BOOK SUMMARY 17 The Behavior Breakthrough
·
Summary written by: Dianne Coppola
"Behavioral leadership puts to work the principle
that new results require new behavior, and significant results – those that
confer a broad and significant competitive advantage – require the right new
behaviors and the right few behaviors that endure over time."
- The Behavior Breakthrough, page 4
Albert
Einstein is widely credited with saying “The definition of insanity is doing
the same thing over and over again, but expecting different results”. While
there’s absolutely no evidence that Einstein actually made this statement, it’s
still a great quote! In The Behavior Breakthrough, Steve Jacobs and
his colleagues challenge this definition of insanity and actually build a case
for improving business outcomes by focusing on identifying and consistently
rewarding small but critical employee behaviors that will dramatically improve
an organization’s bottom line.
The Golden Egg
Set BRAVO Goals
"Senior
leaders neglect to identify which of these critical priorities are the
organization’s BRAVO goals, that is, the top priorities that will require
significant behavior change."- The
Behavior Breakthrough, page 93
You
probably associate the word BRAVO with an audience acknowledging a performance
done flawlessly, to a high level of excellence. It’s inspiring to see an
individual or a team execute a difficult task or maneuver with apparent ease,
because we intuitively know that the task really isn’t easy to do. When we
shout BRAVO! we acknowledge that there was a lot of hard work and
determination that went into achieving that level of success.
For
Jacobs and colleagues, BRAVO is an acronym for Behaviorally Reinforced
Acceleration for Vital Outcomes. Their research has shown that companies that pinpoint one or two high
impact behaviors and design processes and practices to deliver the right
consequences for executing the right behaviors well, achieve results faster
than those who leave performance feedback and consequences to chance. BRAVO
goals designate the highest priorities of the organization AND signal that
people will need to alter their current behaviors significantly in order to
achieve success.
In a
world where we are pulled in multiple directions simultaneously because of the
many different professional and personal roles we have, the idea of setting two
or three BRAVO goals appeals to me. It has the potential to revolutionize the
traditional (and generally meaningless) “New Year’s Resolutions” game into
something more than just wishful thinking. Imagine the success you could
achieve if you identified your highest priorities and focused your energies on
the one or two key behaviors that, if executed and rewarded consistently, would
guarantee positive results! BRAVO! BRAVO!
Gem #1
The Magic of Pocket Change
"Behavioral
leadership focuses on crafting desirable shifts in everyday habits, behaviors
and routines."- The Behavior
Breakthrough, page 4
Ok,
I’m going to assume you are with me and have identified a BRAVO goal or two to
work on over the coming months. Like New Year’s Resolutions, it’s easy to start
off with a bang (lots of energy and enthusiasm) and, just as easy to ‘fall off
the wagon’ three weeks into your behavior change initiative. We’ve all “Been
there, done that!” right?
Shifting
new behaviors into habits and routines takes time and perseverance. Common
wisdom suggests we’ll be more likely to stick with it if we reward ourselves
and celebrate small wins along the way. Here’s a technique that captured my
attention and one I’m looking forward to testing out, coined “Pocket Change” by
the authors (pun definitely intended!)
The
concept is simple:
1.
Think of the behavior you want to shift. In
the book, a manager wanted to increase the frequency with which he gave his
team members positive feedback and encouragement, something he found difficult
to do.
2.
Determine the frequency with which the
behavior needs to happen (aim for daily). Our manager decided he wanted to give
his team members positive feedback four times each day.
3.
Put the required number of quarters in your
right hand pocket in the morning and each time you execute the behavior, shift
a quarter to your left hand pocket.
4.
Your goal is to move all your quarters into
the left hand pocket by the end of the day.
Within
days the manager found it easier to encourage his staff. He had an immediate
and measureable way to assess his progress and within weeks, his team was
performing better and enjoying their work more.
Where
might you use this strategy to support your behavior change goals?
Gem #2
Define Your IMPACT
"What
we reinforce or discourage, intentionally or quite unintentionally, makes a
difference."- The Behavior Breakthrough, page 215
IMPACT
is another acronym to remind you of the following key coaching practices:
·
Identify and Measure desired (business)
results
·
Pinpoint high-impact behaviors needed to achieve targeted
(business) results
·
Activate and Consequate discretionary
performance of desired behaviors
·
Transfer successful approaches to achieve new progress
In the
list above, I inserted brackets around the term (business) because I believe
the six practices listed apply equally well to personal goals and outcomes, and
I’m fairly confident the authors would concur. Whether you are applying the
concepts from this book to your business or your personal life is irrelevant;
what is relevant is the fact that high performers are deliberate in their daily
actions.
Consider
the impact the late Steve Jobs had when he returned to Apple in 1997. He took a
company that, according to Fast Company, was pursing over “15 product platforms
with a zillion variants” and refocused it on four primary offerings. In Job’s
own words, “We had to decide: What are the fundamental directions we are going
in? What makes sense and what doesn’t?” A deliberate focus on fewer products
enabled Apple to have an almost unprecedented impact on the technology industry
(think iMac, iTunes, the iPod, and iPad) and regain its status as a valued
brand and market leader.
We
need to have the same courage and vision that Steve Jobs had if we truly want
to elevate our performance and achieve our BRAVO goals. So, open your calendar
(yes, right now) and schedule some time to really think about:
·
What is it that you want to achieve (at work,
at home, in your community)?
·
What do you need to do to become the Steve
Jobs of your industry – the best version of yourself?
·
Of all the things you could do to attain that
success, what are the one or two critical behaviours you need to shift to get
better results?
·
How will you get started? What do you need to
put in place to encourage and reward those behaviour shifts?
Then
implement, measure, adjust and repeat!
On
page one of The Behavior Breakthrough the authors note, “New
results require new behaviour. It’s that simple – and that difficult.”
Fortunately, after reading the book’s 216 pages, I came away with several new
ideas on how to create my own behavior breakthroughs. In turn, I hope my
summary has inspired you to pursue a behavior breakthrough of your own! Here’s
to our future success!
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