Note: we posted this blog a few years ago. In this version, we have updated it with new insights and research findings. Reach out here for advice on developing your own motivational hacks.
Each of us has a unique self-identity that both “drives” what we do and is “influenced” by what we do. This dual component is one of the unique aspects of self-identity that we can tap into to help drive and sustain change.
The New Year is rapidly approaching. If you are in the IC world, the pressure is on you to formulate and calculate budgets for next year’s incentive and rewards programs.
Like most, you need to balance: rewarding top performers, targeting the right motivators, harmonizing cash and non-cash incentives, and staying aligned with your corporate philosophy. All the while, fitting these factors into your overarching financial budgets.
The Lantern Group recently had the pleasure of attending one of Nancy Duarte’s workshops in Santa Clara, CA – led by facilitator Mike Pacchione. The workshop was a one-day event called “A Visual Story” and focused on how to design and deliver persuasive presentations.
For those of you who don’t know, The Behavioral Grooves is both a meetup and a podcast – sort of like a breakfast cereal and an energy drink at the same time.
Kurt Nelson, PhD and Tim Houlihan, Behavioral Alchemist founded the Behavioral Grooves as a non-profit organization to share their enthusiasm for the application of behavioral sciences with a wider audience.
Read along for a brief overview by Tim as he takes us on a ride through the experience:
No, this isn’t one of those government studies where you wonder how it ever got approved (i.e., how long can shrimp run on a treadmill or does playing FarmVille on Facebook help people to make friends and keep them?*).
Socks and behavioral science. The two do not seem to fit together, yet I consistently use my socks as a personal behavioral modification tool.
In today’s hyperconnected technology-driven world, it can be easy to overlook the simple time-tested solutions of the past. This holds true for communicating with and motivating your sales force.
With the consistent advent of new communications, new sciences, and new methodologies – shaking things up with a new (old) method can be a refreshing way to tap into your teams’ motivators.
Let’s take a little step back in time and talk about direct mail. Simple, well designed, customized mailers that tap into key behavioral insights can be just as effective as the newest technologies or communication tools when utilized correctly.
Think about it, we are flooded with messaging all day every day – both personal and business. With each organizational department trying to get their message out on top of that, it can be hard to manage all of the information. Technology can get lost in the fray, but unexpected personalized direct mail can disrupt the norm and grab back that attention. Combine this with behavioral science and you have a simple yet powerful tool.
Let’s take a look at an example, a postcard series we designed to help top achievers keep achieving and to nudge bottom achievers to end the plan period on a high note.
One customized to a high performer:
And one customized to a moderate performer:
While these may seem simple, there are some key behavioral insights that are being strategically targeted to drive performance.
In both versions we utilize:
Idiosyncratic Fit: We have higher motivation if we think that a program is customized to us. By adding the employee’s name, stats, and a customized message to help them improve we tap into this drive. Each message is framed for the greatest impact based on their performance and adding the physical component of the postcard further personalizes it.
Social Proof: We look to others to see how we should behave. There are two elements at play here. One: the messaging addresses the performance of their peers, pushing them to stay with or ahead of the pack. Two: this can be shared with a spouse, partner, or family member who can provide an additional level of support – for example, the reminder of a chance to partake in an awards trip with a partner can be very impactful.
Now, note that in the high performer card we tap into:
Loss Aversion: The pain of loss is greater than the pleasure of a similar gain. For high performers, the idea of having something valuable and then losing it is far more motivating than a “carrot” on a string.
And in the average performer card we use:
Gain Messaging: Framing the statement to focus on what can be gained from increased performance. With the moderate performers, where the perception is that there is more to be gained than lost, the gain messaging can drive a higher participation rate.
Try this with your sales force or reach out with the form below for help customizing and implementing this simple, effective technique within your team!
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Back in September, I partnered with Tim Houlihan to start “a monthly gathering of curious minds” which we called Behavioral Grooves. We thought it would be interesting to get like-minded people together to talk about applying behavioral science to life and work.
We had no idea if others would be interested in this…
We announced the meetup and were hoping to get at least a few of the friends that we had contacted to show up. We ended up with 24 people for that first session where we talked about habits – how they are formed and what people can do to improve them.
We were thrilled!
From there, it took off. We have over 180 members signed up to our meetup group and it is growing fast. We have had three monthly sessions as of early January 2018 and our fourth is lined up for two weeks from today. We have over 20 people who have made it to two or more of the sessions.
I guess we struck a nerve.
For our second session, we invited Professor James Heyman to speak and thought, hey, since he’s here, why don’t we interview him and make a podcast out of it. Thus, our Behavioral Grooves podcast was born. Tim and I both loved that so much that we decided that we didn’t want to wait for the next Behavioral Grooves session to record our next one – so we started to invite people and interview them – both live and over the internet.
To date, we have seven interviews recorded and three more in the works. These podcasts mirror the Behavioral Grooves sessions in that they are conversational in nature where we geek out over behavioral science and how we can apply behavioral science insights into our daily work and lives.
They have been a blast!
In reflecting on this, it appears to me that these two outlets provide us with a way of both learning and sharing. We want to be advocates for good, ethical use of behavioral science. We believe that there is much to learn and we can improve our work and lives by understanding and by applying these principles in a thoughtful and deliberate manner.
We also realized that we love the community that this is creating. A community of curious minds who are interested in science and the application of that science. A community of people that we can bounce ideas off of. A community of people that can push us to think about things from new perspectives.
This is ultimately what we have been building and hope that it grows and provides a place and outlet for others, as well as ourselves.
If you are ever in Minneapolis on the third Thursday of the month – please come and join us at our meetup (find out more info here) and if you can’t make that, please listen in to our podcasts (click here to find the latest).
As an IC Director, a lot of responsibility falls on your shoulders to drive performance, build motivation, and clearly communicate this year’s IC plan.
With your annual launch or quarterly updates around the corner, it’s time to figure out how you will effectively communicate your plan or plan updates to the field.
With over 20 years of successfully communicating incentive plans, we have learned a lot.
One of the most valuable lessons has been that a plan is only as good as the communications used to deliver it. If your sales team does not understand their plan then they are less likely to accept it, less like to trust it, and less likely to leverage its power to drive sales. This can lead to diminished performance and frustrations amongst the field.
Now is a valuable time to ask yourself:
Will your incentives be driving the right behaviors in your sales force?
Will they be communicated in a way that drives understanding, buy-in, and value?
Think of it this way: you can design the best performance jet in the world but if people don’t understand how to fly it, that jet isn’t going to get them anywhere.
So how do you ensure that your plans are understood and that they drive the behaviors that mean success for your sales team, your organization, and yourself?
Leverage behavioral science!
Behavioral sciences such as psychology, sociology, and behavioral economics help improve organizational communication and drive both action and behavior change. These cutting-edge scientific concepts are currently being used heavily in consumer marketing with positive results – and now they are being implemented by many companies as part of their internal employee communications. Behavioral science can help you communicate your plan to drive greater buy-in, increase motivation, and get your sales representatives to change their behaviors.
At the Lantern Group, we combine modern graphic design with behavioral science to help companies craft communications that get them results. We have designed communications for thousands of incentive plans and helped many companies achieve success. Let us help you!
Humans are interesting, they are quirky, they are irrational.
We think we know what is best for us. Often, we even assume that we KNOW what is best for us. e funny thing is – our behaviors do not always align with what’s best.
Dan Ariely introduced us to the fascinating world of irrational thought in his flagship book Predictably Irrational (one of our all time favorites) and I recently observed an interesting example of it at Denver International Airport.
This focused on the power of branding as a tool to make your communications immediately identifiable and reduce the mental load required to process them. An equally powerful tool is embedding powerful insights into your brand design to drive the behaviors of your audience.
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