The Executive Study Group (ESG) online seminar named “How
to Change the Old Mindsets of Your Teams” was held by the ESG, Asia Pacific
Institute for Strategy Limited (APIFS) on 11th Dec 2020. In the beginning, Dr. Mark Lee briefed that
this year is the 10th anniversary of Asia Pacific Institute for
Strategy Limited (APIFS). Then he briefed the history and goal of APIFS.
Dr. Mark Lee briefed the
content including “Post Covid-19 Mindset Challenges” and “Four Catalysts:
Credibility, Shared Interests, Language and Emotion”. I summarized some key points for sharing
below. Firstly, Dr. Mark Lee quoted Prof. Jonah Berger (Wharton Business
School) about the challenges of “Reactance”. He used US case on agreement of
mask or no mask to explain that people were less interested in doing what you
told them to do. Since Covid-19, social
distancing impact on workplace that we need to change our old mindsets.
Then he raised the first
poll to ask us the challenging level for persuading without face to face
contact. 59% of participants though that
was more challenging. So that Dr. Mark
Lee discussed the persuasion in digital era which also an opportunities in
Covid-19 situation.
And then Dr. Lee briefed
the conventional practices by logic approach. Its flow like “Strongly state
position”, to “Outline the supporting arguments” and then to “enter the
deal-making stage and close”. Eventhough
you have data and fact to proof, you are still not success because of
“Reactance”.
After that Dr. Mark Lee
introduced four strategic steps. Before
started those steps, the 2nd poll about which level of organization
that most difficult for mindset change if you are COO in the case study
(Canadian Bank) was performed. 38% of us
selected Middle Management.
The four strategic steps of
persuasion are “Credibility, Shared Interests, Language and Emotion”.
Dr. Lee said most people
were overestimated their credibility that is a matter of trust. There are two
sources of Credibility that one is “Expertise” and the other is
“Relationship”. If strong people
relationship to be maintained, people can be trusted to listen and to work in
the best interests of others.
And then Dr. Lee briefed
self-assessment to test our credibility. The 3rd poll was performed
to ask “If you are going to lead a change in your department, which source of
credibility is relative weaker?” 66% think that relationship is relatively
weaker. He discussed how to fill both gap below:
i)
Expertise Gap:
Strategy of experimentation, learning organization, innovation networks and
leveraging on professionals
ii)
Relationship
Gap: One-one meeting, long-term network development, start with a range of
perspectives, proactively offer helps and identify the right “agencies”.
The second step is “Shared
Interests”. Dr. Lee pointed out that people who focused on Position (the what)
or on Interest (the why) that was important to be able to distinguish between
positions and interests.
After that we performed the
4th poll and go the result that 58% selected interests and 22%
selected positions. (Remark: My idea is that NGO and Government departments are
more focused on positions.)
The third step is
Language. Dr. Lee quoted a case of Mary
Kay Cosmetics. She persuaded her staff
gathering regularly through the storytelling first. He quoted Prof. Jay A. Conger (Marshall School
of Business) statement that “Numbers do not make an emotional impact, but
stories and vivid language do.” And Prof. Robert McKee (University of Southern
California) statement that “Stories fulfill a profound human need to grasp the
patterns of living – not merely as an intellectual exercise, but within a very
personal, emotional experience.”
The 5th poll is
how often we use storytelling as our persuasion strategy. The “M” distribution was observed that most
people use storytelling frequently (38%) and infrequently (34%).
The last step is “Emotion”.
Dr. Lee quoted Prof. Jay A. Conger statement that “Without this demonstration
of feeling, people may wonder if you actually believe in the position you’re
championing”. So that we needed to check
a good pulse on the mood for emotion management.
The 6th poll
showed that most of participants often have a good pulse on the mood during
persuasion.
Finally, Dr. Mark Lee said
a new normal during pandemic impact and digitization was forced to accelerate
our changes on how we collaborate with customers and suppliers to deliver our
values. Lastly, the 7th poll
to summarize which persuasion strategy is most difficulty. The results were interested that almost even
distribution.
Reference:
Asia Pacific Institute for Strategy Limited (亞太策略研究所有限公司) – www.apifs.org
ESG facebook - https://www.facebook.com/groups/esg08
Q&A at Facebook Group - https://www.facebook.com/groups/esg08
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