SXSW 2015 – Day 1.2: 3:30 Session

Specific tactial and practical talk by Dan Pink:

Fear, Shame, Empathy & Other Ways to Change Behvior

Words he won’t use: Disrupt, Disruption, Disruptive, Disruptafarian

Talks about his show on NatGeo called “Crowd Control.”

1. Use fear the right way:

– Negative emotions narrow our scope. That’s very good sometimes. Put blinders on can be useful.. sometimes. So for emergency settings, fear is really useful. Fear in this case helps us. Narrow focus can be helped with fear.

– Would work for 3 more deals before end of month, but not for a new product idea. Positive emotions expand.

2. Questions to change people’s behavior over statements. Questions (often) beat answers.

Questions by their very nature elicit an active response.

People come up with their own intrinsically motivated reasons for disagreeing with people, when the facts are not clearly on your side, don’t do that.

3. When the facts are clearly on your side, persuade with questions.

Two Irrational Questions:

What are you on a scale between 1 and 10?

Why didn’t you pick a lower number?

Captured here:

Social Proof, Bob Cialdini

The “This is how we do things around here.”

People look to other people for queues of how to behave.

Get someone to talk to about their own reasons for doing something. #askpink

4. Make time to Rhyme. Rhyming increases processing fluency. If you look at how kids learn to read, lot of rhymes used, as it increases processing fluency.

Haribo’s message rhymes in every language. (Gummy bear makers). “Kids and grown-ups love it love it so–the happy world of Haribo.”

5. Give people an off-ramp. Make it easy for people to do something. Check the box you want them to check.

Three times the take up rate if you make a specific letter. Social psychology lesson.

We always overweight the importance of personality and underweight the context that people are in. Don’t go with first instinct that “he or she is this.”

6. Don’t make things abstract. Put a face on it. Don’t make it abstract, make it concrete.

Parking test: put a picture of a person who is disabled on the disabled parking places. It becomes specific, not generic.

7. Try Stuff. You don’t know what’s going to work.

New Orleans bike theft and cardboard cut-outs experiment. (People stole the cut-outs.)

Aggressive men may have certain face types.

Conclusion is context counts.

How can you help people show confidence: Interrogative self-talk. So instead of encouraging yourself, you ask yourself a question, “Can you do this, and, if so, how?”

Dolores Abarisin, U Penn, researcher that shows this.

For obesity and diabetes: go for SMALL WINS. Small wins that cascade. And change the environment. So much of what we do is what we always do, because it is there.

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