It's a familiar frustration: You see a problem, know the solution, but can't seem to get others on board. Whether it's improving teamwork at work, encouraging healthier habits at home, or driving a needed change in your community, leading change effectively can feel impossible. We talk, we reason, we even plead, but often fall short of truly influencing behavior. The truth is, most of us rely on a limited toolbox when trying to influence others. We might try to persuade with logic or incentivize with rewards, but we often miss the deeper, more impactful levers of change.
When I stumbled upon Influencer: The New Science of Leading Change by Joseph Grenny and his colleagues, I discovered a framework that revolutionized my understanding of how to create lasting influence. It revealed that effective influence requires addressing not just one or two, but six distinct sources of influence, each playing a crucial role in shaping our behaviors.
The Life-Changing Insight from "Influencer"
The core principle of "Influencer" is this: Sustainable change requires addressing all six sources of influence – personal motivation, personal ability, social motivation, social ability, structural motivation, and structural ability.
Instead of relying on a single approach (like just trying to "motivate" someone), the book argues for a comprehensive strategy that tackles all the forces shaping a person's behavior. Think of it like a garden. You can't expect a plant to thrive if you only water it. It also needs sunlight, fertile soil, and protection from pests. Similarly, to influence behavior, we need to cultivate the right environment, both within and around the individual.
"The most influential among us don't rely on just one or two sources of influence; they orchestrate all six." – Joseph Grenny, "Influencer"
This approach works because it's based on a deep understanding of human behavior. We are not purely rational beings who respond only to logic. Our choices are shaped by our emotions, our relationships, our environment, and our habits. As behavioral economics has shown, we are often irrational and susceptible to various cognitive biases. Therefore, to truly influence, we need to address all these factors. Think of a stream: If you only address one blockage, the water will simply find another path. You need to address all the obstructions for the water to flow freely.
Action Guide: 4 Simple Steps to Immediate Implementation
Here are four practical steps, drawn from the Six Sources of Influence model, that you can start using today to become a more effective influencer:
1. Clarify Vital Behaviors
- Action: Identify 1-2 specific, measurable behaviors that will create the biggest impact on the change you want to see.
- Explanation: Instead of focusing on vague goals ("improve teamwork"), pinpoint concrete actions ("share meeting notes within 24 hours"). Vague goals are hard to track, and therefore hard to achieve.
- Example: To improve customer satisfaction, a vital behavior might be "respond to customer inquiries within one hour."
- Tip: Start small. Focus on just one or two key behaviors to avoid feeling overwhelmed.
2. Boost Personal Motivation
- Action: Connect the vital behaviors to something the other person deeply cares about.
- Explanation: People are more likely to adopt new behaviors when they see how those behaviors will help them achieve their own goals. This is the "What's in it for me?" factor.
- Example: Instead of telling your team, "Improve customer satisfaction." Try this, "Improving our customer satisfaction will result in more positive reviews, and happier clients. Happier clients means more sales and commissions."
- Tip: Ask questions to uncover their underlying values and motivations.
3. Harness Social Influence
- Action: Identify key influencers within the group and enlist their support.
- Explanation: We are heavily influenced by the people around us. If respected individuals adopt the vital behaviors, others are more likely to follow suit. Create peer pressure in a positive way.
- Example: If you want your team to start using a new project management tool, find the most tech-savvy and respected team member and get them excited about it first.
- Tip: Use peer pressure ethically. Highlight positive examples and create a culture of accountability.
4. Design Supportive Structures
- Action: Make it easier to perform the vital behaviors by removing obstacles and providing necessary resources.
- Explanation: Our environment plays a huge role in shaping our behavior. By changing the structure of the environment, you can increase the chances of the vital behaviors being carried out.
- Example: To encourage people to drink more water, place water bottles in visible and convenient locations.
- Tip: Simplify processes. Automate tasks where possible.
How I Applied the Method in My Life
I struggled to get my team to consistently update our CRM system. We are a sales team, and keeping our CRM updated is essential. Initially, I focused on nagging and reminders, which was frustrating for everyone. After reading "Influencer," I realized I was only addressing personal motivation (and not very well!). I sat down with the team and discussed what frustrates them the most about updating CRM, and it turns out that most people are not motivated to keep the CRM up to date because it takes too much time. It wasn't intuitive, and the data entry was tedious. I addressed this by investing in a CRM training program and then also hired an assistant.
The assistant helped everyone in our team input all the data at the end of each week.
Key takeaway: Don't underestimate the power of removing obstacles! Sometimes the biggest influence comes from making things easier.
I got this idea when I went to a carwash recently. There was an assistant there to vacuum and remove all the clutter in the car before it went into the wash.
3 Common Mistakes and How to Avoid Them
Here are three frequent pitfalls when trying to influence others and how to steer clear:
1. Mistake: Focusing solely on motivation ("If I just incentivize them enough…"). Instead of relying solely on rewards, try addressing all six sources of influence. People often do not know that there is a better way, or they want to do a better job but do not know how. It's not always about motivation.
Why it happens:* Rewards are easy to implement.
Solution:* Conduct a thorough diagnosis of all six sources before implementing any strategies.
2. Mistake: Assuming everyone is motivated by the same things. Instead of using a one-size-fits-all approach, try understanding individual motivations.
Why it happens:* It's easier to treat everyone the same.
Solution:* Ask questions to uncover individual values and goals.
3. Mistake: Ignoring the environment. Instead of focusing solely on individual behavior, try designing a supportive environment.
Why it happens:* We often overlook the power of our surroundings.
Solution:* Identify environmental obstacles and remove them.
The Last Word: Start Today
Influencing others effectively isn't about manipulation; it's about creating the conditions for lasting change. By addressing all six sources of influence – personal, social, and structural, encompassing both motivation and ability – you can unlock the potential for positive transformation in yourself and others. Even a 10% improvement in your ability to address all six sources of influence can lead to a significant improvement in your ability to make a difference in the lives of others.
What small step can you implement today to start applying the principles of "Influencer" in your own life?
Frequently Asked Questions
Q: How do I deal with someone who is resistant to change?
A: Start by understanding their perspective. What are their concerns? Are they lacking in motivation or ability? Address their specific needs.
Q: What if I don't have the authority to change the environment?
A: Focus on what you can control. Even small changes to your own workspace or routine can make a difference. Enlist the support of others to advocate for larger changes.
Q: How long does it take to see results?
A: It varies depending on the complexity of the change. Be patient and persistent. Track your progress and celebrate small wins along the way.
