Flipping the Switch

Everyone knows the saying, Change is Hard. And anyone who’s ever tried to lead change – whether starting a new diet at home or starting a new initiative at work – knows that it can be incredibly tough to create lasting, effective change, even on the smallest of scales.

What stinks about that, though, is the fact that change – and the need for change – is everywhere.

In many ways my life, especially over the last couple of years, has been my own personal study of change. Whether it’s starting (and finishing business school), getting married, or looking for a new job, the one constant in my life has definitely been change (I mean, even my blog is about change!)

Of course, I know I’m not unique in this regard.

CSR practitioners often talk about driving change internally or influencing others to create change within their organization. In fact, as I learned last year, one of the most crucial core competencies for CSR professionals, as identified by the Boston College Center for Corporate Citizenship, is the ability to lead change.

After all, when we’re asking our coworkers, our bosses, or our peers to integrate sustainability or CSR values and behaviors into their routines, we’re asking them to change.

And of course, we end up right back where we started: Change is Hard.

All of these questions and issues have been on my mind a lot recently, as I think about both the changes I am going through in my personal life, as well as the changes I am undertaking professionally.

For that reason, I felt inspired almost the instant I started reading Switch: How to Change Things When Change is Hard, by brothers Dan and Chip Heath.

If Dan and Chip’s names sound familiar to you, it’s because they probably are – both are business school professors, and a few years ago they published their much-acclaimed book Made to Stick (another fantastic read that I recommend highly).

Over the course of 250 pages or so, the Heath brothers break down change into three buckets:

• Direct the Rider
• Motivate the Elephant
• Shape the Path

At this point you’re probably wondering what the heck I’m talking about. So, here’s the deal:

According to Dan and Chip, inside everyone is an Elephant and its Rider.

The Elephant is our emotional side, our irrational side – the part in each of us that worries, loves, fears and acts on impulse. On the other hand, each of us also has a Rider – that is, our ability to reason, to analyze, or to look at things with black and white objectivity.

The relationship between the Elephant and the Rider is based on one simple idea: The Rider believes that through reason and logic, it can control the Elephant.

If you think about this for a second, you’ll know it’s true: how many times, for instance, have you forced yourself to sign up for that project, accept that job offer, or generally do something you didn’t really want to – just because it was The Right Thing to Do?

I know I certainly have.

The problem is, however, that the Rider exerts a ton of effort and energy in trying to control the Elephant. It’s hard work to force that Elephant to take a different path, and after a while, the Rider will inevitably lose because the Elephant – the emotion – is just too strong. At some point, emotion will trump reason and the Elephant will go wherever it wants. (One of my favorite examples in the book is the dieter trying to forget about the fresh baked cookies in the kitchen. No matter what, chocolate chips will always win against willpower!)

And this, in effect, is what happens with change.

When trying to influence change – for example, getting employees to recycle at work – you can start by appealing to people's reason. Recycling, you’ll say, is the right thing to do! It saves our office money, it reduces our contributions to landfill, and it helps us meet our sustainability reporting goals.

Sure, providing the business case or the ROI for recycling may make sense initially, but to make any lasting change in office recycling, Dan and Chip would point to the Elephant. Remember: the Rider can force the Elephant to do something for a while, but he probably won’t be successful long term. For people to adopt a change initiative for good, we must create an emotional tie or personal relevance to that activity or behavior. In short, we must motivate the Elephant.

In this case, Dan and Chip might suggest collecting all of the aluminum cans thrown out in one week – and then displaying them very visibly for everyone to see in the cafeteria. Such a clear and tangible reminder of people’s waste – that my five soda cans per week, and your five soda cans per week, really do add up – might be just the hook you need to capture the Elephant’s attention. Do that, and then add your ROI calculation to the mix. Suddenly, the Elephant and the Rider are heading in the same direction!

The third part of their theory relies on something Dan and Chip called Shape the Path; that is, rather than making people do the changing, think about how you can actually tweak the change that’s needed to so it seems more manageable and less daunting.

A great example they use in the book is getting people to eat less. We all know that overeating is unhealthy and can lead to obesity, and by extension how important portion control can be. Yet how hard is it to stop eating pizza when you have that huge pie in front of you?

The Heath brothers point to a research study that showed people ate less – but felt just as satisfied – when they were automatically given smaller portions. Instead of trying to get people to change, the researchers actually changed the portion size of the foods people were given. You certainly can’t overeat when your pizza’s been shrunk!

All in all I thought this was a fantastic book with immediately applicable lessons and ideas, and I highly recommend it for anyone implementing any kind of change, either personally or professionally.

We all know that, cliché or not, change really is hard. And yet when so much of our day at work and at home is built around creating and implementing it, knowing how to tackle that change (and people’s aversion to it), is crucially important. Switch is one book that will help you get there.

The Job Seeker's Dating Game

Imagine the following scenario:

A young woman is at home, getting ready for a first date on a Saturday night. She’s picked out her outfit and just jumped out of the shower, about to put on her makeup.

As she gets dressed, her thoughts drift to who she’s meeting – what he will look like, what questions he will ask her, and how she might answer.

Above all else, she wonders, will he like her? And will she like him?

As she approaches the restaurant for dinner, her hands shake a bit and her heart pounds in her chest. She introduces herself, makes eye contact, and takes a deep breath.

During dinner, she thinks it’s going well, but she’s not quite sure. He seems to like her, but then again, who knows?

After dinner she says good night, and that she hopes to see him again soon. He says the same, and they part ways.

For the next few days she waits by her phone, hoping it’ll ring. She checks her email frequently, and when she doesn’t hear anything, she starts to get nervous. Finally the phone rings, and it’s him. As she goes to answer, she wonders: does he want to see her again? Or is this it?

You might be wondering why I asked you to visualize this first date experience (and I can bet my husband is definitely among you!).

The reason is simple. Over the last few months I have come to believe in one simple but powerful truth:

Looking for a job is, in many ways, the same as looking for love.

You might think this is an oversimplification, but actually I don’t think it is. To start, take the above story and change every dating reference to an interview situation instead. It’s not a Saturday night, but a Friday morning. She’s not going to a restaurant, but an office building. In most ways, the thoughts, questions and nerves are, in fact, totally the same in both scenarios.

Trust me, I know what I’m talking about here. As you may know, I’ve been on my own job hunt for a little while now, and throughout it all, I’ve been struck by how often it’s felt like dating.

The reason? It’s all about fit.

Ah yes, fit – that elusive, yet all-encompassing three letter word that sums up just about every job search process. Just like in relationships, when it comes to job searching – and more importantly, receiving and accepting an offer – it’s all about fit.

Like looking for love, finding the right job is a process that takes time. Sometimes you find a job that fits right away, and sometimes (ok, oftentimes) it takes longer than you’d expect.

Everyone has dreams of finding that one person to spend their life with. And while finding a job in the short term may not be nearly as important as finding “one true love,” it can be easy to put just as much pressure on your job search as you do on dating.

Unfortunately, after a few unsuccessful attempts, finding the right fit can feel next to impossible.

Take another example. Throughout my job search I’ve had my eyes on one thing and one thing only. I’ve been specific when it comes to the type of work I want to do, and the people I wanted to work with. This has been, in effect, my own version of Tall, Dark, and Handsome (as in, Ladies – what kind of man are we always looking for? Tall, Dark and Handsome of course!).

What I’ve learned, however, is that what I think I want is not necessarily what’s best for me, or what will make me happiest in the long-run (in dating terms, we often call this “going after Bad Boys”). Like looking for love, what we say we want in a job and what we actually want in a job can often be very different things.

Recently my homework assignment has been to think about what I am really good at and what I really enjoy. Rather than labeling it with a specific job or industry title (my own professional version of Tall, Dark and Handsome), I’ve been trying to think more broadly about what skills I have that I enjoy using.

What’s amazing is that when I am honest with myself about what I do well and what I enjoy doing, suddenly so many other doors swing open. Industries I’ve never considered, job functions I’ve never thought of, and opportunities I’ve never looked at suddenly seem interesting to me.

All of a sudden, finding the right fit seems possible again.

I once heard Ami Dar, founder of Idealist.org, talk about the interview process for new hires at Idealist: “I wouldn't propose marriage after the third date,” he said, “so why would I hire someone after only a few interviews?”

While every job seeker wants to find a job as quickly as possible, ultimately finding the right fit is important for both sides and it's something that takes time. When you’re honest with yourself about what you’re looking for, though, your odds of success – whether in work or in love – can only go up.

Remembering What Matters Most

This morning started out like any other day.

I was scheduled to attend the Communicating Sustainability conference in Santa Clara, CA, and in typical fashion, I was running a few minutes late.

Running out to my car, I didn’t notice anything amiss – at first.

But upon closer inspection, it hit me: shattered glass covered the driver’s side seat, the glove compartment was open and bare, and paper and trash littered the interior. My car had been broken into.

Practically everyone has had an experience like this – expecting your day to look one way, and in a flash, everything changes. Whether it’s getting your car broken into, or something more serious like being in an accident or being the victim of a crime – everyone knows that feeling of the pit in your stomach. How quickly things can change.

Thankfully, in my case, the story appears to end well. I didn’t have much of value in my car, and at the end of the day, all of my “stuff” is replaceable. I got lucky.

But this got me thinking.

Every day, people start their mornings expecting life to look a certain way. The community in San Bruno, for instance, who lost loved ones and saw their homes go up in flames, could never have imagined their lives would change forever, in an instant.

Today, in my own small but very real way, I was reminded how it feels to be vulnerable, like a victim. To have something happen that, no matter how random, felt intentional and hurtful. And I needed help.

As I waited for the police, my thoughts drifted to what I was missing at the conference. I looked at my watch and thought about who’d be on stage now, and what they’d be talking about.

I wondered how many of the panels and sessions today would talk not just about trends in CSR reporting, or measurement, or best practices. Instead, I wondered how many times everyone in the room would talk about the people their programs are trying to help.

Recipients, constituents, stakeholders – yes. But in many cases, the people who benefit from the “social” side of CSR work are victims. Victims of violence, of natural disaster, or even of lack of access to things like education or health care.

As someone who enjoys talking about the “business side” of CSR, I know how easy it is to get caught up in the issues of strategy, implementation and others.

But this morning reminded me the reason I fell in love with CSR in the first place: People.

At the end of the day, what I love most about CSR is the very real opportunity that the business community has to effect change and impact the lives of people who need help.

The people are what matter – in my opinion, they are what makes this work all worthwhile.

As I wait to have my window repaired and get all the glass swept up, I’m going to give myself permission to put down the CSR theory, and to stop thinking about the business behind CSR.

Instead, I’m going to spend some time remembering what matters most.

Making an Impact at Work

One topic that comes up often in CSR discussions is social intrapreneurship (in fact, it’s something I’ve written about previously on The Changebase).

Lots of people want to do CSR work, but not everyone is lucky enough to be in the right place, at the right time to land that perfect CSR job.

Thankfully that doesn’t mean that you can’t still make an impact at work.

I recently sat down with Britta Durtsche, a true social intrapreneur who found her CSR calling in a most unexpected way.

Interestingly, Britta never expected she’d work at a big company like Best Buy.

A self-proclaimed “anti-corporate” college student who’d been active in causes like sustainable clothing and social enterprise, Britta never guessed that an internship with the consumer electronics giant would have such an impact on her professional career. But it did.

In 2004 as an undergraduate student at the University of Minnesota’s Carlson School of Management, Britta decided to “test the waters of a corporate environment” by accepting an internship with Best Buy. By the end of the summer, she says, she was hooked on the company’s culture and energy.

After graduation Britta joined Best Buy as a Demand Planning Analyst in the Marketing group, and even though she spent most of her time in spreadsheets and forecasts, she loved it.

Soon after starting, Britta heard about a new group being formed at headquarters by a fellow employee named Hamlin Metzger. The goal was to get Best Buy employees engaged and active in an internal movement to integrate sustainability into their everyday work routines. Hamlin was looking for help, and Britta jumped at the chance to get involved. Soon after, in 2006 the Best Buy Social Responsibility (BBSR) team was launched.

From working with Facilities to improve recycling programs, to hosting a company-wide energy-themed film festival, Britta and the BBSR team worked hard to create buzz and generate excitement internally. In addition to these highly-visible initiatives, the BBSR team also hosted smaller informational meetings to provide employees the chance to learn more about how they could personally get involved.

And the most amazing part? Britta, Hamlin and their colleagues accomplished all of this in addition to their regular day jobs. In fact, according to Britta, it really just started as “little grassroots things I could take on in addition to my role” in Demand Planning.

Today, more than 200 employees are part of the BBSR team and it seems inevitable that this number will grow with time.

Britta attributes the program’s success to the fact that the BBSR team taps into employees’ personal interests and allows them to “bring their hearts” to work – even if their jobs aren’t directly related to corporate social responsibility.

The other crucial success factor, Britta says, was engaging Best Buy’s senior leadership every step of the way. Through personal, one-on-one outreach with VP’s and other leaders, Britta and the team secured buy-in from key influencers throughout the company – a strategy she believes helped to “carry the legitimacy” of the BBSR team’s efforts and model the way for others to join in.

Although she has since left Best Buy and the BBSR team, Britta has continued to work with social intrapreneurs who want to identify ways to bring sustainability into their workplaces and schools. Today Britta serves as the Impact Programs Manager at Net Impact, where she provides resources, tools and support for professionals and students who want to make a difference in their organizations.

For many Net Impact members and recent MBA graduates, working in sustainability or CSR is an important goal. Often, however, those jobs are tough to find and can be very competitive.

Nonetheless, Britta’s story reminds us that we don’t need “CSR” in our job title to make an impact at work. By finding a company she loved; volunteering to help with an issue she cared about; and engaging with employees at every level, Britta was able to meaningfully participate in and help guide Best Buy’s sustainability journey.

Clearly Britta’s story serves as a great example of finding ways to contribute to your company’s sustainability goals, even when you’re not working in the CSR team. But why tell her story now?

As you may know, Net Impact’s terrific annual CSR conference is taking place October 28^th through the 30^th at University of Michigan’s Ross School of Business and I want to encourage everyone to attend.

This year’s theme is “2020: Vision for a Sustainable Decade” and, given Net Impact’s own interest in social intrapreneurship, I have a hunch it’ll be a great place to learn more about how to get involved in your own company’s CSR journey.

They’re still announcing speakers and sessions, but trust me: the networking is great, the energy is contagious, and the learning is invigorating.

And the best part? For another week you can take advantage of early registration! So: what are you waiting for?

"Eats, Shoots and Leaves"

Have you ever heard of a book called Eats, Shoots and Leaves? The premise of the book, by author Lynne Truss, is to “remind readers of the importance of punctuation.”

The book's title comes from a (potentially bad) joke on punctuation:

A panda walks into a café. He orders a sandwich, eats it, then draws a gun and proceeds to fire it at the other patrons.

'Why?' asks the confused, surviving waiter amidst the carnage, as the panda makes towards the exit. The panda produces a badly punctuated wildlife manual and tosses it over his shoulder.

'Well, I'm a panda,' he says, at the door. 'Look it up.'

The waiter turns to the relevant entry in the manual and, sure enough, finds an explanation. 'Panda. Large black-and-white bear-like mammal, native to China. Eats, shoots and leaves.'

I have to admit I’ve never read Ms. Truss’ book, but I do often think of its title whenever I’m writing.

Clearly it's meant to serve as a reminder of the importance of punctuation. But more than that, I think of this book when I need a good reminder of the importance of language itself.

Here’s an example:

Since moving back to the Bay Area, I have been very pleased to see so many options to recycle and compost. After living in the Northeast for a couple of years, it’s almost shocking to be able to recycle as much as I can in California, not to mention the number of restaurants, businesses and events that offer the option to compost.

While my enthusiasm remains high, I’ve now been given the option to compost often enough that I have one major request:

Keep it simple.

How many times have you been at an event and needed to throw away a plastic cup? You head toward the garbage area and realize you actually have three options: throw it away, recycle it, or compost.

Most likely you’ve seen a sign that looks a lot like this:

You could just toss the cup in the garbage, but you have a feeling that it goes somewhere else. What kind of plastic is it? Can it be recycled? Or is it made out of a plant-based material, for instance, that can be composted?

If you’re like me, you stand there – practically paralyzed – knowing that whatever decision you make could be the wrong one.

Eventually, you peek into the depths of each bin, see where other people have left their cups, and dump yours in there too.

To make matters worse, at each event, or each restaurant, the rules seem to change! What’s recyclable at one place can be composted at another – or can’t be recycled at all.

What’s a concerned recycler supposed to do?

Of course some of the confusion comes down to a lack of coordinated standards across cities and towns. Whether it’s local government policy, or the ability of your local waste management company to recycle various items, some of it really is geography-specific.

Still, let’s pause a moment and think about Eats, Shoots and Leaves.

At the end of the day, how you choose to communicate your message – literally, the words, punctuation, and images you use – influences how people understand and respond to the point you’re trying to make.

I’ve found a couple of real-life examples that I think really drive the point home.

A few weeks ago I was at Fairfax Scoop, an ice cream shop in Fairfax, CA, when I spotted this sign on the trash can:

The message here is clear and understandable: “Lift this lid, and you’re sending stuff to the landfill.” And, for the folks who want to know more, they’ve included a few short and sweet ways that everyone can make more sustainable ice cream choices (Idea #2, the edible waffle bowl instead of a paper cup, was by far my favorite).

Still, leave it to well-known design firm IDEO to make the best signage I’ve seen so far. I had the chance to visit their San Francisco office last week, and at one point I needed a trip to the ladies room.

I repeat: this sign was in the bathroom.

And yet, I was so taken aback by its simplicity that I just had to take a picture.

Imagine a normal trash bin (aka: Landfill), with another silver bin labeled Compost standing next to it (not pictured).

In between both bins was this sign:

This was a no brainer. I had two options: put my paper towels in the garbage (and send it straight to landfill) or compost instead. The sign, placed directly above the compost bin, gave me clear instructions so I knew just what to do. For practically the first time ever, I knew exactly where to put my hand towel.

Just to make sure, I peeked into the compost bin - and sure enough, it was filled with paper towels. For comparison I looked into the trash can - and it was empty.

I walked out of the ladies room feeling unusually pleased that I had made the right choice (not to mention having even more respect for IDEO’s communication and design skills).

Now ok, you can argue that hand towel signage is not the same thing as trying to get thousands of event-goers to put their biodegradable utensils in the compost bin.

But imagine if every business, every cafeteria, and every concert found a way to communicate more thoughtfully and clearly with people?

At the end of the day, I really believe that people want to do the right thing. They want to recycle, they want to divert waste from the landfill, and they want to make smart consumption choices. But they need guidance.

The next time you’re planning a call to action – even if it’s just in the bathroom – think about Eats, Shoots and Leaves.

What message are you trying to communicate? To whom are you talking? And how can you keep it simple?