This is the fifth reflection post on Switch by Heath Brothers. If you are the first time reading the posts on the book - Switch, it might help to skim through other posts this, this, this and this.
Tweak the Environment - This is based on the premise that "What assumed to be a people problem is often situation problem". You see someone cutting across you at high speed and you curse him. You think that he is mad and yell at him. Do you think he is usually like that? We often see issues as people issues rather than situation issue. This is called as "Fundamental Attribution Error". The author discussed how to reward right behavior, making the environment easier for right behavior and making the environment little harder for bad behavior. The section provided ample case studies - Saints and Jerks Food Donation Campaign, Medication vests to keep nurses focused to reduce errors, Rackspace Fanatical Support. Haddon Matrix needs special mention on how the environment can be tweaked better (pre-event, event and post-event)
Build Habits - Habits are behavioral auto-pilots. Unless the behaviors are formed as habit, it is going to tax Rider and often needs Rider's supervision. Habits are environmental and mental. People are sensitive to environment and culture, we often try to fit to peer groups as behaviors are contagious. The second way of making habits is to have "action triggers". So it is very important to tweak the environment so that "expected" behaviors are formed as habits.
Rally the Herd - When you lead Elephant on an unfamiliar path, chances are it is going to follow the herd. Now, you need to create herd the way it is easier for change to happen. Make influencers and create free spaces so that the people flock together so that they build new identity.
Summary:
The first part of the book covers three surprises about change, the second part covers how to "direct the rider", the third part covers how to "motivate the elephant" and the final part covers the role of the path and how to shape the path. This part "Shape the Path" discussed three important elements related to environment that are absolutely stunning and insightful. I often feel that each section gives an increased impact with respect to understanding the change, people's behavior and response to change and how it can be tweaked to yield better results. This section is no different.
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