1. DS 111109 Page 1Change and Changing Minds -- WQD 11th November 2009 Change and changing minds The core process for changing minds David Straker, WQD Sellafield Wednesday, 11 th November, 2009

2. DS 111109 Page 2Change and Changing Minds -- WQD 11th November 2009 The heart of the quality job is changing minds …so we need to good at it!

3. DS 111109 Page 3Change and Changing Minds -- WQD 11th November 2009 Many, many changing-minds disciplines Advertising Acting Activism Argument Auctioneering Brand management Buying Change Management Children Coaching Communication Confidence tricksters Conflict management Consulting Copywriting Counseling Cults Dating Diplomacy Espionage Financial advisors Friendship Fund-raising Gambling Government Human Resources Hypnotism Interrogation Job finding Journalism Lecturing Lawyers Leadership Management Marketing Market trading Mediation Missionaries Multi-level Marketing (MLM) Negotiation Networking Parenting Philosophy Poetry Policing Politics Propaganda Protesting Psychoanalysis Publication Public Relations Recruitment Religion Rhetoric Romance Screenwriting Sales Seduction Sociology Storytelling Teaching Terrorism Therapy Trade Unions Warfare Workplace design Writing

4. DS 111109 Page 4Change and Changing Minds -- WQD 11th November 2009 The core process for changing minds Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

5. DS 111109 Page 5Change and Changing Minds -- WQD 11th November 2009 Information is power Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

6. DS 111109 Page 6Change and Changing Minds -- WQD 11th November 2009 What kind of information? About the other person What they want now What they might want How they become motivated …(and much more) About yourself What do you want/need? What makes you tick? About other things Like economic conditions, political climate, etc.

7. DS 111109 Page 7Change and Changing Minds -- WQD 11th November 2009 Trust: The Gateway to Persuasion Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

8. DS 111109 Page 8Change and Changing Minds -- WQD 11th November 2009 The structure of trust Of reliability Of honesty Of care To me To trusted others Evidence Longer-term Similarity Short-term To ideal Trust Trustee TrusterRisk preference Belief about people Relative power

9. DS 111109 Page 9Change and Changing Minds -- WQD 11th November 2009 We all trust differently The trust spectrum Blind trust Blind paranoia Due caution Trust without evidence Trust with evidence Distrust without evidence

10. DS 111109 Page 10Change and Changing Minds -- WQD 11th November 2009 Non-verbals Body movement, including speed, shape, gestures, clusters, coordination, breathing, etc. Voice, including pitch, tone, speech errors, timbre, speed, etc. And things like skin colour, etc. What are the non-verbal signs of trust? What does trust feel like?

11. DS 111109 Page 11Change and Changing Minds -- WQD 11th November 2009 The core process for changing minds Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

12. DS 111109 Page 12Change and Changing Minds -- WQD 11th November 2009 The critical persuader Tension

13. DS 111109 Page 13Change and Changing Minds -- WQD 11th November 2009 Tension is about gaps which drive us What I want What I have Need to reduce tension Search for solution to reduce gaps My tension gaps

14. DS 111109 Page 14Change and Changing Minds -- WQD 11th November 2009 Some notes about tension Overload Distractions Push vs. Pull Preferences !

15. DS 111109 Page 15Change and Changing Minds -- WQD 11th November 2009 What are the emotions of tension? Desire Gap: What I have vs. what I want Anticipated pleasure Fear Gap: What I have vs. what may happen that I do not want Anticipated pain Frustration Gap: What I am trying to achieve vs. what is happening Surprise Gap: What happened vs. what was expected In fact most emotions are about gaps

16. DS 111109 Page 16Change and Changing Minds -- WQD 11th November 2009 What are the non-verbal signs of tension?

17. DS 111109 Page 17Change and Changing Minds -- WQD 11th November 2009 The core process for changing minds Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

18. DS 111109 Page 18Change and Changing Minds -- WQD 11th November 2009 After tension comes closure Closure is the resolution of tension It is not something you do It is what happens in the other persons head

19. DS 111109 Page 19Change and Changing Minds -- WQD 11th November 2009 Types of closure Decision Deciding to buy, do, etc. Learning The Aha! of the penny dropping Acceptance Realising that you cant stop the bad stuff …

20. DS 111109 Page 20Change and Changing Minds -- WQD 11th November 2009 What are the emotions of closure? What tension emotions do they follow? Joy Follows desire Relief Follows fear Sadness Follows unfulfilled desire …

21. DS 111109 Page 21Change and Changing Minds -- WQD 11th November 2009 What are the non-verbals of closure?

22. DS 111109 Page 22Change and Changing Minds -- WQD 11th November 2009 The core process for changing minds Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

23. DS 111109 Page 23Change and Changing Minds -- WQD 11th November 2009 What can you do to sustain commitment? Involvement Public commitment Burn bridges Rites of passage Communication Evidence Golden handcuffs Education Set up even bigger tensions should they quit

24. DS 111109 Page 24Change and Changing Minds -- WQD 11th November 2009 How do you know when people are committed?

25. DS 111109 Page 25Change and Changing Minds -- WQD 11th November 2009 The core process for changing minds Information Trust Tension Closure Commitment BeforeDuring interactionAfter Developing trust Sustaining trust Sustaining tension Planning I listenI agreeI act Achieving closure Building tension Acquiring, structuring and using information Sustaining commitment Sustaining closure Sustaining trust

26. DS 111109 Page 26Change and Changing Minds -- WQD 11th November 2009 Change and changing minds The core process for changing minds David Straker, WQD Sellafield Wednesday, 11th November, 2009 Thank you http://changingminds.org http://syque.com