Switch for Organizations

7/27/2019 Switch for Organizations

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SSSWWWIIITTTCCCHHHYOUR ORGANIZATION

A Workbook

2010 Based onSwitch: How to Change Things When Change is Hard

by Chip Heath and Dan Heath


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SWITCH Your Organization

Direct the Rider

FIND theBRIGHT SPOTS

Ask the Exception Question.When does the problem youre fighting not happen? I.e.,when does your teenager not talk back? When have the two

warring departments collaborated instead of feuding?When does your front-line employee show a customer-service focus?

Ask the Miracle Question.You wake up in the morning and your problems are solved.Whats the first small sign that things have changed?Remember, youre not defining the miracle itselfe.g., itwould be a miracle if your marriage was great, you got a bigbonus at work, and your community experienced a bigeconomic turnaround (like the opposite of a Country &Western song, except your dog would also have to come

back). Rather, youre trying to find something concrete youcan work toward and the first small sign will do this foryou. The Exception Question is the most useful questionto start with, but the Miracle Question will help if you cantthink of any existing bright spots.

Make sure your bright spot is about YOU.Bright spots are not the same as benchmarking. The factthat your competitor is outperforming you on some front

does not mean that theyre a bright spot. (It wouldnt behelpful, after all, to tell an alcoholic that a sober person is abright spot.) People resist being told, Why arent youmore like your sister? Bright spots are specific to you andyour team. Where are YOU succeeding now, or where haveYOU succeeded before? By pinpointing those moments,you can avoid triggering the not invented here reaction.You can reassure people that theyre capable of solvingtheir own problems.

What is working today, and how can you domore of it?

Are there certain teams or units that are leading the way?Are there certain managers or salespeople who exemplifythe direction youre headed? If so, those are your brightspots. Like Jerry Sternin and the mothers in Vietnam, youshould go shadow them and figure out what theyre doingthats making their performance better than other groups.

The RecipeforBright SpotsExample: Jerry Sternin and mothers in Vietnam

1. Gather data on the issue.Record the height and weight of all the kids in the village.

2. Study the data to find the bright spots (the unusually positive performers).There were several kids who were perfectly healthy for their age, despite being very poor.

3. Make sure you understand the normal way things are done.Jerry Sternin and the mothers knew that most families served 2 large bowls of white rice.

4. Next, study th e bright spo ts to see what theyre doing differently.The bright-spot moms were serving 4 small meals, and using uncommon foods like sweet

potato greens and tiny shrimp.

5. Make sure none of those practices are exceptional in some way.For instance, if one of the healthy kids had been receiving extra food from a rich relativein another area, then thats not a scalable technique.

6. Find a way to reproduce the practices of the bright spo ts among other people.The moms formed cooking circles where they could learn the new practices from each other.

RememberBright spots dont have to be shining success stories.Remember the story of Bobby, the troubled teen, in thebook. There was NO time when he was an Eagle Scout.

Youre just looking for situations when things are workingbetter than others. Dont look for perfect, because youmay not find it. Look for the best of whats available.


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SCRIPT theCRITICAL MOVES

Be clear about how people should act.This is one of the hardestand most importantparts ofthe framework. As a leader, youre going to be tempted totell your people things like: Be more innovative! Treatthe customer with white-glove service! Give betterfeedback to your people! But you cant stop there.Remember the child-abuse study? Do you think thoseparents would have changed if the therapists had said,Be more loving parents! Of course not. Look for thebehaviors.

Pick one place to start.You may have a list of 20 things youd like to accomplishbut can you rank-order them? What would be the mostcost-effective way of making progress? Remember, youdont need to develop the complete battle plan, you justneed to take a substantial step toward your finaldestination. Buying 1% milk didnt solve the diet problemsof West Virginians, but it was a really important first step.

If you cant nail it exactly, consider the best

approximation.For a change effort to work, leaders have to transformaspirations into actions. And there isnt always a neat,elegant translation. For instance, at Shearson, themanagers aspiration was to have one of the best researchteams in the industry. But thats not an action. Its noteven close. So he had to think up some behavioralapproximations.

Imagine saying the following sentence to your people: Ifwe act this way ______________then we cant helpbut get closer to the goal. How would you fill in the blank?For the Shearson leader, that approximation was for histeam to make 125 calls per month. He knew that if theymade that many calls, they couldnt help but get a lotsmarter about their coverage areas, make lots of contacts,etc. Whats the best approximation for your team?

Kill the abstractions exercise.Take your change appeal and put a squiggly line underevery abstraction (i.e., everything that wouldnt create aclear mental picture in the mind of your grandmother,front-line employee, customer, etc.) How manyabstractions can you just get rid of? For the few criticalconcepts that remain, can you come up with a specificexample?

Evaluate your critical move candidates.

If youre trying to decide between different criticalmoves for your team, try assessing your options using thefollowing checklist. Put checkmark beside how manyfeatures a particular move would have. Give priority tocritical moves that evoke more parts of the framework. Asan example, we have filled out the checklist as if we werethe Shearson leader, considering whether to ask our teamto make 125 calls per month. You can see that it scoresvery well.

Checklist: Do You Have the Right Critical Move?Example: Shearsons 125 Calls Per Month Guideline

Does it evoke emotion? (Find the feeling)No. 125 calls per month is not emotional.

Does it feel do-able? (Shrink the change)Yes. It was really hard but within the teams grasp.

Was it a part of succ ess stories in the past? (Find the bright s pots)Yes. Past analysts who succeeded had made many more calls than unsuccessful analysts.

Will your team see the connection with the big picture? (Point to the destination)Absolutely. The destination was I.I. or Die. The phone calls were intended to vault them

toward that destination.

Would it provide a quick w in? (Grow your people)Possibly. The quick win was not certain, but it was much more likely with a high volume

of customer calls.

Would it create posit ive peer pressure? (Rally the herd)Yes. The manager publicized the number of calls each analyst made, creating a sense of competition.

Is it consistent with t he way people think about themselves in th e firm?(Grow Your People)Yes. The analysts thought of themselves as being hard workers and good networkers. (Eventhough they werent performing very well, their identity was consistent with the challenge.


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Does your change pass the video test?In other words, have you made your request so specificand behavioral that a 3rd-party outsider could watch a

video of your audience and confirm whether theyd heededyour recommendation or not? The recommendation tobuy 1% milk would have passed the video test, because

you could imagine a grocery-store video camera thatcaptures people as they make their milk purchases. Theinstructions for child abusers would also pass the videotest, since you could easily compare their actions totheir instructions. How would your change efforts fareon the test?

POINT to theDESTINATION

Can you paint a rich, detailed picture of what theright destination looks like?Laura Esserman described a vision of a breast care clinic

with everything under one roofa woman could come infor a mammogram in the morning and, if the testdiscovered a growth, she could leave with a treatment planthe same day. Notice whats so effective about thisdestination: (1) Its concrete: You can see it in your head.

You can imagine the clinic, and you can imagine the

woman coming and going. (2) Its motivational: You canunderstand why its a destination worth chasing. But whatif Laura Esserman had blown it? Consider these alternatedestination postcards:

We are going to revolutionize the way breast canceris treated and create a prototype of the next-generationbreast cancer clinic, a place that will be the envy ofclinics worldwide. Problem: This is motivationallanguage, but its not concrete. You cant picture thedestination. What will make the clinic different andbetter?

We are going to reposition radiology as an internal,rather than external, wing of the clinic, and we willreconfigure our space to make that possible.Problem: You can envision what this would looklikeits concretebut its not motivational. Whocares where radiology lives? Only in the context of a

womans care does that become meaningful.

Avoid metrics as destinations.Metrics make poor destinations. SMART goals are fine butthey should also be inspiring enough to motivate theElephant. Same goes for financial goalsreturn onequity or gross margin targets are not going to inspiremany people.

Does it pass the Champagne Test?Is your destination clear enough that people will know

when to celebrate? This has been called the ChampagneTest. Would you know when to crack the bottle of thechampagne? Consider JFKs 1961 call to put a man onthe moon. Its pretty obvious when the champagneshould flow! Does your destination pass the test?

Consider moving from process to outcome.100% handwashing compliance may not motivatedoctors and nurses to wash their hands as much as 0%hospital-acquired infections.

If backsliding is a problem, consider a B&W goal.Do people consistently miss/ignore/underperform thebehaviors that are expected of them and then try torationalize away the failure, in the way that people on a diedo? (It was such a hard day that I needed that icecream.) If so, then consider setting a B&W goal. Set agoal that brooks no dissent. Its always or never, all ornothing. Always return a support call within 24 hours.Never send an email thats over 500 words.

But B&W goals create a danger of demoralization ifyou dont meet them consistently. For instance, thinkof the dieters who blow their diet a few times and thengive up, going back to Cheetos and Ben & Jerrys on a

daily basis. To avoid that kind of overreaction tofailure, see the section on the growth mindset.


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Motivate the Elephant

FIND theFEELING

Can you make the need for change visual?Things you see are more likely to evoke emotion than

things you read. If you are trying to encourage your team to

provide more consistent service, for instance, could yousplice together video footage of your customers talking

about bad customer service experiences? Robin Waters atTarget showed her colleagues photos of well-designed

displays so they could see what was possible. What couldyou show your colleagues that would show them whats

possible? What could you show them that would get their

competitive hackles up?

Negative vs. positive emotion.Negative emotions are effective to motivate people to

tackle short-run challenges that require clear, forceful

action. Theyre less effective when people need to thinkflexibly or creatively. Which do you need? If you need to

inspire positive emotion, can you point to a bright spotthat reminds people that theyve succeeded in the past?

The camera crew thought experiment.Imagine that, in making the case for change to your people

you werent allowed to speak to them directly. Instead, you

had a camera crew at your disposal who would filmanything you wanted them to film, and you could pick any

10 minutes of footage that they shot. What would behappening in that footage?

Build your own shrine.You read the glove shrine example in the first chapter.

What kind of shrine could you put in the conferenceroom that would wake up YOUR colleagues?

The pivotal testimonial.Imagine that you can show your colleagues a video of one

person talking, and the video has to persuade them thatchange is necessary. Who is the person? An employee

whos seen problems firsthand? A customer whos sick andtired of the status quo? A competitor who is light-years

ahead of you on something?

SHRINK theCHANGE

Can you put 2 stamps on your teams passbook?(Remember the car wash loyalty card study.) Here are

some candidates for the two stamps: How far have youcome in the last quarter? Year? Decade? Does looking at

the historical overview give you confidence that you cantackle the current challenge which may look small in

comparison?

Think in terms of ones.Remember Julie, the overweight mother, who agreed to

walk in place for 1 minute each night while watching TV.

When people dread change, shrink it down as mch as youcan. Can you try a new approach on one customer? Can

you spend one minute practicing the new sales pitch?`

Kick the ball forward.You read about the 5-Minute Room Rescue. Imagine that,at the end of your next staff meeting, you set a 5-minute

timer. What could your people do during those 5 minutesthat would kick the ball forward for your change? What

about 30 minutes? 3 hours?

Plan for small wins.Burnout happens when a team confronts the same

problems, over and over, without feeling progress. What isa clear milestone that youll recognize enough to celebrate?

Dont let success feel too distant.Bill Parcells said that his team doesnt focus on winningthe Super Bowl, they focus on more immediate goals, like

great special teams play. Are you being that specific with

your goals? How long does your team have to wait beforethey have a sense of how theyre doing? If the answer is

months, you have the wrong goals. If its hours or days,thats great.


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GROW yourPEOPLE

Cultivating identity.

I aspire to be the kind of person who would make

the change.Would most of the people on your team agree with thatstatement? If so, you dont have an identity challenge. Ifnot, you do.

The adjective test.What do people pride themselves on in your organization?Which one adjective would most flatter your boss?Creative? Hard-nosed? People-focused? Customer-obsessed? Honest? Frugal? Etc. If that adjective seems likeone that many people in the organization would value, thenyoure probably on the right track toward finding the rightidentity.

Speaking to a Shared Identity.

If youre trouble identifying the identity that yourcolleagues share, consider the following approaches:

Can you appeal to an identity that already exists?Doctors and nurses respond to identity as healers.Parents respond to their identity as Moms and Dads.Citizens will respond to their identity as Houstonians,Californians, St. Lucians.

Is there a common history?HP employees all know that HP was founded in agarage, so it would be easy to appeal to that sharedstory to emphasize virtues of frugality and innovation.

Is there a competitor you can highlight?

Warring departments at a car company might pulltogether in the face of a threat by a formidable foreignor domestic competitor.

If theres no existing identity, can you help people create an

identity that they would admire?Brasilata helped production workers see that theycould be inventors.

Is there some public action that could foster an identity?

Signing a petition or posting a sign about safe driving(or beautifying the state) helped Palo Alto residents seethemselves as Concerned Citizens.

Is there a habit that you can build to reinforce the identity?Brasilatas inventors submitted over 100 suggestionseach per year. Football fans have their identityreinforced by rooting for every football game.

Build the growth mindset.

Steal IDEOs graphic.At the beginning of your project, steal the U-shaped curvespeech from IDEO. Give the talk to your people. It willhelp them respond positively to the inevitable setbacksyoull face. Try to anticipate hurdles that youll face andaddress them specifically: I.e., At first, were probablygoing to have some customers push back on this newapproach. When that happens, we cant throw our handsup and quit.

Lead a discussion about the growth mindset.

Give your team Carol Dwecks 4-question test from ourbook. Let people diagnose whether they have the fixed orgrowth mindset. Share some of the research showing that

the growth mindset is essential to realize your potential. Ifpeople have a fixed mindset they may see hard work andeffort as signs that the problem is intractable or that theyare not the right kind of people to tackle itcan you helpthem understand that they are building muscle that willpay off in the future?

Can you instill in your team the idea that failing is

often the best way to learn?Remember the study of the hospitals who tried to adoptMinimally Invasive Cardiac Surgery (MICS). The hospitals

who succeeded adopted what the researcher Edmondsoncalled the learning framethey knew that success wouldrely on diligent practice and constant learning.


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Shape the Path

TWEAK theENVIRONMENT

Emphasize tweak.You dont need to rearrange the walls in your building. Youdont need to change the compensation structure of your

business.

Do a 5-min rescue on your environment.What one thing can you shift to make the right behaviorsmore likely?

Do a motion study.If youre trying to make a behavior easier, study it. Watchone person go through the process of making a purchase,filing a complaint, recycling an object, etc. Note wherethere are bottlenecks and where they get stuck. Then try torearrange the environment to remove those obstacles.

Provide signposts that show people which way to turn (orthat celebrate the progress theyve made already). Eliminatesteps. Shape the path.

Can you run the McDonalds playbook?Think of the way McDonalds designs its environment sothat its employees can deliver food with incredibleconsistency, despite a lack of work experience (or an excessof motivation). They pay obsessive attention to every stepof the process. The ketchup dispenser, for instance, isntlike the one in your fridge. It has a plunger on top that,

when pressed, delivers precisely the right amount ofketchup for one burger. That way, if you have to deliver 10burgers in a minute, you dont have to think at all. You just

press the plunger 10 times. Have you looked at your ownoperations through that lens? Have you made every step aseasy as possible on your employees?

Avoid the Fundamental Attribution Error.Think about the people who are resisting the changeefforts at work. Are you guilty of the FundamentalAttribution Error with them? (I.e., have you concluded thatthey are foot-draggers or fossils?) Remember the storyof Amanda Tuckerthe Nike manager who became abetter communicator when her office was rearranged toeliminate email distractions. As a thought experiment, ask

yourself, in what environment might be foot-draggingcolleagues suddenly become change champions?

Can you 1-Click your process?Amazon has made millions of dollars because of its 1-ClickOrdering button. All that button did was remove 1 or 2steps from the normal checkout process. What 1 or 2 stepscan you remove from the normal course of business foryour employees?

BUILD HABITS

Set an action trigger.Dont forget the very compelling research thatdemonstrates the effectiveness of action triggers. Thepower of action triggers is that decisions are pre-loaded.If you want to act in a new way (adopting a new exerciseplan, being more diligent about your managerial reviews,etc.), picture the exact time and situation when you willexecute the plan. For instance, I will check in on Julies

progress tomorrow morning right after Ive poured my firstcup of coffee. (Note: the best action triggers are unique.Putting up the fifth Post-It note on your desk, or the 23rdcalendar reminder in your email program is unlikely to actas a good cue.)

Can you piggyback a new habit on an old one?Its easiest to start a new routine when you can build itonto an existing routine that happens at a regular time andplace. If you often forget to take your vitamins in themorning, put the vitamin bottle on top of the toothpaste.

You know youre going to remember to brush your teeth,so you can piggyback your vitamin habit on your tooth-brushing habit. Similarly, it might be easier for hospitals toget doctors to wash their hands if they put sanitizer leversbeside the trays where they pick up a patients chartsqueeze and rub before picking up the chart.

Create a checklist.

Suppose you had a five-item checklist for the mostimportant routines in your business. What 5 things do youneed to do every time? (Note were not advocating longchecklists. The preflight checklist to launch a 747 is lessthan a page!)


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Stand up your meetings.We discussed the power of the stand-up meeting as away to keep discussions brief and focused. Given the wayyour meetings have evolved, what habits have youimplicitly encouraged (whether good or bad)? Are thereways you could alter the format of your meetingstheroutineto make them more effective? If so, set an actiontriggerIm going to pilot this new meeting style nextThursday with the staff meeting.

Publicize your action triggers.What is the aspect of your change efforts that people tendto put off, or that tends to get displaced in favor of moreurgent work? Ask your team to set action triggers andto announce their intentions publicly in a meeting.

RALLY theHERD

Be smart about social pressure.If the majority of people on your team are alreadyfollowing the new plan, then publicize that fact. Socialpressure will influence the others to conform. But bewareif only a minority is doing something. Publicizing this factmay lead others to slack off. Solution: Can you set up a freespace to protect your pro-change minority from beingsquelched or co-opted? (In essence, a free space turns aminority into a majority.)

Design a free space.Remember the medical interns whose afternoon rotationsserved as a free space, allowing them to build strengthand plan their approach. There are many ways to createa free space. The skunkworks a totally separate, offsitefacility is a dramatic version of a free space. But there areless dramatic methods that can still be effective. ? Maybeyou can reserve a temporary workspace for them tooccupy. You could set up a war room for them where

they can meet and coordinate every day (even if its justa conference room). You could encourage them to takea working lunch every day where they could coordinateover a meal. Or perhaps they could meet an hour earlier(or later) than most people are in the office.

If people embrace change, make sure their actions

are visible.People who resist change may tend to cluster together andcreate a kind of echo chamber. They may conclude,falsely, that most people dislike the new direction as muchas they do. As a manager, you can help fight the echochamber by showcasing people who are actively supportingthe change. Shine a spotlight on the early signs of success.If theres a bright spot, make sure everyone knows about it.

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