University of Virginia professor Jonathan Haidt in his book The Happiness Hypothesis says that our emotional side is an Elephant and our rational side is its Rider. In their book SWITCH Chip and Dan Heath continue the story to teach practitioners important lessons about creating change and executing strategy.

 

How are the Rider and the Elephant different from each other? Lets look at the main differences.

 

 

As can be seen from above you need to appeal to both sides to create real change. You also need to shape the Elephant´s path. How should all this be done? The Heath brothers give us the following valuable advice. The action points are spiced with examples that hopefully help in creating a better understanding of the action points: Direct the Rider – Motivate the Elephant – Shape the Path

 

Direct the Rider

Follow the Bright Spots

• find out what is working and create more of it (Apple and user oriented design)

Script the Critical Moves

• don´t  talk in terms of big picture. Communicate in terms of specific behaviors (Leave fat away Health Campaign in Northern Carelia)

Point to the Destination

• tell where you are going and why it is worth it (M. Luther King and “I have a dream”, John Kennedy and “a man in the moon”)

 

Motivate the Elephant

Find the Feeling

• make people feel something (Timo Soini and Perussuomalaiset)

Shrink the Change

• break down the change until it no longer scares the elephant (Weight Watchers)

Grow your people

• cultivate a sense of identity and instill the growth mindset (Ritz-Carlton hotels with it´s personnel -> Ladies and gentlemen serving ladies and    gentlemen; also Starbucks and SOL Palvelut)

 

Shape the Path

Shape the Environment

• change the situation (to create more co-operation move people from office boxes to open space offices -> Digital, Microsoft etc.)

Build habits

• create and encourage habits (five “break the stress” – points for every day – prayers in Islam)

Rally the Herd

• help the right behavior spread (Call in for your donation – campaigns in TV)

 

Also remember to celebrate movement in the right direction, and give no punishment to learners. Watch how dolphin trainers work.

 

Be a real Change Leader -> Direct the Rider – Motivate the Elephant – Shape the Path