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How To Influence People:Understanding The Nine
Spheres of Power
By Murray Johannsen
Effective leaders know how to influencepeople. In most organizations, its not
about authority, it's about influence.Discover the power inherent in nine
spheres of influence. This page contains:
Power OverviewAuthorityExpertise
PunishmentPostive Reinforcement
PersuasionCoaching
RelationshipsVision
Charisma
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Overview
In politics, a sphere of influence is typically defined as the cultural, economic, military orpolitical influence a state exerts over another state. Similarly, powerful leaders have a sphereof influence used on the influence people around them.
Written in 1959, French and Raven The Bases For Social Power is commonly cited in
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Written in 1959, French and Raven The Bases For Social Power is commonly cited in
management texts as the model for how to influence people. However, they listed only fivesources, which they referred to as:
Reward,Coercive,
Legitimate (authority),Referent (charisma) andExpertise.
It's been over 45 years since this classic article on how to influence was published andtimes change. For example, there is a great deal of research in both psychology andmanagement that we can now draw on to better understand the nature of leader influence.Besides the five that used by French and Raven, I believe there are four more:
Coaching,Vision,Relationship, andPersuasion.
And while reward and coercion are commons terms in how to influence, it would be morehelpful to think in terms of behavioral modification (or operant conditioning) which uses twomotivational consequences that leaders need to understand: positive reinforcement andpunishment.
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How To Influence With Authority
"Power corrupts, and
absolute power corruptsabsolutely.".—Lord Acton,
Letter to Bishop MandellCreighton, 1887
"When I make a mistake, I
am an idiot. . . When my
boss makes a mistake, he'sonly human." — Unknown
Authority is defined as a legitimate right to influence
people based on one's position inside an organization ornation. It works best in large bureaucratic organizations
and is a major mechanism of political leadership.
It is usually a vertical relationship, a top-down influence
mechanism associated with obedience, conformity and
compliance. Typically, there is also a status difference.
For example, people follow a doctor's instruction because
that person has expertise but we do what a police officer
says because the officer represents authority.
Influence By Coaching
"Coaches have to watch for
what they don't want to seeand listen to what they don't
want to hear. "— JohnMadden
Coaching (and by extension, mentoring and teaching)
exert influence on people by providing new knowledgeand new skills on how to influence people. Unfortunately,
consultants are not coaches, neither are most executives.
Traditionally, managers and supervisors have neverassumed the mantel of leadership required to function as
a coach—telling someone what to do is not the same as
showing someone how to do it. Neither do the vastmajority of CEO's.
I like to ask what people will take pride in. Contrary to what
you see on the resumes, work activities don't put a smileon people's face. What brings the smile is the leader whomentored, taught and coached them to be better human
beings.
The Sphere of Persuasion
"You can lead an
organization through
Long a key skill of great sales people throughout history,
persuasion becomes a bulwark for the leadership whenauthority does not work. Technically, persuasion ends
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organization throughpersuasion or formal edict. Ihave never found thearbitrary use of authority to
control an organizationeither effective or, for thatmatter, personally
interesting. If you cannotpersuade your colleagues ofthe correctness of your
decision, it is probablyworthwhile to rethink yourown." — Alan Greenspan,chairman of the Federal
Reserve Board
with someone saying, "I agree."
But agreement doesn't mean people will actually takeaction. Unfortunately, persuasive influence of peoplerequires a fair amount of sales savvy and a fairly
sophisticated understanding on attitude change andcognition.
___________________________________
Persuasive Humor. I am reminded of the story of howGod called Noah in to build an ark so that he, his family,and all the species of the earth could survive the flood Hewould let loose in two weeks. Noah was shocked and
said, “two weeks! God, do you know how long it takes tobuild an ark?” And God replied, "Noah, how good are youat swimming?”
The Motivational Sphere of Positive Reinforcement
"Reinforcements continue tobe important, of course, longafter an organism has
learned how to dosomething, long after it hasacquired behavior. They are
necessary to maintain thebehavior in strength." B. F. Skinner, HarvardUniversity, Harvard
Educational Review, 1954
There are two types of reinforcement and two types ofpunishment to influence people according to a theory of
psychology known as operant conditioning. Some refer toit more of a learning theory, while others think operantconditioning is a theory of motivation. It's potential for
influencing people lies in the fact that consequences workin both people and animals.
Practically speaking, negative reinforcement presents
ethical issues so shrewd leaders focus on developinginfluence through the use of positive reinforcement toincrease the likelihood of DESIRED BEHAVIOR.
The Motivational Sphere of Punishment
"You can get more with a
kind word and a gun thanyou can with a kind wordalone." — Al Capone (1899-1947), Chicago Mobster
Positive and negative punishment has a very narrowdefinition in operant conditioning. In this case, thedefinition is going to be expanded to include the
threatened use of a punishment. One could make anargument that the threatened use of punishment (escape-avoidance) can reduce undesired behavior just as muchas much psychological pain as its real use.
To say one will have to use punishment to changeundesired behavior says something about human nature.Nasty bosses and individuals who make Fortune
Magazines toughest boss list use this as a primarilyinfluence technique.
Something best used when all other forms of leadership
influence don't work, it's proper use is subject to legalstatutes and ethical constraints to decrease UNDESIREDBEHAVIOR.
___________________________________
Punishment Humor. A seeing eye dog was trying to getsits master across the street but the light was not working.
The dog tried once but oncoming traffic drove the two ofthem back to the curb. The dog tried a second time but thehorns from a group of taxis drove them back again. They
tried a third time, this time they were successful despite athe loud horns and the curses of drivers.Once on the other side of the street, the dog’s masterreached out for a biscuit to give it to the dog. An person
who had observed the whole thing went over the theperson and said, “You probably shouldn't reward the dogfor putting your life in danger by giving him a biscuit.” But
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for putting your life in danger by giving him a biscuit.” But
the dog’s master replied, “Reward, hell. I am just trying tofind which side is his head so I can kick his behind.”
Relationship Influence
He who mistrusts most
should be trusted least. —Theognis of Megara, Greekpoet
Your people won'tremember, and don't reallygive a damn how much
money you saved thecompany. — unknown
Not considered a sphere of influence by many scholars,
it's power lies in a both knowing how to develop, maintainand repair relationships. In many cultures, such as inLatin American and Asia, business leaders place a
greater emphasis on relationship development than iscommonly done in America. Typically, business does notbegin until a sound relationship is established. And doingbusiness gets difficult when that relationship gets
strained.
Assuming leaders devoted the time and effort to developtrust, rapport, credibility, and empathy; they have the
foundation elements on how to influence people throughreciprocity.
___________________________________
Relationship Humor. The doctor looked benignly at thewoman who had come to him for an examination. "Mrs.
Brown," he said, "I have good news for you." The womansaid, ' I'm glad of that, doctor, but I'm Miss Brown." MissBrown," said the doctor without changing expression, "Ihave bad news for you."
Influence Through Expertise
"Why don't you write bookspeople can read?" — NoraJoyce to her husband James
(1882-1941)
How to use expertise as a form of influence is somewhatof a paradox. There are experts with little influence and
ignorant dolts who seem to speak the gospel.
Experts are people whom we think have valuableinformation. Often they are people who know how to make
the right decision or solve that intractable problem. Ithelps to have depth of knowledge to be perceived as anexpert, and this is an important part of the success
doctors, lawyers and consultants experience.
How to influence influence with expertise lies partly in thepsychological theory known as attribution theory. But too
often, we accept false beliefs and false arguments astruth.
___________________________________
Expertise Humor. The man told his doctor that he wasn'table to do all the things around the house that he used todo. When the examination was complete, he said, "Now,Doc, I can take it. Tell me in plain English what is wrong
with me." "Well, in plain English," the doctor replied,"you’re just lazy." "Okay," said the man. "Now give me themedical term so I can tell my wife."
Influence Through Vision
In 1929, days after the stockmarket crash, the Harvard
Economic Society reassuredits subscribers: “A severedepression is outside the
range of probability”.
Few leaders know how to influence with vision to motivatepeople and themselves. Those that do can accomplish
great events. People that have it seem to harness an
range of probability”.
"In a survey in March 2001,95% of American
economists said there wouldnot be a recession, eventhough one had already
started." — American'sVulnerable Economy, TheEconomist, November 15,2007
great events. People that have it seem to harness aninner strength that keeps pushing them forward on a pathno matter how difficult.
The visionary leader also understands how to influencepeople through the use of expectations. Setting positiveand negative expectations exert tremendous influence, but
few leaders understand how to use them properly.
The Charismatic Sphere of Influence
I don't know how to define it,
but I know it when I see it.
Charismatic leadership is one of the most powerful
methods of how to influence people, but also one of the
most elusive. It's difficult to develop, but well worth theeffort.
It's been associated with religious prophets, great
preachers, famous teachers and those who get taggedwith the title of transformational leaders.
One basis for it's influence lies in an understanding of the
nature of the psychological mechanism of identification.We tend to identify with individuals and their causesresonate with ours.
Conclusion
A leaders use of influence is like singing—if one only belts out only note there's no song.But If you have nine notes, the song sounds like real music.
Each of the nine methods of how to influence can be turned into a skill. Just because youdon't have it today, doesn't mean you can't develop it in the future.
References:
French, J.R.P., & Raven, B. (1959). 'The bases of social power,' in D.Cartwright (ed.) Studies in Social Power. Ann Arbor, MI: University of
Michigan Press.
On-site Workshops To Increase Your Influence
Influence Overview, Expertise &Authority
The Nine Pillars of Power andInfluence
Persuasion
Word Magic: Communication
Strategies for Leaders
Getting Buy-in: The Psychology ofInfluence and Persuasion
Switching Roles: Acting as aMeeting Leader and Facilitator
Motivation
Motivation Change: The Secrets ofBehavior Modification
Vision
Creating a Vision: HarnessingPowerful Expectation
Charisma
Projecting Charisma: TurningSubordinates into Followers
Leadership Tactics
Emerging as a Stronger Leader
Truly Great: The Essential Guideto Transformational Leadership
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