ALL CHANGE IS PERSONAL
Persuasion and Influence
Most change efforts fail not because of bad strategy but because people don’t buy in. Employees and leaders resist when they feel forced, overwhelmed or unconvinced.
That’s where persuasion and influence come in.
Rooted in behavioral psychology, persuasion is about framing change in a way that feels natural, beneficial and aligned with what people already value.​
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​When persuasion and influence are woven into the change process, resistance fades and buy-in rises.
A few ways to incorporate Persuasion and Influence into Change Management:
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Frame the change around personal benefits. People don’t care about company goals. They care about how change affects them. Show them what’s in it for them.
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Use social proof. Highlight early adopters, success stories and peer testimonials to create momentum.
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Make the desired behavior the easiest choice. Reduce friction by structuring processes so that opting into change is simpler than resisting it.
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Leverage the power of reciprocity. People are more likely to support change if they feel heard and valued first. Give them input, listen to concerns and acknowledge their challenges.
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Use the contrast effect. Make change feel easier by positioning it next to something harder.
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Tap into loss aversion. People are more motivated to avoid a loss than to gain a benefit. Frame change as a way to prevent frustration, wasted time or falling behind.
The Science of Yes
Making Behavior Change Irresistible
People don’t like being told what to do. But they can still be influenced and persuaded.
— OUR CORE BELIEF —