What makes a great influencer? What influences you? What have been your best and worst experiences of influencing other people? What have you found makes the difference?
Influence is sometimes described as the art or psychology of persuasion. It’s about creating a shift in a person or group’s beliefs, thinking, feelings, attitudes, actions or behaviour. We’re influencing all the time through our everyday social interactions but not always in the ways we would hope for. For example, as you read what I’m writing here, your own views about influencing will be affected at some level. It could strengthen your existing beliefs or create a shift, no matter how small. The art of influencing is at heart about enabling a shift in the direction that the influencer hopes for.
This implies at the outset that influence demands intentionality. It implies a deliberate act, a strategy or sorts, with a particular goal in mind. This intention is not always clear, however, even to the influencer. We’re not always sure what influences our own behaviour, even if we rationalise or post-rationalise it at a conscious level. So, for instance, I could tell and convince myself that I’m behaving or acting in a certain way because that explanation feels more personally or socially acceptable, even if deeper factors or motivations are at work at subconscious or unconscious levels.
Assuming for argument’s sake that I have a clear and conscious intention or goal in mind, what can I do to create a shift in another towards my desired direction? As a leader or manager, I could use my positional power to demand a change in action or behaviour. It could result in compliance to achieve reward or avoid punishment, or resistance as an effort to avoid the change. It’s unlikely, however, to change the other party’s underlying beliefs, values, attitudes etc. in the way that I may hope for, especially if I want to achieve transformational and sustainable change.
This is of course one of the critical challenges of change leadership: how to move a person or group to a psychological place where they choose freely to change without coercion or external pressure. It’s the same kind of challenge faced by trainers and marketeers: how to influence people’s attitudes, choices and behaviours without access to formal power or authority to ensure those changes happen. It begs interesting and important ethical questions, e.g. how to achieve a shift without unethically manipulating people or groups, especially those who are vulnerable.
In my experience, a key factor in influencing is understanding what matters most to other people. This is often the starting point for market research, surveying targeted populations to find out what they choose and why. If I understand what matters to you, what you value most, I can frame my product, service, idea, argument, language etc. in terms that will make it feel familiar, acceptable or attractive to you. In advertising, I may use people or images you consider iconic, admirable, inspiring or trustworthy to build a psychological bridge towards you – and to entice you to cross it.
The same principles apply to influencing in the workplace. Recognising that employee engagement influences talent retention and organisational performance, many organisations conduct staff surveys, pulse checks, focus groups etc. to understand how the organisation feels to those who work for it. Such surveys provide opportunity for leaders and staff to influence the organisational culture and climate and for staff to influence what leaders pay attention to. Some of the more sophisticated surveys check ‘what matters most to you’ alongside general satisfaction scores.
Many organisations also use a whole variety or initiatives including competency frameworks, performance management systems, reward and recognition strategies to identify, publicise, affirm and reinforce behaviours that leaders consider most valuable for the organisation. All of these processes aim at some level to influence perspectives, attitudes and actions. The leadership agenda involves not only understanding what matters most to staff but influencing what people will choose in order to align personal choices and decisions with what the organisation wants or needs.
So, what are the key factors that enable us to be effective influencers? Firstly, have a clear and explicit intention. If we have mixed or hidden motives, we lack integrity, others will pick it up intuitively and it will undermine trust. If you’re unsure what your true motives are, reflect on this honestly with a critical colleague or friend beforehand. Secondly, research and understand what matters most to other people. If we can tap into others’ language, culture, values and goals and address them well in what we propose, we are more likely to build bridges and achieve win-win solutions.
Thirdly, have a clear sense of what we want others to think, feel or do differently. This enables us to design and communicate messages clearly. I often ask myself before presentations or meetings, for instance: ‘What do I want people to think, feel and do as a result of what I do today?’ Fourthly, reward changes in ways that others value and appreciate. If we ask those we seek to influence, for instance: ‘How do you want to do this?’, ‘What would make this worthwhile for you?’ or ‘What would make a great outcome for you?’, it demonstrates humanity, relationship, humility and respect.
I had strange dreams about mirrors and reflections last night and woke early in the darkness. I lay there for a while, semi-conscious, daydreaming about the brightness of the moon and how it reflects the light of the sun. I prayed silently, instinctively, ‘Just as the moon reflects the light of the sun, may my life reflect the light of God’. Then I woke up.
I do think there’s something profound about mirrors and reflection as psychological, cultural and spiritual phenomena. The recent fantasy film, Snow White and the Huntsman created a vivid portrayal of a tormented queen returning repeatedly to seek reassurance in the mirror of legend: ‘Mirror, mirror on the wall, who is the fairest of them all?’
The queen’s sense of self, security and value were based on the response from the mirror. It’s as if she didn’t really know who she was, how she was, without reference to its external perspective. According to psychodynamic and social psychological theories, our sense of self is affected by the responses we evoke and encounter in others.
Take, for instance, a young child who gazes into its mother’s face. If it sees consistent expressions of warmth, attentiveness, affection and happiness, it may well develop the sense that ‘I am loved’ and, thereby, ‘I am loveable.’ If on the other hand the child consistently sees looks of disapproval, it may develop a negative sense of self.
Psychodynamic theorists (e.g. Winnicott) call this process ‘mirroring’.Just as a person knows what they look like by glancing in a mirror, a child sees something of itself, learns something about itself, its relationships and its place in the world, by observing what is mirrored in the face of others. It’s a process that continues throughout our lives.
This phenomenon has deep existential implications. Corinne Taylor in her paper, You are the fairest of them all, comments on what may happen if a mother lacks connection with the child and fails to offer mirroring: ‘Perhaps a mother with a rigid face gives the baby the sense of never having being at all.’* Its very existence may feel negated.
Richard Rohr in his book, The Naked Now draws spiritual parallels, inviting us to consider what we see in God’s face, his gaze, as we gaze at him in prayer. It’s as if God is the ultimate, absolute parent figure in whose face we are able to gain a true sense of who we actually are. A distorted image of God will create a distorted image of self.
Projection is a related psychological process whereby we project aspects of ourselves (often aspects we feel uncomfortable with) onto other people or even onto God. I may be aware of and focus on characteristics of others that I’m not aware of or deny in myself, even though others may recognise them as typical of me.
If I grow in awareness of my projections, I can grow in awareness of myself by noticing what I notice in others. It’s another form of mirroring. As a leader and coach, I can draw important lessons too: what do others see in my face; do my responses help others develop a truer and more-loved sense of self; do I reflect the light of God?
I was speaking with a colleague recently who felt trapped in unresolved conflict. It was a key relationship, one that couldn’t be avoided, and all previous efforts had failed. As a consequence, both parties were feeling frustrated, de-energised and despondent about the future. As we explored how they had attempted to fix things in the past, it became clear they had focused on all the negatives…a long list of annoying and painful experiences from the past. Their conversations were characterised by blame and demands. It felt intractable.
The problem with such patterns of behaviour is that they create a negative expectation of the future. Both parties now felt stressed before they even spoke with each other. The stress affected their perspective and their resilience, their ability to hear and to cope. So we decided to try a different approach. How to build a positive expectation in order to create a different focus, a different conversation and, ultimately, a different relationship. It wouldn’t be easy but it felt worth a go. My colleague felt sceptical but, nevertheless, willing to give it a try.
Firstly, we agreed that next time they spoke, they would meet off site in a physical environment (e.g. café, park) that they both found positively stimulating and energising. This helped to break them away from the current environment that held such negative memories for them. Secondly, we agreed they would speak only of the positive moments in their relationship together. They found this hard at first. The negative experiences felt so overwhelming that they could hardly think of any positives. Nevertheless, they managed to remember some examples.
Thirdly, we agreed that after sharing such positive examples, they would each share future hopes for their relationship: ‘what we would like our relationship to be more like, more of the time’. They reflected each others’ hopes back to each other: ‘So you would like…’ Fourthly, we agreed they would move on to discuss ‘what it would take from me to make this work in practice’. This shifted each party’s focus from the other onto themselves. ‘This is how I would need to change…this is what it will take for me to do it…this is the help I will need.’
This kind of approach demands openness to fresh possibilities, humility, a willingness to forgive. It demands imagination and courage too, an ability to envision and embrace a new future. It’s not easy and the support of a friend, counsellor or coach can help make the journey possible. I would be interested to hear examples from others who’ve worked on conflict resolution too. What was the issue? How did you approach it? What happened as a result? What made the biggest difference? What did you learn? What would you do the same or differently next time?
I took part in an ‘immunity to change’ coaching psychology workshop this week. Based on work by Kegan and others, we looked at how and why personal and organisational change can be so difficult to achieve and sustain. The notion of immunity is taken from the physiological system where the immune system serves to protect and preserve. The psychological parallel could be regarded as an anxiety management system, designed to protect us from feelings of insecurity and threat.
The psychological immune system provides relief from anxiety. It enables us to function in the world, to maintain a degree of psychological health. The problem is that we can become locked in defended patterns of belief and behaviour, often out of conscious awareness, that prevent us facing fresh challenges and growing in resilience by surfacing, confronting and working through our deepest fears. It’s as if we become subject to our beliefs and assumptions, rather than choosing them.
In the workshop, we worked through a 4-step process known as creating an X-ray or immunity map. Draw 4 columns on a sheet of paper. In the first column, write down the ‘one big thing’ about yourself that, if you could change and achieve it, would make a significant positive difference in your life and work. You may want to take feedback from others too. For example, what do key colleagues believe would make the biggest positive difference to your performance at work?
In the second column, write down what you do (or, conversely, don’t do) that works against you fulfilling that goal. In other words, how do you actually behave in practice that’s different to the ‘one big thing’ that you want to characterise your behaviour in the future? Try to be very specific. ‘I do X’ or ‘I avoid doing Y’ rather than describing feelings or states of mind. You may want to ask others for feedback too on what they observe you doing or not doing, e.g. in the workplace.
In the third column, start first by vividly imagining yourself behaving in real situations in the opposite way to how you described yourself behaving in the second column. Try focusing on those behaviours and situations that could feel most scary, threatening or dangerous. Allow yourself to really feel the feelings, to feel the deep discomfort, anxiety or pain that such behaviours and situations evoke for you. You may find this best to do with a coach who can provide appropriate support.
In the fourth column, reflect and write down the core beliefs and deep assumptions you are carrying that lead to the feelings you are experiencing. These are often assumptions drawn from childhood experiences, e.g. ‘I must do everything perfectly if I am to be loved and accepted by others.’ Such assumptions are often unspoken, subconscious beliefs that guide our thinking, feeling and behaviour. Again, it can be useful to work with a coach to help you tease out such beliefs.
This 4-step process is designed to surface underlying beliefs and assumptions that have such a powerful influence that they hold our current behaviours in place. They are the subconscious anchors that can hold us back from changing. By surfacing and ‘objectifying’ our beliefs, we have opportunity to weigh them up, examine and challenge their validity. How true are they? What evidence supports them? How well do they serve us? What alternatives could be more realistic and releasing?
We closed this activity by setting up four chairs in the room, each representing one stage of the process. The person acting as ‘client’ would sit in one seat at a time while the coach coached them through that stage of the process. On completing one stage, the client would move to the next seat. We also experimented with physicality too, inviting the client to act out their goal at the first stage and their feelings at the third stage. The impact was dynamic, vivid and visual.
According to the theory underpinning this approach, change efforts fail if they address profound issues at a surface, technical or behavioural level without attending to underlying psychological dynamics too. Deeply held beliefs and assumptions act like an elastic band, pulling the person back to where they started once the pressure to change is released. If the person or group is enabled to explore their personal and wider cultural beliefs, genuine transformation becomes possible.
I'm curious about how the 'teenagers and stones' incident surfaced into awareness yesterday (see blog: 'A counterintuitive moment'). It happened almost 30 years ago and I've hardly thought about it since. What is it in my current experience that resonates with that one? What am I feeling now that reminds me subconsciously of how I felt then?
It's a process known in human givens therapy as pattern matching, tapping into an emotional memory. There's something about what I'm facing, what I'm experiencing in the here and now, that looks and feels familiar at a preconscious level.
It could be, for instance, a troubling feeling I'm ignoring, suppressing or avoiding. Is God prompting me to pay attention to something? On reflection, I've felt unfairly criticised this week, under proverbial attack. I've felt powerless to defend myself. Therein lies the parallel. I've felt tempted to become defensive, to hold my ground, to fight back.
Is God reminding me of what I learned back then, to draw on that experience as a means to addressing this one? To meet criticism with vulnerability, humility and openness; to reach out and seek relationship, rather than shrink back or fight?
I'm reminded of an encounter I once had with a facilitator in a group. I found the group experience deeply frustrating and challenged the facilitator forcefully. The facilitator, a skilled psychotherapist, responded openly and non-defensively and simply said, "It's not the first time you've been here, is it?"
He was right, the feeling of frustration felt familiar, reminded me of how I had felt in similar situations in the past, and I had imported those feelings into this new situation. This is transference, transferring beliefs, thoughts and feelings from the past into the present. It was a fair challenge, and I'm still learning.