Art of influence
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.
Developing strategic thinking
Strategic thinking is about keeping the big picture in view. It’s often about asking the right questions, questions that frame or reframe an issue and place it in a broader perspective. It’s about stepping back, raising awareness, challenging assumptions, discerning what’s most important. This demands listening to God, our environment, ourselves and each other.
In order to do this well, we need to develop an ability to step back from immediate detail, plans and activity. Imagine yourself with a camera. It’s about zooming out to see the wider landscape, the ‘what else’ that can go unnoticed. It’s often the bigger frame that makes sense of what we’re seeing when we zoom in. It provides context, a basis for meaning-making.
The value of stepping back mentally, metaphorically zooming out in this way, is that we can re-evaluate our priorities, our direction, what we’re spending time and resources on, how we’re approaching things, whether we’re focusing on the right things, whether we’re allowing ourselves to become distracted by things that are not adding optimum value.
One way to develop our strategic thinking ability is to jot down sample questions that can help draw the big picture into view. ‘What do our customers or beneficiaries value most?’, ‘What are our competitors planning and doing?’, ‘What are the major forces driving change in our environment or sector?’, ‘What challenges and opportunities are emerging over the horizon?’
Be open and curious. ‘What would a great outcome look and feel like for our different stakeholders?’, ‘What do we do best?’, ‘What do we feel called to do?’, ‘Who are our potential allies?’, ‘What assumptions are we making?’, ‘What are we avoiding?’, ‘How are we constraining ourselves?’, ‘What might someone else see that we’re not seeing?’
Another way is to start with a day to day issue, perhaps something you’re working on at the moment. At an operational level, the key concern is how to do it well to achieve the desired results. It’s as if the frame has already been set. ‘This is what I need to do. I will spend my time, effort and resources on working out how best to achieve it, then do it.’
Now step back from the same issue a little and ask yourself or invite someone else to ask you some wider tactical questions. ‘What is it that makes this task so important?’, ‘What other ways could I achieve the same, or even better result?’, ‘How does what I’m doing dovetail with related tasks that others are doing?’, ‘How well does this serve our overall team goals?’
Take successive steps back until the questions you are asking draw the wider external environment and future considerations into account (as above). Now you are likely to be approaching a strategic level. The further you step back, the more research it is likely to entail. It’s about moving outwards from your normal frame of reference to consider wider issues that may prove pivotal.
What all these questions do so far is to develop an awareness of ‘what else is in the picture that we should take account of in our key decisions?’ In other words, they focus on the ‘what’. The next stage involves discernment, or the ‘so what’. What does all you’ve been thinking about, looking at, exploring and researching point towards that could be significant?
Facing multiple issues, knowns and unknowns, clarity and ambiguity, can feel bewildering. In light of this, moving forward may best involve working with others, drawing on shared thinking, experience, intuition, listening and prayer. ‘What are we hearing?’, ‘What should we pay attention to and what can we safely ignore?’
The final phase, the ‘now what’, involves making strategic decisions. These are the fundamental decisions that will form the basis of subsequent strategising and planning. The best decisions provide focus and clarity. ‘This is how the strategy will achieve our vision’, ‘This is what we will do and not do’, ‘This is how we will resource the organisation to achieve it.’
The process as a whole is about learning to plan with our eyes open. It’s about seeking to be open, exercising wise judgement and making sound decisions. In light of the fluid, rapidly changing and often unpredictable environments that many organisations are facing these days, strategic review and re-focus is now more often an on-going than periodic venture.
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