1. BUY-IN Understanding Possible Responses to Attempts to Influence James G. Clawson Darden GSB, UVA 1 1

2. Buy-In People often talk about getting “buy-in” and then moving on. Wait a minute! “Buy-in” may not be that easy. First, “buy-in” or “commitment to your request” is not binary, it’s an analog phenomenon. Let’s explore the various possible levels of response or commitment to your request, “buy-in,” that you might encounter when you ask someone to do something. 2

3. Buy-In: Seven Layers of Commitment 1. Passion (“What you ask is the #1 thing in life.”) 2. Engagement (“I want to do what you ask.”) 3. Agreement (“I will do what you ask me to do.”) 4. Compliance (“I will do what you ask but I will be looking for loopholes all the time.”) 5. Apathy (“I really don’t care what you ask one way or the other.”) 6. Passive Resistance (“I go slow, occasionally make mistakes and drop a wrench in the works.”) 7. Active Resistance (“I will fight what you want.”) (c) James G. Clawson 3

4. Buy-In: A motto for each level Passion Engagement Agreement Compliance Apathy Passive Resistance Active Resistance “Whatever it takes.” “Do want you want.” “Do what you should.” “There’s always a work around.” “Whatever.” “Oops.” “No way in hell.” (c) James G. Clawson 4 Buy-In LevelMotto

5. I invite you to memorize this scale … – Look for and become skilled at sensing others’ level of “buy-in.” – Throughout the course, focus on how you can increase buy-in. – Watch out for three main strategies for influencing buy-in. – Strive to become skilled at using all three strategies well—and honestly. 5 5

6. End of Buy-In Exercise 6 6