{"id":46379,"date":"2021-08-29T10:52:45","date_gmt":"2021-08-29T14:52:45","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=46379"},"modified":"2021-08-29T20:06:30","modified_gmt":"2021-08-30T00:06:30","slug":"the-process-of-change","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-process-of-change\/","title":{"rendered":"The Process of Change: Experience, Feel, Change"},"content":{"rendered":"\n<p>What is the process of change? What roles do thought and emotion play?<\/p>\n\n\n\n<p>It&#8217;s widely believed that the process of change involves thoughtful analysis. However, most of the time, the process involves experience and feelings. That&#8217;s why using an <a href=\"https:\/\/www.shortform.com\/blog\/an-appeal-to-emotion\/\">appeal to emotion<\/a> can lead to effective change.<\/p>\n\n\n\n<p>Keep reading to learn how to leverage the process of change.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">The Process of Change<\/h2>\n\n\n\n<p>Once your rational side identifies a destination and solutions, get the driving power of your emotional side to spark action.<\/p>\n\n\n\n<p>Many people think that <em>all<\/em> change follows the process: analysis\u2192 thought\u2192 change. That is, you\u2019re presented with information, carefully analyze it, and execute a solution. However, this process only works for small changes that are quantifiable and defined, such as changing your route to work to hit an extra 1,000 steps each day.&nbsp;<\/p>\n\n\n\n<p><strong>When large change is at stake, the process looks more like: experience\u2192 feel\u2192 change.<\/strong> That is, when you experience something that makes you feel strong emotion\u2014such as outrage, joy, or disgust\u2014you\u2019ll automatically feel driven to make a change.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, some <a href=\"https:\/\/www.shortform.com\/blog\/the-future-is-vegan-rise-of-veganism\/\">vegan<\/a> campaigns show videos of how animals are slaughtered and made into the meat you see at the supermarket. Their goal is that the experience of watching the video and feeling sadness and disgust will cause you to stop eating meat.<\/li><\/ul>\n\n\n\n<p>Understanding the process of change is crucial because it determines the success rate of getting others on board with your idea for change. When you\u2019re stuck on the process of change that is incorrect, you assume that people aren\u2019t changing because they simply don\u2019t understand the rational explanation of what needs to be done, and why.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, you might think, \u201cPeople won\u2019t stop buying bottled water because they don\u2019t understand the impact plastic bottles have on the environment.\u201d<strong>&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<p>This misdirects your efforts\u2014thinking that the audience doesn\u2019t understand the problem leads you to put your efforts toward finding a way to explain the problem in a way that will make them care. However, your audience usually <em>already knows<\/em> everything you\u2019re explaining\u2014hearing the information again won\u2019t suddenly make them care or see the need for change.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why People Think They Don\u2019t Need Change<\/h3>\n\n\n\n<p>Most people unconsciously have a \u201cpositive illusion bias\u201d\u2014that is, most of us think much more highly of ourselves than we think of others. There are three ways this bias makes it hard for people to understand the necessity of change:&nbsp;<\/p>\n\n\n\n<p>1) When you <a href=\"https:\/\/www.shortform.com\/blog\/think-too-highly-of-yourself\/\">think highly of yourself<\/a>, you don\u2019t believe that there\u2019s anything about you that needs to be changed.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Imagine an alcoholic who believes he\u2019s performing exceptionally well at work. He doesn\u2019t see his drinking as a problem, because his work performance is evidence to him that he\u2019s fine. Meanwhile, everyone around him can see that he\u2019s drunk at work every day.&nbsp;<\/li><\/ul>\n\n\n\n<p>2) When you assume that your behaviors are better than others\u2019, you can more easily rationalize those behaviors.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>For example, if someone urged you to be more eco-conscious by lessening your bottled water purchases, you might think, \u201c<em>I\u2019m <\/em>not the problem. I don\u2019t drink nearly as much bottled water as some people, and I almost always recycle.\u201d&nbsp;<\/li><\/ul>\n\n\n\n<p>3) When your actions have known negative effects, you believe that you\u2019re \u201cabove\u201d these effects in ways that others aren\u2019t.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>You might think, \u201cSmoking is known to have some bad health effects, but I have a great immune system. I doubt I\u2019ll end up getting a serious disease from it.\u201d<\/li><\/ul>\n\n\n\n<p>Rational information about why change is necessary doesn\u2019t work because that information is filtered through the positive illusion bias\u2014it gets warped in such a way that it can be easily ignored. To get people on board with your ideas, remember the process of change: <strong>experience\u2192 feel\u2192 change<\/strong>. Appeal to their feelings by creating an experience (like the vegan message) that will elicit a strong emotional response\u2014emotions can\u2019t be rationalized away like information can.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Shortform Example: The Intervention&nbsp;<\/h4>\n\n\n\n<p>You try to get a drug addict to commit to rehab. Assuming that the process of change is analysis\u2192 thought\u2192 change, you give him information about the possible deadly contaminants in his drugs and show him rates of fatal overdose in your city, hoping he\u2019ll see the danger of using. Instead, he easily rationalizes away the information: \u201cI don\u2019t use dealers that would push contaminated drugs, and I won\u2019t overdose. I know my limits.\u201d<\/p>\n\n\n\n<p>You change your methods\u2014switching to the process of change that involves experience and emotion\u2014and find a way to appeal to his feelings. You set up an intervention with his family and a few of his close friends. His daughter expresses how sad she is that she can\u2019t spend time with him like her friends spend with their dads. His parents explain that they live in a cloud of worry, always waiting for a call from the hospital or the cops.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>His family\u2019s appeal to his emotions cuts through his idea that he\u2019s somehow invincible or smarter than others. He thought his addiction was well-hidden and didn\u2019t affect his family\u2014hearing the contrary, he experiences shock and sadness. He commits to rehab.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Which Emotions Are Most Useful?<\/h3>\n\n\n\n<p><strong>If you\u2019re going to effectively appeal to emotions, you need to be sure you\u2019re focusing on the <\/strong><strong><em>most useful ones<\/em><\/strong><strong> <\/strong><strong><em>for the context.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<p>Negative emotions, like sadness, shock, or disgust are most effective for <em>specific, personal changes<\/em> because they tend to prompt specific actions\u2014such as getting an addict to stop buying drugs, or convincing people to stop buying bottled water.&nbsp;<\/p>\n\n\n\n<p>Within the context of an organization, however, things are a bit different. Some organizations try to motivate their employees to change by creating crises\u2014by announcing layoffs, for example\u2014that foster negative emotions. However, instead of creating organizational change, this method only prompts employees to make small, short-term changes that will keep them out of danger.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Instead of becoming better salespeople, your employees will likely only focus on getting their sales up for a few weeks just to avoid a round of layoffs.&nbsp;<\/li><\/ul>\n\n\n\n<p><strong><a href=\"https:\/\/www.shortform.com\/blog\/organizational-goals\/\">Organizational goals<\/a> are usually achieved through <\/strong><strong><em>ambiguous, long-term, and evolving <\/em><\/strong><strong>changes\u2014which depend on an appeal to positive emotions like surprise, empowerment, or excitement. <\/strong>These emotions broaden your vision and increase the number of things people might think about or explore. This grants you the flexible, sustainable, and creative solutions that large, long-term changes require.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Example: Engineering Target\u2019s Comeback<\/h4>\n\n\n\n<p>In 1992, Robyn Waters joined Target as a trend manager. The company had an ambitious goal\u2014they wanted to become an \u201cupscale discounter,\u201d revamping their image to stand out from huge competitors like Walmart.&nbsp;<\/p>\n\n\n\n<p>At the time, Target buyers relied heavily on copying trends\u2014they pinpointed fashion bestsellers, then made and sold knockoffs. While this kept Target stable, it also kept it stagnant. Instead of <em>riding<\/em> trends, they were <em>following<\/em> them. Waters wanted to change this mindset, getting her buyers on the forefront of trends instead of following the herd.&nbsp;<\/p>\n\n\n\n<p>She seized her chance for change when vibrant colors came onto the fashion scene in London and Paris. She couldn\u2019t simply tell her buyers to go for color\u2014their analysis of past years\u2019 sales showed clearly that neutrals were big sellers, and colors sold poorly.&nbsp;<\/p>\n\n\n\n<p>Understanding the process of change, Waters appealed to the <em>emotion<\/em> color evoked instead: She brought brightly colored candies to all her meetings, talked about Apple\u2019s new colorful iMacs, and showed off pictures of colorful window displays around the world. These colorful presentations made buyers feel intrigued and pleasantly surprised. She\u2019d say, \u201cDon\u2019t we want <em>our<\/em> brand to make people feel that way, too?\u201d&nbsp;<\/p>\n\n\n\n<p>These meetings quickly fanned the flames of change-supporting emotions like energy, creativity, hope, and competition. The experience of color made them see the need for the change that information and analysis couldn\u2019t\u2014and shot them toward their trend-forward, upscale goals.&nbsp;<\/p>\n\n\n\n<p>When you understand the process of change, you are better equipped to take an effective approach.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the process of change? What roles do thought and emotion play? It&#8217;s widely believed that the process of change involves thoughtful analysis. However, most of the time, the process involves experience and feelings. That&#8217;s why using an appeal to emotion can lead to effective change. Keep reading to learn how to leverage the process of change.<\/p>\n","protected":false},"author":9,"featured_media":46386,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,9,43],"tags":[465],"class_list":["post-46379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-psychology","category-self-improvement","tag-switch","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Process of Change: Experience, Feel, Change - Shortform Books<\/title>\n<meta name=\"description\" content=\"The process of change involves experience and emotion far more than thoughtful analysis. 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