The Two Fronts Of "Why"

The videos and information presented by Dr. Krotter, Sinek, Asacker, and The Behavioral Science Guys all point to the fact that information may provide the "Why" behind the change, but does not provide the motivation to actually participate in the change. I have always been the type of person to ask "why", I will ask this question of everything because if there is no meaning behind what is happening then why should I want to participate in it. However, in some situations it is not just the "why" that is important, but also the feelings and emotions involved. For instance, I want to make an A in this class, why? because I want to graduate and be successful, but beyond these simple answers is the heart of why I want to make an A. From the heart perspective, I want to make an A because it means I am working hard and learning; Making an A shows to others and to myself that my hard work is paying off. I think this same situation happens frequently especially when trying to promote change.

Traditionally people looking to create change have targeted the information side of the consumer's mind, in other words, speaking to the "why", but the problem with this is that even when we answer that question we aren't giving anyone else a reason to really buy into what we want to do. By pulling on people's heartstrings we are able to answer the "why" and also show them beyond that. The heart gives our consumers a purpose and buy-in, not just a "why".

Now, what I mean by all of this is that there are two "why" questions to be asked, one which discusses the logical and one the emotional, with only one of these "why"s there will always be a lack of buy-in because you are either missing the emotional reason to participate in change or you are missing the logical reason of why it will work. Both of these questions, the logical and emotional, are required as you try to encourage organizational change. I believe the "why" statement can help to answer and present information on both fronts to your audience and create the logical and emotional buy-in necessary to truly create change.

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References

How to Change People Who Don't Want to Change: The Behavioral Science Guys. (2015). YouTube. https://youtu.be/9ACi-D5DI6A.

John Kotter - The Heart of Change. (2011). YouTube. https://youtu.be/1NKti9MyAAw.

Leading Change: Establish a Sense of Urgency. (2013). YouTube. https://youtu.be/2Yfrj2Y9IlI.

Start With Why - Simon Sinek Ted talk. (2013). YouTube. https://youtu.be/sioZd3AxmnE.

Why Ted Talks don't change people's behaviors: Tom Asacker at TEDxCambridge 2014. (2014). YouTube. https://youtu.be/W0jTZ-GP0N4.