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557: How to Outthink Fear with Dr. Mark McLaughlin

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Mark McLaughlin says: "Fear comes when something is unknown. The more you know... the less fear or stress or anxiety one has."

Neurosurgeon and author Mark McLaughlin shares the science of fear and what to do about it.

You’ll Learn:

  1. How fear affects our decision-making
  2. How to manage your fears effectively
  3. The two techniques to help you outthink your fears

About Mark:

Mark McLaughlin is a practicing board-certified neurosurgeon, a  national media commentator, author of the book Cognitive Dominance: A Brain Surgeon’s Quest to Outthink Fear, and acclaimed keynote speaker.

He is the founder of Princeton Brain and Spine Care where he practices surgery focusing on trigeminal neuralgia and cervical spine surgery. McLaughlin is also a thought leader in performance enhancement and physician hospital relations.

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Mark McLaughlin Interview Transcript

Pete Mockaitis
Mark, thanks so much for joining us here on the How to be Awesome at Your Job podcast.

Mark McLaughlin
My pleasure to be here.

Pete Mockaitis
Well, I’m excited to dig into your stuff. And, first, let’s hear, so you currently work as a neurosurgeon, but before that, you wrestled so well, you made the Hall of Fame. Tell us the story here.

Mark McLaughlin
Well, I’m from northern New Jersey and I took up wrestling as a young boy, had some very influential coaches along the way who helped me, gave me the tools to succeed. Wrestling kind of let me wet my whistle in terms of concentration and intensity, and as I got older and wanted to move onto medicine, I went on to become a doctor. And I picked neurosurgery because it’s the closest thing to wrestling that I could get after wrestling.

Pete Mockaitis
Well, that’s so intriguing. Please explain, what’s the crossover or similarities?

Mark McLaughlin
Well, it’s intense, it’s grueling, it’s extremely personal, there are high risks, and it just gave me the same pump and the same exhilaration that wrestling did, so I thought I got to go for it.

Pete Mockaitis
All right. Well, so then in the midst of operating in that, literally, operating in that capacity, you made some discoveries about how to deal with fear. Can you tell us the story of how that came about?

Mark McLaughlin
About 10 years ago, I got invited up to West Point to give some talks to the cadets, and so, I began to compile stories about patients and stressful events during surgeries or during my decision-making processes in taking care of these patients. And so, as I began to compile the stories, I’d start sharing with them things that I used to keep myself out of trouble and to save lives.

And so, those would be different techniques that I had in neurosurgery but I realized that they were real-life skills that you could use in the military or you could use in your personal life or your business life. So, I began sharing some of those things with the cadets, like the rules of neurosurgery, for one. So, rules of neurosurgery are things like never cut what you can’t see, always leave a drain, never worry about a patient alone, measure millimeters in miles. These are things that are drilled into your head during your residency, but you can apply them to anything in life.

Like, never cut what you can’t see is one of those things in neurosurgery that you never want to close your scissors unless you know exactly what’s between those two blades. But, similarly, that’s an allegory for life, isn’t it? You never want to make an important decision or make a move unless you know exactly what’s up in front of you. So, that’s how it all started.

Pete Mockaitis
Well, that’s intriguing. So, you say they keep you out of trouble in terms of these are just kind of best practices during the course of conducting a brain surgery. And then I want to know, kind of what the West Pointers wanted to know, what are you saying to yourself during the course of doing these surgeries?

Mark McLaughlin
So, those rules are ingrained in you, so you’re following steps through a surgery, but usually what I try and do is get into a mindset. So, before I start a surgery, I have a very specific routine, I call it my 5Ps. I take a pause, I think about that exact patient I’m operating on, I’ll say to myself, “This is a 42-year old accountant. He’s been suffering from severe sciatica for five weeks. He’s in excruciating pain. This is the most important day of his life. Let’s get him fixed up.”

Then I move onto my plan and that’ll be my exact step-by-step passage through the surgery mentally. Then I’ll put out a positive thought and that’s, “This is why you’re here today. This is what you trained your whole life for. You’re in the right spot. You’re ready to go.” And then, lastly, what I’ll do is I’ll say a prayer. And a prayer for me, one might say it doesn’t affect the outcome of a surgery, but it always affects me. It always calms me and it always helps me perform better.

Pete Mockaitis
Okay. Cool. So, that’s the process and so you’re working with that and that is getting the job done for you. So, then let’s zoom into the typical professional who’s listening here, they’ve got a different job. It might be less high-stakes in terms of its immediate consequences in the moment. If you screw up, most of our jobs, if I butcher this podcast, no one’s going to die. We’ll have 20,000 people mad that we destroyed that hour or 45 minutes of their life, that’s less than a full lifetime though if you multiply it out. But, anyway, regardless, the stakes are probably, for most of us, lower hour to hour. But what is at stake with regard to us when we are dealing with fear, when the mind is on fear, what to do?

Mark McLaughlin
That’s important. Everything is important in work and in life and in your relationships, and they are life and death in some respect, they’re your life, and so they’re important. And I would just say that fear is a universal experience that we all have. I mean, we’ve all experienced fear every since we started looking under our bed before we went to bed at night, right? And it’s something that we have to manage in our lives. Some people do it better than others, but we could all improve on it.

So, it’s important to understand that fear, it’s just an alarm bell going off in your mind. So, what I see it as, it’s almost Pavlovian. We’re moving along, things are going great, nothing unexpected happens, we’re calm, we’re homeostatic, or we’re even feeling confident or assured or secure. And then something unexpected comes to us and that’s the first inkling that we might have something different or something interfering with our goal in life. And so, that unexpected event can do some type of anticipated anxiety or stress. Or let’s say it’s something real, something dangerous jumps into your way, like an intruder in your house, then it’s real fear. That’s real terror.

But fear is not the solution to the situation, it’s only the alarm bell. Figuring out what to do about the alarm bell is what you need to focus on. And that’s what I talk about in my book, is, “How do we look at fear and unpack it into its structural components and literally map it out in our minds so that we can outthink, so that we can know what the problem is, and attack the problem?” And, immediately when we start doing that, our fear level goes down. It dials itself down a little bit.

Pete Mockaitis
Well, so that sounds cool and appealing. And so, can you maybe let us in on perhaps the why behind that a bit? Is it okay to be afraid and to experience the fear or is it counterproductive or harmful at some level?

Mark McLaughlin
No, having fear is a good thing. You never want to be free of fear. Imagine the stupid things we would do if we didn’t have fear. It’s absolutely essential, and for survival in our earlier stages of development in life on earth, I mean, we wouldn’t have survived without it. But the thing about it, as far as the brain goes, and neurophysiology and neuroanatomy is, is that it’s almost like there’s an operating system that’s been built on an operating system, that’s been built on an operating system, and all the earlier operating systems are still running in your brain.

So, the fight or flight response is still very real in your mind and in your brain and in your neuroanatomy, the circuitry. You have to be careful about that. That’s great when someone is stalking you in a dangerous confrontation. But it’s not helpful when somebody says something that might be insulting to you in a business meeting. So, you need to know where your neocortex is working and how your executive function can override that.

Pete Mockaitis
And so, if we are not overriding that and we just sort of allow our earlier lizard operating systems to run wild and do what they want to do, what could be the consequences?

Mark McLaughlin
Well, you’re going to blurt out something that you probably would regret or you’re going to act in a way that’s not becoming of a leader, and you’re not going to have the most optimal outcome. And that’s the goal. The goal is to perform at your very best, so you have to recognize this. So, for instance, like if I’m at a business meeting with my partners, and one of my partners says something that I get very irritated about, and I can see that he’s anxious and irritated, what I try and do, one of the things I try and do is just identify.

I’ll say, “Listen, I know you’re raising your voice, and I am too, and that means that this is important and we care about this and that’s a good thing. But that’s not going to help us solve the problem that we need to solve. So, let’s talk about what the specifics are. Let’s break this down and line up possible solutions. Let’s start thinking about it.” So, identifying that is very helpful in this process.

Pete Mockaitis
So, certainly, there’s some interpersonal consequences there that you might really damage the relationship if you scream or tell them exactly what you think in that moment. And then, I guess I’m curious, even internally, what does the research have to say about how we go about thinking, processing, problem-solving, creativity, decision-making, when we’ve got the fear OS at work?

Mark McLaughlin
There’s a lot of cross-chatter among the higher functions of the brain and the lower functions, and it’s really interesting how we can map out the neurophysiology and thought patterns of fear and see what it looks like on functional MRI scan. And there’s some good studies that show that meditative mindfulness practices can decrease some of that chatter, some of that crosstalk that we have that creates anxiety and stress in our minds. So, it really is an important practice to perform and I’m a big believer in meditation for part of controlling and managing fear.

Pete Mockaitis
And is crosstalk a bad thing? Is that like concerning when you’re seeing that on the FMRIs?

Mark McLaughlin
Yes, I mean, generally it is because it means you don’t have like a focused pathway. So, the brain, when we do things, it creates connections, neural networks. So, you have a neural network for riding bike, that’s why you can jump on a bike 20 years after you’ve jumped on a bike the last time and you can still ride a bike. That neural network is that pattern of firing is all set. But if you have patterns of firing that are disrupted or they’re not clean and clear, you’re going to not think properly, you’re not going to react the way you’d like to react in a situation when you need your best.

Pete Mockaitis
Okay. Well, so then let’s get into the particulars of how this is done. So, you say you can deconstruct and look at the patterns and structures of fear and go after them and effectively outthink it. So, how does this work in process and practice?

Mark McLaughlin
Well, I talk about a technique of using lateral thinking. So, lateral thinking is a concept where we try to dislocate the normal thought patterns that we have when we solve problems. So, normally, people think linearly and logically about how to solve a problem. A good example of lateral thinking is the King Solomon story. When the two mothers come to King Solomon and say, “Will you please…this is my child,” “This is my child,” and he says, “Okay, we’ll solve the problem. We’ll cut the baby in half, and you’ll each get half of the baby,” because he sort of knew that the real mother would say, “No, no, no, she can have the baby.” That’s how he knew who the real mother was.

It’s like thinking differently about things. So, I’ll give you an example in medicine. So, in medicine, you may have somebody that comes in and they’ve got a pretty straightforward problem, let’s say. Let’s say they have a headache and a stiff neck and a fever, and their roommate had meningitis two days ago, and you immediately jump to the conclusion, “Ah, they’ve got meningitis.” Okay, that’s one, that’s a logical step-wise progression. But a lateral thought process would be, “What are three other things that could be causing this that I haven’t thought of?” And that’s really important to do in medicine, and I think in business too.

So, we usually jump to the first solution but the first solution isn’t always necessarily the right solution or the best solution. So, if you can sort of train your mind to think of other solutions, and even if they don’t seem the best one right away, just get them on paper, talk about it with other people. You can sometimes come up with better solutions than you initially thought of. So, lateral thinking is another technique that I talk about, and it’s very important in medicine, but I think it can also help in business.

Pete Mockaitis
And so, that helps you in getting more ideas. Does it also help with the fear?

Mark McLaughlin
I think so because, again, fear comes when something is unknown. The more you know, in general, the less fear or stress or anxiety one has. So, in my opinion, that would be another way of just using your brain to sort of dial down the fear measure in your brain, definitely.

Pete Mockaitis
Okay. And then what are your pro tips in terms of staying calm in high-pressure situations? Maybe you’ve got some fear associated with entering them or maybe just the stakes are high, whether or not you’ve got butterflies in your stomach?

Mark McLaughlin
Right. The most important thing is really to be yourself. I always try and say, “Be yourself. Don’t be anybody, try to be anybody else.” I use a technique called narrating the room. So, when I’m flummoxed with something, I’ll start with, “Okay, I need to think this through, everybody.” And I’ll speak aloud, “All right. I was expecting to see this, but I don’t see this right now, so let’s take a step back. I’d made an incision over the frontal area, I’ve got down through the skull,” and I just, literally, will talk myself through exactly where I was and where I went.

And, it’s funny, because I had a chance to interview Sanjay Gupta for this book, and when I was telling him about this, he said, “Oh, yeah, I do that all the time. That’s I narrate the room. I narrate the room.” And so, that’s his process of talking things through. Even, again, acknowledging, “Okay, a little stressful here right now, everybody. I understand we’re missing…”

Let’s say, during a surgery we oftentimes have to count for the sponges. The sponges have to be exactly correct at every moment during the surgery, and sometimes the sponge count is off, and so that needs to be checked very carefully. And people are getting worked up about it, I’m like, “Okay, we’re going to find it. I just looked through the wound, I don’t see it there. Let’s look through all the collection, the papers that we have, the collection bags. We’ll get through it. It’s standard process.” So, just talking about it, I think, is a very important part of it and being one’s self. Those two techniques are helpful.

Pete Mockaitis
Well, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Mark McLaughlin
Well, it’s been interesting writing a book. It took me about four years to do this, and, gosh, it was such a huge effort, but I’m thrilled that it’s done. I feel like I’ve got a frame around a body of knowledge and I feel like being a neurosurgeon has helped me think about fear and stress in a different way. I have a lens on the world that other people don’t have, but I think the techniques to solve it are really transferable to anyone. In fact, I talk to my young wrestlers about it sometimes. I told them about sometimes when I feel overwhelmed and I feel like I’m in over my head, and I just step back and I say, “No, I’m not. Go to your basics. Just talk about it. Talk about your exact basics.” For wrestlers, that’s like risk control and control the tie-ups and things.

So, I say, “Whenever you feel like you’re out of your league, you’re wrestling somebody too good, go back to your basics. Risk control, control the tie-ups, focus on what you do, get back to your referee’s position.” And I think everybody feels it, and the better we cope with it, the better we’re going to perform.

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Pete Mockaitis
Well, now, could you share with us a favorite quote, something you find inspiring?

Mark McLaughlin
My favorite quote of all time is Julie Andrews’ “Some people regard discipline as a chore. For me, it’s an order which sets me free to fly.”

Pete Mockaitis
Thank you. And how about a favorite study, or experiment, or bit of research?

Mark McLaughlin
I talk about this in the book, the story of the invisible gorilla. When everybody’s focused on the task of counting basketballs and passing, and how they literally missed a gorilla 50% of the time that walks across the screen. I just think that’s such an interesting concept to understand that we all have blind spots. Everybody has blind spots. And when you know you have a blind spot, you’re less likely to miss something.

Pete Mockaitis
And how about a favorite book?
Mark McLaughlin
I love the “Traveler’s Gift.” That’s a book by Andy Andrews. It’s a story of a person that goes through time and meets a number of famous individuals: King Solomon, Abe Lincoln, Christopher Columbus, Anne Frank. And it’s just literally like getting a summation of their philosophy in a very short time. And it’s a book that I gave my father, and we shared a lot of discussions over that book, so I really love that.

Pete Mockaitis
And a favorite tool, something you use to be awesome at your job?

Mark McLaughlin
I use an app called Ten Percent Happier which is a great meditation app. Dan Harris wrote a book called “10% Happier,” a guide to meditation for fidgety skeptics. And the only app I’ve ever purchased on my phone is Ten Percent Happier. It’s a beautiful compilation of guided meditations, and it works to help you sleep, to help you think more positively, and have more gratitude. I’m thrilled with it. I’ve been using it for over a year, and I highly recommend it.

Pete Mockaitis
And how about a favorite habit? Sounds that might be it, or maybe you’ve got another one.

Mark McLaughlin
My morning habit is very important to me. I do three things. And that’s I meditate, I file. I have an old-fashioned David Allen filing system with 31 files for the days of the month, and then 12 files for the months, and the one extra fie which I call my someday maybe. So, I file, I look at my file for that day. And then, lastly, I’m a Franklin Planner guy. I use a paper book because I can’t see the month and the week as well as I can on my phone so I work on my Franklin Planner, and I plan my day out. I call it my triple threat. My triple threat is if I do those three things, five to six times a week, I’m going to really do a lot of good work.

Pete Mockaitis
Okay. And is there a particular nugget you share that really seems to connect and resonate with folks as you’re sharing your wisdom here?

Mark McLaughlin
One of the moms and friends of mine in our wrestling club, she has a great quote which I love too, and that is, “Gentle pressure applied relentlessly.” I’ve always loved that. “Gentle pressure applied relentlessly,” and I think that’s truly how you get better. That’s how I’ve worked on myself and over the years, and that’s what works.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Mark McLaughlin
My website MarkMcLaughlinMD.com has a number of videos, talks about the book, and I have a blog that talks about a number of these topics.

Pete Mockaitis
All right. And do you have a final challenge or call to action for folks seeking to be awesome at their jobs?

Mark McLaughlin
I would say just be present, be yourself, and keep getting a little bit better every day. Gentle pressure applied relentlessly.

Pete Mockaitis
All right. Mark, this has been fun. Thanks, and good luck in your adventures.

Mark McLaughlin
Thank you. It was a pleasure, Peter.

556: What Drives Your Career Growth with Korn Ferry’s Gary Burnison

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Gary Burnison shares what professionals need to start doing differently to advance in their careers.

You’ll Learn:

  1. Three mindsets to accelerate your career growth
  2. The overlooked elements that determine career fit
  3. Why most meetings are meaningless

About Gary:

Gary Burnison is the CEO and member of the board of directors for Korn Ferry, a global organization consulting firm. He is also an author, having written several books on career management. His latest book, Advance: The Ultimate How-To Guide For Your Career, is an insider’s look on everything professionals need to take control and get ahead in their careers.

He is also a regular contributor to ForbesCNBCBloombergFOX Business, and other major international news outlets. Mr. Burnison earned a bachelor’s degree in business administration from the University of Southern California and holds an honorary doctor of laws degree from Pepperdine University.

Resources mentioned in the show:

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Gary Burnison Interview Transcript

Pete Mockaitis
Gary, welcome back to the How to be Awesome at Your Job podcast.

Gary Burnison
Hey, great to be with you.

Pete Mockaitis
Well, I’m so excited to dig into your wisdom once again. It’s funny, I believe it was Episode 273 you were with us, which is almost half of the podcast lifetime ago.

Gary Burnison
Not that you’re counting, huh?

Pete Mockaitis
Roughly in the bubble. So, we’re going to talk about how to advance in careers. And I thought it might be fun if you could maybe open us up with a powerful story of someone who was kind of stuck where their career was going and then used some of these tools to get unstuck and see some great results.

Gary Burnison
You know, interviewing is kind of a trip between, it’s this in-between going to Disneyland and a dentist, and we psyche ourselves up, right? And it kind of goes back to the sixth grade, “Are they going to like us? Are they going to like me? What are they going to think of me?” It’s a very natural human emotion.

I was in a Starbucks in New York City a while back, and there was a young gentleman, he had a triple Red Eye that he had ordered, and he had a portfolio in front of him, and I figured this guy is getting ready for an interview, and I see the resume, and his leg is tapping uncontrollably up and down. And I just go up to him and I say, “Hey, so what are you doing? You got an interview, huh?” And he said, “Yeah, that’s exactly right. I really need this job. My wife relocated here and I’ve just got to get this thing.” And I said, “Listen, you got to chill out because you’re not going to make it past security. The way you’re going right now is not good.”

And I said, “Look, you got to treat this like a conversation. You’re not auditioning for Annie. This is not a rehearsed deal.” And he ended up, come to find out, he got the job. And he got the job because he was authentic, he made a connection, and he gave the interviewer a taste of who he was as a person, not just what he did.

Pete Mockaitis
I think that that’s dead on, and I remember being on both sides of the career fair table, and whenever I heard someone just say, “Hello, I’m looking to combine my interests in accounting and finance in a challenging role that is like…” No human talks that way. I mean, it’s not that that’s a deal-breaker but it’s sort of like, “Oh, you’re not making a great first impression right now, and we’ll keep talking and we’ll see where we go, but I’m not enthusiastic about the rest of this conversation from the first 20 seconds.”

Gary Burnison
Well, no, because people, they make up things, they say things that they think you want to hear. Resumes, God, if I see another resume where, number one, you shouldn’t have an objective, I think that’s really bad on a resume, but a lot of people do. And how many times have you seen, “I want to be part of a collaborative team in an entrepreneurial environment where I can make a real big impact”? Oh, really? Like, you and a billion other people in the world. It’s not authentic.

Pete Mockaitis
Okay. Well, hey, we’ve got some great tips right off the bat. Chill out, keep it authentic, and it’s not an audition, it’s a conversation. So, then tell us, you’ve got a recent book called Advance. What’s the main thesis here?

Gary Burnison
It’s really to take control, to take control of your career like you would do with your health, and, really, kind of three basic ideas. Number one is it starts with you but it’s not about you, and if you want to earn more, you’ve got to learn more. So, the reality is you have to, first, be introspective about what your strengths are, where your blind spots are, what your purpose is, what makes you happy, because if you’re happy, you’re probably motivated, and if you’re motivated, you’re going to outperform.

Pete Mockaitis
Oh, you said that last time. I’ve quoted you on a slide, Gary. That’s one of my faves.

Gary Burnison
It’s true. I mean, and people, “Oh, is this really possible?” Yeah, it is possible. Look, we all need to make a living, so there’s no denying that, and sometimes you just need a job, I get it. But, ultimately, you want to get something where you’re learning, because if you’re growing and learning, you’re probably going to be pretty motivated and pretty happy. And so, that kind of introspection, most people, they just ignore that stuff completely.

And then, secondly, you’re not a sculptor in a studio by yourself. And so, it starts with you but it’s not about you. And so, there’s a whole range of advice in this book around, “What do you do with a bad boss? How do you make presentations? How do you work with others? How do you work virtually? What do you do if you’re managing for the first time?”

So, as you progress in your career, you start out as a follower, and I would suggest there’s kind of six phases to a career ultimately up to a leader. But, at some point, you have to make that transition where you’re not an individual contributor, and it’s really, really hard. And, in that transition, you’ve got to work with others. So, despite all the technological advances of the past century, it still comes down to people, and not just online interaction, but actually old school, offline interaction.

And then, finally, look, if you want to earn more, you’ve got to learn more. We’ve proven that the number one predictor of executive success is learning agility. We’ve done 50 million assessments of executives all over the world, and Korn Ferry would stake its reputation that it’s the number one predictor of success. The distance between number one and number two is not constant. And the reality is, what does a great athlete do or what does a coach do after a game? Well, many times, they review the tape, they look at the video and they go practice. It’s the same for your career. If you’re not learning, you’re not growing.

Pete Mockaitis
Okay. Well, hey, you don’t have to convince me. I’m right on, I’m right with you there in terms of learning. And, often, it’s a bit of do-it-yourself proposition in many environments sort of, I guess, there you go, advance, take control, much like what you do with your health.

Gary Burnison
Well, again, the do-it-yourself proposition. So, here’s the other thing why it’s critical to really target what your next career move is that the reality is, what Korn Ferry would say is that we believe in 70/20/10 when it comes to development. So, when you say do-it-yourself, so, listen, only 10%, after college, of what you learn is in classroom. Ninety percent of it is either who you’re learning it from or what your assignment is.

And so, a critical piece that people don’t think about when they’re going to go take another job, they focus on the bling. And I can understand why. They focus on the title, focus on the money, “I just to make some more money.” Well, that’s great. But they completely ignore that it’s a marathon, and, “Are you going to learn and who are you going to learn from?” Like, that is…Look, I can’t say you’re always going to have a choice, but it’s something that you have to really need to consider for the marathon.

Pete Mockaitis
Okay. I’m hearing you. And so, that’s a key consideration and it’s something that’s often overlooked. And I want to get some more of these gems from you here in terms of when it comes to employees who are stalling out, they’re getting stuck in ruts, they’re facing some challenges and not conquering them very often, what do you think are some of like the big things that professionals, they got to nail and they’re not nailing it so well right now?

Gary Burnison
I think there’s a left-brain aspect and there’s a right-brain aspect. So, the left brain is all around specialized skills, okay? So, that’s very, very hard to answer or it depends on what function you’re in. Is it technology? Is it finance? Are you in a services business, manufacturing? That world is clearly, that’s changed, and that’s going to vary depending on the person. I would just generally say that learning determines a worker’s earnings for life. So, those left-brain skills have to continually be worked on.

The right-brain skills get ignored all the time, and those right-brain skills are really important to your happiness. And so, they seem like little things but they’re not so little things. And it could be this little thing called coworkers. The reality is that you’re going to spend way more time at work and with your coworkers than you are maybe with your own family. So, are they getting right or are they getting wrong, the kind of right-brain things around who their boss is? Are they learning? Their coworkers?

That culture piece is, I think, today, overlooked. And it’s critical. It’s critical to just think about your day. Like, what is going to piss you off during the day, right? If you have a job, I guarantee you don’t wake up upset, right? You’re probably pretty happy going to work. And then what happens? Somebody says something, may have been an innocent comment, you get an email, didn’t have the right context, you get a text, text can’t make you laugh or cry, and you just get turned off. And, by the time you’re driving home, you’re so frustrated. And so, those things around culture, people don’t consider.

Pete Mockaitis
Right, yeah. Absolutely. And I’d love your pro take there on what are some of the best ways on the outside looking in to get a gauge in evaluation on some of those matters?

Gary Burnison
It’s the little things. It’s, “How are people dressed? How do people interact? What’s it like at 7:00 at night there? What’s it like at 7:00 in the morning?” It’s funny, you want a new job, and so you start. I would hope you’re actually targeting, proactively targeting the companies and not being reactive, but many times people are reactive, which I think is a real problem. But you look at these job titles and these responsibilities and it’s all these words, and it’s really hard to tell, “Okay, but what’s my actual job? Like, what am I going to do Monday morning?” because you have all these lofty words, and these responsibilities, and it’s hard to separate what you’re really going to be doing.

And so, I think a great way is to, really, like when you go to buy a house. If you buy a condo or a house, I love to drive by at 11:00 o’clock at night and look at the neighbors. Or my oldest daughter was just moving apartments, and I said, “Stefy, make sure you go there a few nights a week at 11:00 o’clock before you sign that lease because you want to see it when nobody thinks you’re looking, right?” The problem with an interview is like it’s a performance, it’s a stage. People are actually looking. But you want to figure out what the place is like, what the people are like, when nobody is looking. That’s what you’re trying to get to.

Pete Mockaitis
That’s a nice clear distinction right there in terms of, “Is it on display, on show, or is it the real deal?” and the 11:00 p.m. analogy. Oh, it’s sparking all kinds of things. So, then what are some of the best ways that we can get that view in terms of we’re looking and they don’t know we’re looking? How do we do that? Do we talk to former employees? Tell me more.

Gary Burnison
Yeah, you do. You’ve got to be kind of a private detective. There’s no other way to do it. So, you have to work your network, you’ve got to do the six degrees of separation. You want to find people that knows somebody, that knows somebody that works there. That’s the way you want to do it. And it really does work. I know it seems daunting but that six degrees of separation really does work. I found it to work in my own life.

And so, yeah, you want to work that network, you want to find out from people who have left. Sometimes they may be jaded. I don’t place a lot of stock in Glassdoor. I know a lot of people do. But, generally, in those kinds of reviews, you’re hearing from unhappy people that have left the organization. It could be a reference point, it’s something to triangulate, but I wouldn’t stake my whole career and reputation on it. If you can drive around, if you can get access into the office or the building, that could be something you can do. But, yeah, look, you’ve got to be a private detective.

Pete Mockaitis
That’s good. Well, so then let’s say you’re in the job, away you go, and we’re up and we’re running. You’ve got a number of particular prescriptions when you’re in the midst of things. I want to get your take on the boss relationship and meetings. So, first, what’s the main thing we got to keep in mind in terms of managing a boss relationship effectively over the months and years?

Gary Burnison
Number one, it’s not them, it’s you. So, you’re never going to be able to change the boss but he or she can change you, right? They can actually fire you. So, you can try all you want but if you keep saying it’s them and it’s not you, it’s not going to get any better. So, there’s all sorts of different bosses, we’ve all had them. We’ve had those that are heroes and inspirational. And we’ve had those that are just micromanagers and autocrats.

And so, I think the first thing is you have to look in the mirror, and I know that’s really hard because you’re going to say, “It’s not me, it’s them.” But look in the mirror first, and just recognize that you’re probably not going to be able to change that person. So, then you have to take accountability for performance. And the way to do that then is the days of once-a-year reviews, those are gone. Today, people are career nomads.

So, what you need to do is take the initiative and set goals, you really do, because you can’t politic your way to the top. At the end of the day, it’s performance. Performance does matter. Not that there’s no politics because there’s obviously politics, but performance trumps politics. And so, what I would encourage people to do is to take ownership for their own goals and make sure you are continually talking with your boss about what has to get done, “What do I need to do to contribute? What are the tangible goals towards that contribution? How do we measure success? And how can I help the team win?”

Because, at the end of the day, the reality is the boss doesn’t think about you as much as you think about yourself, right? So, you may think a lot about your salary but the boss isn’t going to be thinking about your salary. It’s not that he or she doesn’t care, it’s just that’s not where their mind is going to go. We have almost 10,000 employees. I think a CEO has to care about their employees, their customers, and their shareholders. But am I thinking every second about somebody’s salary? I’m not. It’s not practical. So, start with it’s you and take ownership for performance, and get in a regular dialogue with your boss around performance.

Pete Mockaitis
Yeah, I think that’s so dead on and a good reminder. It’s true. I manage and pay people, and I think about the compensation pretty rarely, maybe it’s like, “Huh, they’re doing a great job and it’s approaching the end of the year, I want to make sure they don’t leave me.” So, that’s about the extent. It’s that question, it’s like, “Hey, yeah, they’re doing great. I want to make sure they don’t leave. Here we go.”  There you have it. So, that’s a nice reality check for you.

And, yes, I totally am with you that you gotta have those regular ongoing maybe reconnections associated with what’s most important right now, what are we trying to achieve, how are we measuring it, how do we win, and not, I guess, taking anything for granted. Maybe, I guess, the alternative to that might be doing whatever lands in your inbox, just doing that as opposed to these critical goals that we’ve agreed to.

Gary Burnison
Well, you can’t teach hustle. And I will take hustle over pedigree any day. And so, what you’re alluding to is people that have hustle. And so, I would have a bias that I would much rather hire somebody who did not have the pedigree, didn’t have the family name, didn’t go to an Ivy League school, but is hungry. You just can’t teach hunger. And I love that. And I think what you’re saying is get it done. Like, just do it. Take initiative. Yeah, absolutely, that’s actually better than the whole performance goal thing. That’s absolutely the way to do it. But then you’ve got to make sure that you are getting recognized for that and that you’re not just doing somebody else’s work.

Pete Mockaitis
Understood. I also want to get your take on you’ve got a chapter called “Let’s Have A Meeting – Why They’re All Meaningless.” So, a bold stance. Tell us about this.

Gary Burnison
Oh, it’s a joke. You know, so many times today, the strategic response to any question is, “Let’s have a meeting. Let’s get together and talk about it.” It seems like it’s the response to every problem. And I think, look, there’s a number of problems with meetings. Number one is that people, they’re on stage, and so they’re performances many, many times, and they’re not real, they’re not authentic. And it’s amazing how the dynamic changes when you have two people versus four people versus six people versus ten people, and also how the dynamic changes whether there’s a boss there or not.

And so, ultimately, you defer to the most senior person in that meeting. And are you really going to say what’s on your mind? Are you really going to say the truth? And so, I just find them to be a little bit make-believe. We all remember in college we had these group projects, and some of my kids are college today, everybody dreads those, right, those kind of peer-to-peer group projects, “And who’s going to take initiative? And who’s going to speak out? Who’s going to hide behind somebody else’s work?” I just think that people today, it’s not a stage. And, for me, there’s different kinds of meetings. Is it an information meeting? Is it decision-taking? Is it discovery? Is it brainstorming? Like, what is the purpose? What are you trying to get out of this thing?

And the other thing I’m a big, big believer in is whatever time you give somebody, they’re going to take up that time. And so, when it comes to a meeting, I’ve got the 45-minute rule. Anything after that, unless you’re brainstorming, unless you’re doing blue-sky thinking, it’s not productive at all.

Pete Mockaitis
I think it’s a fun coincidence that our appointment is exactly 45 minutes today.

Gary Burnison
Look, I believe in collective genius, and I think that people are smarter together than apart. I’m a huge, huge believer. So, the meeting can be absolutely incredible if the right stage is set. And so, what I mean by that is people are free to speak their mind. What I’ve found, being a CEO now for a long time, is that generally people don’t have freedom of speech unless they have economic security. And so, to create that environment where people can speak the truth and people can speak their feelings, and that constructive conflict can be turned into collective genius, I love constructive conflict. But you have to have the right orchestrator so that it turns itself into collective genius.

Pete Mockaitis
Boy, well, that’s really thought-provoking, the notion that you’re not really speaking your mind unless you have the economic freedom. I guess that’s true in the sense of, well, I guess they talk about the, “F you, money.” It’s like if you’ve got that in the bank, then it’s sort of like, “I’m just going to tell you what I think. Worst-case scenario, you fire me and that’s no big deal.” So, I can hear that that resonates. So, then if you are kind of working with managing folks who they’re not quite paycheck-to-paycheck maybe but they sure do need the job, how can we facilitate that psychological safety knowing that they do still want to hold onto that job?

Gary Burnison
Well, as a boss, you can’t have retribution. If your actions don’t mirror your words, then it’s never going to happen. So, as the boss, you have to ensure that there really is a safe zone, and that that is absolutely reinforced every single day. We had a funny story recently, I mean, it’s kind of sad-funny, however you want to look at it. But we were interviewing an executive, and the company was looking for a new leader and they wanted this person. They really thought they wanted somebody who was collaborative.

And so, we were interviewing this executive, and so the interviewer asked, “So, give me an example of how you collaborate.” And he said, “Well, look, it’s easy. We have a meeting and we go around the table, and we either give a thumbs up or a thumbs down to the idea.” And the interviewer said, “So, how do you exactly do that?” And he said, “Well, it’s simple. I, first, give my view on, ‘Okay, this is a bad idea or a good idea,’ so I say thumbs down.” And the interviewer said, “So, you go first. So, how does that really work?” And the executive says, “Well, we have complete alignment.” Go figure, right?

Pete Mockaitis
Everybody agrees with you.

Gary Burnison
“Everybody agrees with me.” Needless to say, this person did not get the job. So, as the boss, you have to make it real and you have to set the tone. And, as the coworker, what you can’t do is take things so personally that you start spreading all sorts of news at the water cooler. You just can’t do that. That turns into a very cancerous environment.

Pete Mockaitis
Okay. Next bit, you mentioned the top 20 must haves for career development in your book, and that’s a lot. So, can you give us the top, top two?

Gary Burnison
Number one is humility and the second is self-awareness. And I say those two because those are the starters. Without those, the other hundred things will never happen, because, again, your performance is not just absolute, it’s relative. So, this distance between one and two is not constant. You have to improve yourself. Well, if you don’t have humility, then you’re never going to be self-aware, so you have to have enough humility to be able to look in the mirror and say, “What do I need to improve on?” like any great athlete does. Those are absolutely, you have to have those two, because without those two, it’ll be the exception rather than the rule in terms of making more money, getting those promotions, advancing, and all that.

Pete Mockaitis
Perfect. Thank you. Gary, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Gary Burnison
I think that I’ve just been shocked, whether you’re in the boardroom or you’re starting out of college, you’re starting out in your career, that you don’t treat your career like your health. And what I mean by that is if I told somebody, “Listen, you’re going to have a heart attack in nine months,” I guarantee you, this afternoon you would change things. You would start juicing it, you’d start eating oats, you’d start walking, you’d start running. You would do all sorts of things. You’d go to different kinds of doctors. Like, you would hop all over that.

Well, when it comes to your career, I think people are just complacent and they’re clueless, and they have this view that they’re going to be plucked out of the seat, that somebody is going to come to them with this great opportunity. That is not going to happen. And, today, we’re in a world of career nomads where, I believe, people coming out of college, Korn Ferry would suggest you’re going to work for 25 or 30 different employers.

And so, people are staying for two, two and a half, three years, and they’re moving on. They’re parlaying. They’re taking skills and they’re parlaying. They’re parlaying for more responsibility, they’re parlaying for more money, they’re parlaying to learn more. And so, I think you’ve got to treat your career like you would your health. And I really do believe, I would look at it and say, “Hey, I think I’m going to get fired in nine months. I think the company is going to get acquired. What would I do differently today?”

And what you would do differently is not just sitting with your computer pretending you were Hemingway with your resume and trying to find the right verb. That is the wrong thing to do. What you would do is you would think about where you want to go, and you would start to network, and you would target those places where you think you can really make a difference. That’s what you would actually do. And it’s bothered me that this just-in-time networking, like, something bad happens, your company gets acquired, your boss leaves, all of this stuff happens and people aren’t prepared. And so, you’ve got to treat your career like your health, and be proactive, and don’t just wait for the heart attack to update your resume. Actually, do something before.

Pete Mockaitis
All right. Thank you. Well, now, could you give us a favorite quote, something you find inspiring?

Gary Burnison
What’s always on my mind is, “You’ve got to believe to achieve.” And I think that I’ve just found that, and I don’t know if that’s something that I came up with or I read, but that’s on my mind all the time. And there’s another one that’s on my mind all the time, and that’s, “Fail fast and learn faster.” And so, most people are scared of failure, but the reality is that’s how we learn. Whether we like it or not, we learn through failure. And you have to try things. You have to take risks in life if you want to grow.

Pete Mockaitis
And when you say “You’ve got to believe to achieve,” can you unpack what that means in practice for a career?

Gary Burnison
You have to believe in yourself. You have to have that inner confidence. And so, if you’re the CEO, like myself, I think the most important thing is purpose. In other words, most CEOs, they think about the what, and the how, and the where, but they don’t think about the why. And the why is the most important thing, I think, in business. The why is, “Why are you in business?” And so, I call that purpose. For me, as a CEO, what I have to believe is I have to believe in purpose. I have to believe in our purpose.

Because if I can authentically represent that to 10,000 people, people will get behind that.

For an individual, I would say that you have to believe in yourself. Without that, it is going to be very, very hard to advance. And that’s why it’s so important that when you think about the next job and a career, who’s your mentor going to be? Because, yes, you can believe in yourself, and I tell you, it’s a lot easier to believe in yourself if others believe in you. Both have to happen.

Pete Mockaitis
All right. Thank you. And how about a favorite study or experiment or bit of research?

Gary Burnison
Well, it’s a book that I think is 20 years old, but Who Moved My Cheese? It has a strange title. It’s actually a very motivational book, it’s a very simple book. And the concept, which is so appropriate for today, is around change. And so, this view of trying to make tomorrow different than today, of having this insatiable curiosity for learning and for change, and not accepting the status quo, and not falling into the den of complacency is what that book’s all about. And I think that is more important today than ever.

Pete Mockaitis
And how about a favorite tool, something you use to be awesome at your job?

Gary Burnison
I spend probably an hour and a half in the morning and an hour and a half at night with nobody, around reading. And so, all the apps that I would have are all around news. And I found that it’s kind of a reflective time, and it’s a time to kind of be in the world, and to understand what’s happening around you, and to make your world bigger. And so, I do that religiously every single day.

Pete Mockaitis
And is there a particular nugget you share that really seems to connect and resonate with folks, they quote it back to you a lot?

Gary Burnison
Make people feel better after than before. And so, I will get that, people will say that jokingly, they’ll say it seriously to me. I think you should set that as a goal. Any human being, but particularly in the workplace, and particularly if you’re a manager, and for sure if you’re a boss, that with every interaction of an employee, “Do they feel better after than before?”

Pete Mockaitis
Thank you. And if folks want to learn more or get in touch, where would you point them?

Gary Burnison
Well, I’d take a look at the new book. It’s just simply called Advance, and you could get it on Amazon. And we actually have a new business Korn Ferry Advance that is all around trying to change people’s lives, trying to help them in their careers. We’ve got interviewing tools, we’ve got resume tools. It’s really the whole thing trying to change people’s lives and their professional careers for the better.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Gary Burnison
Boy, you want to wake up without the alarm clock. And if you’re not waking up without the alarm clock, you need to make a change. But that change needs to be well thought out.

Pete Mockaitis
All right. Gary, this has been a treat once again. I wish you and Korn Ferry all the luck and success in your adventures.

Gary Burnison
Great hearing your voice again. And thank you very much for your time.

555: Why We Fail to Empower, Inspire, and Engage: Unmasking the The Advice Trap with Michael Bungay Stanier

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Michael Bungay Stanier explains why we need to stop giving advice and start asking questions instead.

You’ll Learn:

  1. Three reasons why advice is overrated
  2. A step-by-step process for breaking your advice-giving habit
  3. How to ask more insightful questions

About Michael:

Michael Bungay Stanier is an author and the founder of Box of Crayons, a company best known for teaching 10-minute coaching so that busy managers can build stronger teams and get better results. He was named the first Canadian Coach of the Year. He left Australia 25 years ago to be a Rhodes Scholar at Oxford University.

Michael has been featured in several publications such as Business Insider, Forbes, The Globe & Mail, Fast Company, and The Huffington Post. He has held senior positions in the corporate, consultancy, and agency worlds. He has lived and worked in Australia, the UK, the US, and Canada. He currently lives in Toronto.

Items Mentioned in the Show

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Michael Bungay Stanier Interview Transcript

Pete Mockaitis
Michael, thanks for joining us here on the How to be Awesome at Your Job podcast again.

Michael Bungay Stanier
I know. Thank you for having me back, Pete. It’s really nice to be here.

Pete Mockaitis
Oh, yes. Well, I was having a lot of fun during chats because you’re not afraid, again, putting the pressure and expectation on, not afraid to get a little silly and neither am I.

Michael Bungay Stanier
I strive to be hilarious yet useful at the same time.

Pete Mockaitis
Oh, that’s a winning combo in my book. So, we’re going to talk about advice. And you’ve got a fun turn of a phrase, the advice monster. Can you tell us what is that? And can you maybe give us a wild example, like if you’ve got one or two, of the advice monster in action?

Michael Bungay Stanier
Oh, the examples are a legion. People are going to know this right away. So, when I wrote the last book, The Coaching Habit, as a throwaway line, I’m like, “You’ve got to learn how to tame your advice monster.” And people have loved that idea, they’re like, “Oh, I know what an advice monster is. I know my advice monster. I have it.” And, in fact, you all do. As soon as somebody starts talking, and even though they’re telling you about a situation you don’t really understand, involving people you haven’t properly met, with a context you don’t know at all, and technical specifications that you don’t get, after about 10 seconds in your brain, you’re like, “Oh, I’ve got some ideas here. Step aside, I’ve got something to say to you.” And that’s our advice monster. We’ve had to train for years, we spend our lifetime nurturing, feeding this insatiable part of ourselves.

And in this new book, The Advice Trap, I’m like, “You know what, the barrier to staying curious turns out not that we don’t know what a good question is, not that we don’t know the value of staying curious and being more coach-like. The barrier to actually making this behavior change is our advice monster. We’ve got to learn to tame our advice monster.”

Pete Mockaitis
Okay. Well, so you’ve got examples are legion. But could you give us one or two that made you go, “Wow, that is not what to do textbook”?

Michael Bungay Stanier
It’s like, do you want me to just talk about the ones that have happened over the last three hours for me or should I go back to the rest of my life? So, let’s talk about my marriage.

Pete Mockaitis
All right, this is getting good.

Michael Bungay Stanier
I have been happily married for almost 30 years. I met Marcella, my wife, when we were studying at Oxford together. It was one of the two great outcomes for me being a Rhode Scholar. But there’s nothing like a spouse just to drive you nuts. You know, somebody once said, “Your soulmate is the person who pushes all your buttons.” And Marcella does that for me. She has all the right things as well but she also has a way of me going, “Right. If I’m going to give anybody advice, it’s going to be her.”

So, she starts telling me something that she’s up against, and I’m like, “Okay, just stop talking. Just let me tell you what to do.” And if any of your listeners are married, or in a longer-term relationship, or you’ve been in a relationship, or maybe you have kids, or maybe you have parents, you will recognize that need to kind of go, “Okay, with this person I’m close to, or this person that I love, this person I actually like and I want to support, part of what I default to is this, ‘Let me rush in and try and fix it and solve it for you.’”

Pete Mockaitis
Okay. Understood. So, that sort of the impulse, the inclination there, “Let me fix this and solve this for you.” And so, I can see that, hey, that’s not sort of fun on the receiving end frequently. But could you make the fuller case for how that’s really problematic and just what can be at stake if we let our advice monster roam wild?

Michael Bungay Stanier
Yeah, advice is overrated for three reasons. The first thing to say, Pete, is, look, don’t think that I’m saying never give advice because that’s obviously ridiculous. I mean, the podcast is actually this moment of advice-giving so it’d be ridiculous to say never give advice. The problem isn’t with advice, the problem is when giving advice becomes your default response, and we have this ingrained way of behavior. And it turns out that advice kind of goes bad in three ways.

So, here are the three ways. Number one, you’re often trying to solve the wrong problem. We get seduced into thinking there’s all the time that we believe that the first challenge that shows up is the real challenge. It almost never is. It’s the best guess, it’s the stab in the dark, it’s an early hypothesis. But almost never is the first challenge the real challenge.

But let’s just say, for the sake of argument, that actually you are working on the real problem, the real issue that needs to be fixed. Here’s the second issue with advice, your advice is not nearly as good as you think it is. Now, there’s all these cognitive biases that are wiring us to make us believe that we’re smarter, wiser, more able, more insightful than we actually are, and so often our advice is just our projection around, “This is what I did once or what I thought of once. This should work for you as well.” So, there’s your second issue which is not only is often solving the wrong problem but, secondly, even if you’re solving the right problem, the advice you’re offering up isn’t nearly as good as you think it is.

But let’s just say, for the sake of argument, the knowledge you have the right challenge at hand but you have this awesome piece of advice, I mean, it’s brilliant, it’s gold dust, it’s pearls of wisdom, you’re like, “This is amazing.” The third challenge with advice is, “Is this the right form of leadership? Is this the right way of showing up and supporting the person you’re in conversation with right now?” Because there’s a deep insight to say that the idea, the solution, the advice that a person gives themselves is a much more powerful intervention than the advice that you give them.

Even if their idea isn’t quite as good as your idea, and our cognitive biases will have us believe that that’s almost always the case, but there’s something really powerful as a leader, and by a leader it doesn’t mean that you’re actually literally managing a team or if you just interact with other human beings, if you show up with other people and you help people figure out their own stuff. What you’re doing is you’re empowering them to get smarter, to own the idea, to get the wisdom, rather than having it coming down from you because, honestly, when you have somebody giving you an idea, your natural reaction is just to push back against the idea even if it’s well-meant, as it so often is.

Pete Mockaitis
Okay. So, that’s the advice monster and what is problematic about just letting it roam. So, your book is called The Advice Trap. Is it fair to say the trap is just that you have a temptation to give advice and then you fall into it and that’s a bad thing? Okay.

Michael Bungay Stanier
Yeah, basically, again, advice, fine. The default response to going, “Look, my job here is to give advice.” That’s the advice trap, into seducing to thinking that that’s your role. In fact, it goes a little deeper than that. So, the double-click on this whole advice monster thing, it turns out the advice monster has three different personas, and each one of it kind of feeds a deeper need for us, which makes it hard for us to step into this way of behaving which is around the power of being more curious.

So, I’ll take you through the three advice monster personas because people like this. And for the folks listening in, listen up because you’ll hear the advice monster persona that resonates most for you. So, number one is tell-it, and tell-it has convinced you that the way you add value, in fact, the only way you add value is to have the answers. In fact, you need to have all the answers. In fact, you probably need to have all the answers to all the problems all the time. And if you don’t have all the answers, you fail. So, that’s the first one, that sort of sense of that weight, that obligation of, “I’ve got to know everything. I’ve got to always be providing answers or else I’m not adding value.”

Pete Mockaitis
Okay. So, that’s a persona, “My persona is tell-it and I’m telling it.” Okay.

Michael Bungay Stanier
You’ve got it. Number two, save-it. So, save-it, a little more subtle than tell-it which is a noisy one. Save-it, you put a time around you, “Pete, your job is to keep everybody safe at all times. You can’t let anybody stumble, you can’t let them struggle, you can’t let them fail, you can’t make them sweat. Your job is to keep everybody protected, keep everybody safe, keep everybody comfortable. If they struggle, if they stumble, if they fail at all, you fail.” So, that’s that second piece, that kind of that weight of going, “I’ve got to make sure everybody is okay all the time.”

And then the third advice monster, which is the slipperiest, the sneakiest of the three, is control-it. So, control-it has convinced you that your job, the only way you win, is to maintain control, keep control at all times. Don’t give up control. Don’t let others have control because if that happens, you fail. You’ll definitely fail. So, you got those three different advice monsters: the tell-it, the save-it, and the control-it. And each one of them speaks to a deeper need that we hold onto that keeps us stuck in the advice-giving mode because we’re like, “You know what, I feel obliged to have the answer. I feel obliged to save the person. I feel obliged to control the situation.” And when you do that, you don’t let curiosity really blossom.

Pete Mockaitis
Okay, certainly. And so, you call these personas because…well, I guess, I think of them as verbs, “So, I want to tell it, I want to save it, I want to control it.” So, it’s a persona in so far as there’s kind of like a personality or a character associated with the kind of person who feels the need to tell it, to save it, to control it?

Michael Bungay Stanier
That’s a really good question. On the website TheAdviceTrap.com, we’ve actually got a questionnaire which is like 20 questions or so, five minutes to do, and you can follow it through and you’ll actually end up with the advice monster that kind of is your go-to, your default, the one that you’re kind of most familiar with. When I was writing the book, I’m like, “Do we have three advice monsters, and each of them is a different advice monster? Or is it one advice monster but kind of shows up in different ways with different traits depending on who you are and depending on the situation?” In the end, I was like, “No, I think it’s better as a persona. We all have the advice monster. How it shows up, the clothes it wears, the behavior it has, is different for different people.”

Pete Mockaitis
Okay. So, then let’s see, we’ve got three personas but we’ve all got an advice monster. So, I imagine you probably have some universal solutions and some particular prescriptions, given which persona you fall into. So, yeah, what do we do? So, someone is telling us something, we’ve got that urge, the impulse, to pour forth the advice, so what’s the appropriate response?

Michael Bungay Stanier
Well, you can guess that the easy solution here is to just stay curious a little bit longer because curiosity is the light that holds back the advice monster. I mean, questions are the kindling of curiosity. So, the easy, fast answer for people is go, “Look, just ask them good questions. Stay curious a little bit longer.” But, Pete, this is actually what took me to writing The Advice Trap because the first book, the one we talked about when we did the previous interview is called The Coaching Habit. Well, The Coaching Habit is like, “Here we go, I’m trying to unweird coaching for you. I’m trying to make curiosity feel like a useful everyday skill. Seven good questions can take you a long way down the path.”

And we’ve had a lot of people go, “These questions are fantastic. I’ve started using them with my spouse, with my kids, with the people I work with, with the team that I lead, and things are getting better.” And I’m like, “I love that.”

There’s also a lot of people out there who go, “You know, Michael, I like your questions, I like your book, I like the podcast you did with Pete, it’s all great, and I’m finding it really hard to change my behavior. I’m finding it really hard to shift from being advice-driven to being curiosity-led.” And so, there’s kind of a deeper piece of work that’s required.

In the book, this is kind of the opening part of the book, I talk about this difference between easy change and hard change. We are all good at easy change, that’s why it’s called easy change. And the metaphor I’d give you is it’s a little bit like downloading an app on your phone, it’s adding a little bit of knowledge to the current version of you. So, easy change, anytime you get a new phone, or walk into a new hotel room, like I’m in at the moment, or show up in a new place, you’re like, “Okay, I’ve just got to figure this stuff out.” And you do. You listen to a podcast, you watch a video, you read a book, you go and talk to a teenager who explains it to you, and you’re like, “Okay, I kind of get it.”

Pete Mockaitis
I go to Amazon.com and buy a little something. Well, this problem’s solved for $15. Thank you. All right.

Michael Bungay Stanier
Exactly. So, you kind of figure it out and you start off and you’re a little bit incompetent when you do it the first time, but you quickly get competent, and then you quickly get to a point where you’re like, “Yeah, I’ve got it. I’m fine with it.” So, that’s easy change. No problem with that.

Hard change, obviously, is trickier, harder, slipperier, and we all know this because we’ve all tried to take on something where you’re like, “This should be relatively straightforward,” and for some reason it’s really difficult. For some reason, it just seems to be elusive for you. You keep trying, you keep reading more books, you listen to more podcasts, you watch more videos, you buy some more stuff from Amazon, and it just isn’t enough to help you crack this dilemma, this piece around, “I’m trying to figure out how to do this.”

If you’ve ever had a New Year’s resolution where you’re like, “Okay, I’ve made this resolution for the last seven years, but I’m going to make it again this year because, damn it, I’m actually going to get it sorted out this time around.” Well, this is what hard change is. And if easy change is downloading the app on your phone, hard change is when you realize that an app won’t do it. You need a new operating system. The other way of talking about this, Pete, is like if easy change is about tweaking current you, present you, hard change is a commitment to future you. It’s like, “You know what, to do this, I need to become a bigger, different, better version of myself. So, what needs to change so that I can actually step into that way of doing it?”

And that’s a very long answer around your question around, “Okay, we notice your advice monster, what do you do about that?” Well, for some of us, it’s easy change, which is like just ask some questions, and some of us it’s hard change, which is like, “Oh, you’ve got to learn to tame your advice monster.” And that can be tricky, that can be difficult, and that’s absolutely worth the battle because you get to show up in a whole different way.

Pete Mockaitis
Okay. So, it’s going to take some hard change, and it’s not a matter of downloading the app. So, what is it a matter of doing?

Michael Bungay Stanier
So, step number one is going, “Are you up for this? Are you actually committed for actually going to do this?” Because some people are like, “Yeah, in theory, I kind of wouldn’t mind being a bit more curious, but in practice, I can’t be bothered.” So, the first step is to go, “You know what, it’s really worth it. It’s now irritating me how much I give advice. It’s irritating the people I work with how much I give advice. I want to do this change.”

Step number two is to actually say to yourself, “Look, I’ve got to start recognizing my advice monster because until I start seeing it, until I start knowing how it shows up, then it’s really hard to tame something that you’re not quite sure where and how it exists in the world.” So, there’s a way for you to actually take the time and going, “So, when does my advice monster really get loose where they go crazy? What’s the situation and with whom is the person?”

So, it might be when I have my weekly check-in with Pete, “Oh, that man drives me crazy. He starts talking and my advice monster is absolutely loose.” So, the next step is for you to identify when your advice monster is on the loose, so you’re not trying to do a generic, “I’m just trying to be more curious.” You’re like, “No, this is the moment where I’m trying to change my behavior.” And, Pete, this comes from our last conversation, actually, which this ties in with what it takes to build a new habit, which is like be specific, be singular, be focused, don’t be generic but actually pick a moment, pick a new behavior, pick a context, so that you can actually change your behavior in this way.

Pete Mockaitis
All right.

Michael Bungay Stanier
So, step number one, declare the battle is on. Step number two, identify the moment where your advice monster shows up. Step number three, it gets a little more personal. It’s a little deeper dive. And it’s to understand the prizes and the punishments of your current behavior. This is the thing. You give advice because you get something from it. It’s actually a win for you. So, there’s a way of actually identifying how you’re showing up, “What do I get out of that?” And it’s like, “You know what, I feel smart. I feel in control. I get them out of my office faster. I feel like I’m adding value to the conversation. I feel like I’m in control of what’s going on.” It speaks to some of those three different types of advice monsters that we talked about before.

Pete Mockaitis
Or there’s like this pressure, I feel this in my brain sometimes. It’s like if I don’t somehow capture what’s in my head, either by saying it out loud, or writing it down, or sticking it somewhere, then it’s just going to have a piece of me, and that’s uncomfortable, and it’s like I need the resolution and breadth and peace associated with knowing that it’s been captured, otherwise it might disappear forever, and it’s a treasure trove that I can’t allow to just run away, Michael.

Michael Bungay Stanier
Exactly. I love that. That’s pretty powerful insight, Pete. That sense of, “Oh, no, no. What I’ve got is essential and it’s vital, and it’s like, honestly, it’s genius, so I can’t not offer that up to the world, that would be irresponsible.” So, it’s really helpful to see that. And, actually, I love how you talked about that because you can see, in you saying it, there’s an honesty and a kind of vulnerability and a self-awareness around, “I can see how this is a little bit ego-driven, but it’s also true. It’s kind of what’s there for me.”

Pete Mockaitis
And it’s just so fun, it’s like, “Ooh, this is a really interesting idea. It’d be fun to explore it and maybe we’re going to do that right now with the person since they brought it up or maybe we’ll do it later. It’s a little uncomfortable for me to imagine. Well, maybe we’ll just never get to explore, and that fun thought is just going to run away because I put all my attention back towards listening and being curious.”

Michael Bungay Stanier
And miss that moment.

Pete Mockaitis
Yeah.

Michael Bungay Stanier
Well, understanding the benefits you get from it sets you up for the next piece, which is, “What’s the price that you and others pay for your need to share this little piece of genius?” And all parts of equation kind of can suffer as part of this. You can pay the price of being the person who feels that they have to always have the answer, or they always have to have the little genius idea, or they’ve become the bottleneck to the conversation, or they disempower the other people because they’re like, “You know what, is there a point in coming to Pete with ideas because he’s always got his own little genius idea that he always has to share with us and he’s always telling, well, that’s kind of the thing we should be doing?” So, there’s a way that both you and the other person can pay a price around that.

Pete Mockaitis
Right.

Michael Bungay Stanier
And having done that, you’re actually at a bit of a crossroads, which is to go, “You know what, do the prizes outweigh the punishments, or is it vice versa?” And until you get to a point where you’re like, “The punishment of my advice monster, the price I pay and the price other people pay, are now sufficiently significant enough that they outweigh the more short-term,” you know, in the book we call them winds not wins, that short term, “Oh, I get to be genius, I get to be smart, I get to have the answers.” When you see the punishment outweigh the prizes, you’re like, “Okay, I’m up for the change here because the current equation isn’t working as well as it used to.”

Then you go a little deeper. And I will say, Pete, at TheAdviceTrap.com, there’s actually a way, a little video of me facilitating people through this process. So, if people are going, “Yeah, I’m kind of following this but I would like it a bit more.” There’s a video and there’s a worksheet and stuff that people can grab at TheAdviceTrap.com.

We get to that next level down where you’re like, okay, so if what you’ve done with prizes and punishments is kind of figure out the equation for present you, let’s go down to future you and kind of go, “All right, two things to look at here. If you were to tame your advice monster, if you were to stay curious a bit longer, what would you be worried about? What would make you anxious about that?” Because you’ve got to acknowledge which is like, and you’ve got to talk about it, which is like, “I don’t feel like I’m adding value. My little bits of genius might never see the light of day and a little bit of me dies if I don’t get to be a genius every time I show up. That other person might struggle. I might lose control of the conversation. I might not get to be the smart person in the room.”

You get to see all of those kinds of anxieties that you have but then you weigh that against them. But what would future you gain from this new way of behaving? What would you find? It’s like, “Oh, I get to allow other people to be brilliant. I get other people to share their genius with me. And I’m a catalyst and a space for them to be brilliant rather than me to be brilliant. I get to not be a bottleneck. I get to have other people be more confident and more competent and more self-sufficient and more autonomous so I, honestly, I work less hard because they’re all doing their own stuff without having to come to me for their blessing or the idea or whatever it might be.”

And then when you kind of weigh that up, you’re like going, “Okay, I see the choice now.” And it’s actually only when you do that, people work, Peter, that you kind of go, “Right. Now, this is setting me up for a place where I can go. It’s worth me asking a question because I’ve actually kind of gone deeper into the kind of the complexity of the behavior change that’s required.” And you’re going, “You know what, now is the time for me to invest in this future-you state so that I can have more impact as a human being in the life that I live.”

Pete Mockaitis
Well, I really like that process, that framework, in terms of I think you can use that anytime you think about a behavior change or a should, “Oh, I should work out more,” or, “I should eat better.” It’s like, “Well, maybe, but I think what’s probably most appropriate is rather than just sort of have a kneejerk reaction if you’re guilty for doing or not doing all the things, to really zero in on, all right, a true sense of the cost and benefit and opportunity that is awaiting you if you embark upon that kind of a change.” And so, I think that’s super handy that a lot of things you think maybe that you should do, you can realize, “Hey, you know what, actually not worth it. Not worth the cost so I can just sort of let go of that peacefully and move onto something else.”

At the same time, let’s say maybe you do get that perfect clarity and conviction that, “Yes, this is the thing. It needs to happen. I can absolutely see it’s worth doing. The benefits massively justify that investment.” And, nonetheless, much like a diet exercise, temptations arise. What do you recommend for in the moment, you’re committed and yet, ooh, you’re feeling it? What do you do there?

Michael Bungay Stanier
I would go back to some of the stuff I talked about in the opening chapter of The Coaching Habit book. I’m like, “You know what, pick a person, pick a moment, pick a question. Don’t go, ‘Look, I’m just trying to be more coach-like. I’m committed to being more curious in every aspect of my life.’” All that does is set you up for failure.

What I’m saying instead is like, you know what, pick a question and go, “I’m going to try and ask that a few more times per day than I currently do.” And if you’re going to pick one of the seven questions I talked about in The Coaching Habit book, I might go for number two, which is the shortest and the most powerful of the seven questions, which is “And what else?” Like, “What else?” So, the acronym of that is AWE, so it’s literally an awesome question which I love.

And what I found is that what that question has is it kind of built within it is the insight that the person’s first answer is never their only answer and it’s rarely their best answer. But what happens in this is our advice monsters, you ask a question, somebody comes up with an idea, and you’re like, “Nailed it. We’ve got something. Let’s go with it. Let’s run with it. Let’s implement it. Let’s make it actionable,” or whatever it might be.

And what I would encourage people to go is like, “You know what, their first answer is almost never their only answer.” So, ask “And what else?” because it will mean that you get more, you squeeze more out of the lemon of any question that you’ve asked them, and you’ll get better and more diverse answers from the person that you’re working with. So, I think there’s my generic piece of advice on how not to give advice, which is like, “Hey, if you only got one question, make it ‘And what else?’” Because you know what, you can slip that into almost any kind conversation. People won’t even notice.

Pete Mockaitis
Certainly. I think that I’ve been using a lot of the questions that’s come up with a few guests, it’s comparable although you’ve got a knack, Michael, for identifying the nuances between how one question is, in fact, quite different from another given the words and the triggers that it does for people, so let me put you on the spot with this. I’ve been loving “Tell me more about that.” Let’s compare or contrast. Are those interchangeable or do those have some nuances that you’d like to discuss?

Michael Bungay Stanier
Well, “Tell me more about that” has some inherent landmines built into it.

Pete Mockaitis
All right.

Michael Bungay Stanier
I’ll tell you why. So, if I go, “All right, Pete, what’s on your mind?” And you give me something, I go, “Great.”

Pete Mockaitis
This coffee, I’ve been so engaged, I have barely sipped it.

Michael Bungay Stanier
I know about that. And you go, “Okay, here, Michael, here’s a thing that’s on my mind.” And I go, “Oh, interesting. Tell me more about that.” Now, this question feels like it’s in service of me rather than you because I’m going, “I want to find out more about what’s going on secretly because the more I know about that situation, probably the better advice I can give you when it comes to actually my time to give you advice.”

Pete Mockaitis
Okay.

Michael Bungay Stanier
And one of the nuances about asking questions, and this is kind of a real step towards mastery, is to go, “In whose service is this question? Is this more for me or is it more for them?” Because if I go, “Well, tell me more about that,” you’re like, “Well, I already know a bunch about it, but sure, now I’m helping you out by telling you more.”

Pete Mockaitis
I see.

Michael Bungay Stanier
Whereas, if I go, “All right, that’s interesting. I hear what’s on your mind. Tell me what’s the real challenge here for you.” Now this question is in service of you. It’s for you to go, “Well, what is the hard thing here? What is the challenge? Where am I struggling with this?” And then I go, “What else is a challenge here for you?” You’re like, “Oh, yeah, what else?” And as you go deeper, then I go, “Great. So, Pete, of all of that stuff, what’s the real challenge here for you?” Now you’re working and you’re figuring stuff out, because the stance I hold is, look, if I’m in a conversation with you or I’m asking you questions, I don’t need to know a whole lot about what’s going on.

I mean, when we finish this conversation, I’m in Anaheim at the moment to speak at a big tech conference for a big tech company, and I’m going to coach a very senior leader on stage in front of about, I think it’s 1500 people. Now, what do I know about the impossible job of being an executive vice president of one the top three tech companies in the world? The answer is I know nothing. I know absolutely nothing. So, if I sit down with this person, and I go, “What’s on your mind?” and they tell me, and I go, “Well, tell me more about that.” Now, they’re like, “Okay. Well, you don’t know anything about this anyway, and I’m not sure that this covered under our NDA, but I’ll give you some topline stuff.” And I’m like, “Okay, tell me more about that. What else can you tell me about that?”

And now he’s explaining to me what the situation is so I can try and figure out a solution. But if I go, “Yeah, okay, I don’t even know what that means. But what’s the real challenge here for you around this?” And they’re like, “Oh, yeah, it’s this.” I’m like, “Great. What else is a challenge here for you around this?” And they’re like, “Amazing.” It’s them, they’re in the spotlight, I’m in service to them. And “Tell me more about that” is often in service to me.

Pete Mockaitis
Well, that’s a powerful distinction there in terms of who’s the question in service to. And, also, when we’re reviewing coaching contexts in terms of, hey, on stage and such, that’s really handy. I think in previous contexts, “Tell me more about that” was handy in terms of someone said something to you that made you kind of angry, like they’re volunteering some feedback or they’re about to let you know just how you’ve screwed up. “Tell me more about that” is great for disarming versus “And what else?” It’s sort of like, “Oh, really? You’re going to dismiss what I’ve just said?” So, that’s perfect in terms of the different contexts, making one versus the other a bullseye.

Michael Bungay Stanier
So, in the context of somebody said something, feedback, or aggravating, or something like that, the power of “Tell me more about that” is it’s a self-management tool to stop you leaping…

Pete Mockaitis
Oh, that too, yeah.

Michael Bungay Stanier
You know, strangling, you’re like, “You’re triggering me here. I want to kill you.” Here’s a nuance then in that context, which is like, “Tell me more about that” is a pretty broad question. There’s a way that you might direct that conversation to become more useful for you. And here’s how it could look like. You could say, “What’s the data for this?”

Pete Mockaitis
Okay.

Michael Bungay Stanier
Because when people give you feedback, it tends to be a mix of a little bit of fact and a whole bunch of judgment, and a whole bunch of unspoken feeling, and an unspoken want or need, and there’s a way that “Tell me more about that” you may get a bit more of a repeat of what you’ve already heard, which is the same kind of mess of all of that stuff. But you could take it in different ways, you go, “Okay, I hear there’s something going on here. Tell me what the data is. Tell me what the facts are around this because I’m curious to know what’s making you think that.”

You could say, “I hear what’s going on. Just so I’m clear, what do you want here? What do you want from me? What do you want from this conversation? What do you want from this outcome?” Because sometimes actually everything they’ve told you is entirely separate from what they’re really trying to get out of this, and knowing what they want is a much more specific and useful question to actually figure out.

And then the third question that you could ask around that, you could ask, I mean, I love putting feelings and judgments together. In my head, I’ve got this model which is like every conversation has four parts to it: data, feelings, judgments, and the wants and the needs. And the context of like a tough conversation, I’m like, I’m trying to get clear on what falls into what bucket.  So, it’s like I’m just trying to find the right articulation of the question, Pete. It’s like, “If that’s the fact, if that’s the data, what are your assumptions based on that? What do you assume to be true about me, about you, about this situation at hand?”

And what you’re doing is you’re effectively asking the same question you’re asking, which is “Tell me more about that” but you’re being a little more direct, it’s like, “I want to find out about the data. I want to find out what you want. I want to find out what you assume to be true.” And all of those questions can be helpful but one in particular might particularly serve you in the moment.

Pete Mockaitis
Oh, that’s great. And so then, maybe could you give us an example of disaggregating those four components there in terms of let’s just say I’m saying…? Okay, I just looked at your hotel room, so I’ll just say, “You go up to the front desk and you tell them that your bed is unacceptable.” Can you disaggregate that for us?

Michael Bungay Stanier
Yeah. And if they go, “I can hear you’re frustrated there, sir. What is it that you want?” “You know what, I just need a bed, a pillow.” And they’re like, “Oh, that’s easy. We’ll just send over there a pillow.” Or I’m like, “I’ve got a colony of bedbugs.” And they’re like, “Oh, okay. Well, we’ll move you to a different room.” Or, it’s a hammock and I don’t sleep in hammocks, “I thought I was getting a king-sized bed and you put me in the nautical-themed room, and there’s like pictures of pirates on the wall, and it smells of brine, and I don’t like hammocks.” So, that curiosity can help.

Now, it might be for them, they’re like, “Tell us more. What seems to be the issue, sir?” But you’re like, the bigger insight in all of this is that piece around curiosity and the power of it, because “Tell me more about that” is an invitation to stay curious. And that’s the big win around that.

Pete Mockaitis
Certainly.

Michael Bungay Stanier
Well, I’m thinking like a more complex situation because with the hotel and the hotel bed, it’s a transactional relationship, like, “We’re just talking about a bed and then we’re never going to talk to each other again.” If it’s somebody I have a relationship, like it’s my wife, and I go, “Well, I’m just curious. What makes you think that? What’s the data behind what you’ve just said?” And she goes, “Well, I just saw the rubbish bins, the trash cans, out on the pavement, and they were this and they were that.” And I’m like, “Oh, yeah, actually those aren’t our trash cans. Our trash cans are on the back. I brought them in.” And she’s like, “Oh, all right. My mistake.” And that data diffuses the whole situation.

Pete Mockaitis
Okay.

Michael Bungay Stanier
But if I’m like, “Tell me more about that,” she’s like, “I never liked you. You’ve never been good at household chores. You’ve been a burden to the family for 30 years,” and I’m like, “Okay, this has gone really dark really quickly.”

Pete Mockaitis
Oops.

Michael Bungay Stanier
Yeah, exactly.

Pete Mockaitis
And so, in that trash can example, that’s actually really handy because if we look at those four components, so the data are “I witnessed some trash cans that were askew.” Their feelings are “That’s gross and I hate looking at it and it’s very unpleasant.” The judgment is “You’re unresponsive in doing your chores, Michael, and my need is for you to fix that.”

Michael Bungay Stanier
It actually goes deeper than that, which is that, “You’re bad at your chores. You’re a roundabout lazy man. You’re a parasite. You’re sucking me dry. You never carry your weight in this relationship. You don’t love me.” That stuff can kind of escalate pretty quickly.

Pete Mockaitis
Okay. Understood. And so then, Michael, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things here?

Michael Bungay Stanier
No, I think that’s it. There’s a bunch of good resources at TheAdviceTrap.com, there’s a questionnaire around which of the three advice monsters is the one that you’re most familiar with, there’s that process around going into hard change versus easy change. All that resources that people can make the most of it they’d like.

Pete Mockaitis
Okay. Well, now, can you share with us a favorite quote, something you find inspiring?

Michael Bungay Stanier
I have so many good quotes. I will point to that I’m sitting with at the moment is from Muhammad Ali, and somebody once said this is the shortest poem ever written. And it is, “Me, we.” And I love the profundity of that which is to say we are all connected. There’s no me without the context of us. And what you do here for you is in service to us, and remember that connection. So, me, we. Muhammad Ali.

Pete Mockaitis
Okay. And could you share with us a favorite book?

Michael Bungay Stanier
The book that I keep coming to because it’s an amazing combination of science and just the kind of celebration of the miracle of this planet, being a planet that we can live on, is Bill Bryson’s book A Short History of Nearly Everything. It’s hilarious. That man can write a metaphor better than anybody else I know. And, really, it just opens up the kind of the unlikelihood of being this life on this planet at this time where you and I are able to do a podcast together. It’s like spectacularly unlikely that this could ever happen, and yet here we are.

Pete Mockaitis
And how about a favorite tool, something you use to be awesome at your job?

 

Michael Bungay Stanier
The thing that I am enjoying most is a pen given to me by the people that are helping me publish the book, it’s by a company called Baronfig, which are a New York stationary cover. And it just is a beautiful pen.

Pete Mockaitis
Great. And if folks want to learn more or get in touch with you, where would you point them?

Michael Bungay Stanier
TheAdviceTrap.com is a place to find out about the book. But if you’re going to go to a singular place, basically, a newish website called MBS.works, and that’s kind of a collection of my works, all the stuff that I’m working on, so you can access the books I’ve written. So, MBS.works is a good place to go.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Michael Bungay Stanier
Yeah, add a question, just one question per day to your conversation. Make it “And what else?” Make it any other question but I would love you to take one small step in the direction of curiosity.

Pete Mockaitis
All right. Michael, this has been fun. I wish you lots of luck with The Advice Trap and all your adventures.

Michael Bungay Stanier
Pete, it’s been a pleasure. Thanks for the great conversation. I appreciate we kind of went deep and interesting, and you threw yourself in the mix there as well, so thank you.

Pete Mockaitis
Oh, well, thank you. It’s my pleasure.

554: How Doing Less Results in Achieving More with Celeste Headlee

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Award-winning journalist and speaker Celeste Headlee shares how doing nothing can help you accomplish everything.

You’ll Learn:

  1. Why idleness isn’t laziness
  2. What’s causing you burnout
  3. The productivity benefits of shorter work hours

About Celeste:

Celeste Headlee is an award-winning journalist, professional speaker and author of Heard Mentality and We Need To Talk: How To Have Conversations That Matter. In her 20-year career in public radio, she has been the Executive Producer of On Second Thought at Georgia Public Radio and anchored programs including Tell Me More, Talk of the Nation, All Things Considered, and Weekend Edition. She also served as co-host of the national morning news show, The Takeaway, from PRI and WNYC, and anchored presidential coverage in 2012 for PBS World Channel. Celeste’s TEDx Talk 10 ways to have a better conversation has over 19 million total views to date.

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Celeste Headlee Interview Transcript

Pete Mockaitis
Celeste, thanks for joining us here on the How to be Awesome at Your Job podcast.

Celeste Headlee
My pleasure. Thanks for having me.

Pete Mockaitis
Well, I’m excited to chat again. And, first, I was very curious, as you filled out the form, you mentioned that your dog has a best friend whom your dog texts. Please explain.

Celeste Headlee
Well, I mean, obviously, I text on behalf of my dog.

Pete Mockaitis
Oh, okay.

Celeste Headlee
But they have a very close relationship, and my dog has a very expressive face, so I read the facial expressions and then I text it. My neighbor across the street has a dog named Choco, a lab mix, and they took her away for three months. They went on a road trip, and so Sam has missed Choco horribly, so the dogs would text back and forth to each other for the three months while Choco was away. Their reunion was lovely.

Pete Mockaitis
Well, that is lovely. Well, that explains a lot. I mean, I was very intrigued, like, “How is this working in terms of texting? And is the best friend another dog or is it a…?” Now, that’s all good and clear. I’m curious how they got to be so tight to begin with. What forges a bond between the dogs?

Celeste Headlee
I really don’t know. My dog is pretty particular about which dogs she likes and which she just tolerates. The vast majority of canine kind belongs in the second category, she’s fine with them but she just tolerates them. But something about Choco, the very first day they met, she just fell in love. That was her puppy, and they have been bonded. They’ve been a bonded pair ever since.

Pete Mockaitis
Well, so talking about pair bonding, the last time we discussed, we had a great conversation and listening and such, and that was a fun one. So, listeners, that is over at Episode 221 if you’d like to resurface that one. But now you’re onto some new territory, or maybe, I imagine, there’s some interrelationships there. You’re talking about doing nothing, well, your book title I love, “Do Nothing: How to Break Away from Overworking, Overdoing, and Underliving.” Captivating and I think resonant for many. So, boy, there’s lots to say here, but maybe I’ll just put you on the spot. What’s maybe the most fascinating and surprising thing you discovered when you were researching and putting this book together?

Celeste Headlee
I think that number one is how long this has been going on, right? Because this sort of modern hustle culture that is making so many of us unhappy, I think we tend to associate it with technology and social media and some very recent developments. But when I started researching it, it dates back to 19th century Scotland.

Pete Mockaitis
Oh, that’s where hustling began?

Celeste Headlee
Yes, exactly.

Pete Mockaitis
The Scottish hustlers.

Celeste Headlee
The Scottish engineer. Funnily enough, one of the things I talk about is how we’re always trying to have the best, the ultimate, which is, in moderation, that’s a wonderful impulse, but that Scottish engineer, he wasn’t inventing the steam engine, he had a steam engine, he thought it was terrible so he was just trying to improve it. And that’s how the Industrial Revolution began. So, that was the biggest surprise for me that this has been going on for well over 250 years.

Pete Mockaitis
And so, you’re saying that the start of hustle culture coincided with the start of the Industrial Revolution in that I guess there’s an optimizing mindset. Or are you also saying that individual workers are like, “Oh, wow, okay. I do more, I get more”?

Celeste Headlee
Okay. So, human beings did things and lived a certain way for most of our 300,000 years on the planet. I’m talking about homo sapiens. And when the Industrial Revolution came along, it literally changed everything, and that’s another surprising thing for me, because when you’re in history class, AP US History or whatever, and you’re learning about the Industrial Revolution, I don’t think you really understand how much changed, and how not only our work changed but like almost every aspect of our lives and our personal relationships. But the biggest thing is that time became money.

Time did not equal money before the Industrial Revolution. In other words, your task, that what you made was what was worth something. It didn’t matter how long it took you.
another thing that shifted during the Industrial Revolution is, before that time, first of all, we didn’t work very much. Medieval serfs worked less than half a year. And it was because of this idea that, number one, most people were at some level entrepreneurs. Even serfs had a certain amount of land that they farm for themselves. They got done putting their two hours in for their lord, or whatever, and then they went home, and they took care of their stuff. You had all these women who had knitting businesses and quilting businesses, and they made textiles and all these other things. The Industrial Revolution just decimated the female business owner population.

[06:38]

But, also, it sort of disempowered a lot of workers. So, whereas, you would’ve had all these different workers with their own set of tools, when they moved into a factory, they no longer owned the tools, they no longer owned the product left. It became this very centralized industrial culture, and people, for the first time in like the early 20th century, more people lived in cities than they did in rural areas. Just like literally everything changed. And it happened so rapidly that people weren’t quite ready for how dramatic that change was.

Pete Mockaitis
Okay. So, that’s kind of where it began. So, it wasn’t the internet, it wasn’t the iPhone, it wasn’t Instagram. It was the Industrial Revolution. So, that’s handy to orient kind of what’s going on there. And so then, if your advice is…the title is “Do Nothing.” Is that what you suggest is the answer to our overwork, overdoing, underliving world? What do you mean by that and how is that an optimal answer kind of relative to our alternatives?

Celeste Headlee
Well, the point being that idleness is not laziness. In other words, a fisherman is busy while he’s idle. Same with most security guards, right? They’re working while they’re idle. Whereas, if you’re bike-riding, you’re actually quite active when you’re at leisure. Our ideas of these concepts of leisure, laziness, and idleness are really kind of screwed up, and partly because we have this sort of work addiction so we don’t really understand that idleness is required by the human body and the human mind.

The human mind just doesn’t persist. That’s not how it works. It pulses. It needs regular breaks, it needs rests, and in order to do its absolute best work, it needs short bursts of focused attention. And at this point, very few workers really get focused time when there’s no distractions. You walk through an office and you’ll see everybody with like 50 tabs open on their browser, and their email open, and their smartphone there, and their Fitbit, and their Slack going.

People don’t work without distraction, and yet that is the most fertile ground for the brain in terms of creative problem-solving and productivity. So, number one, we’re not as productive as we think we are. That’s a delusion. And, number two, you need downtime. That’s how you keep your brain working at its best.

Pete Mockaitis
Okay. So, I think I buy that in terms of that’s what would make for some great outcomes during the course of doing your work. And so then, when we talk about doing nothing, what does that look, sound, feel like in practice?

Celeste Headlee
First of all, I’d say try out boredom. Try to feel bored again. And in order to do that, you need to put away your smartphone. I am not the person that’s going to tell you to get rid of your technology. I think technology is fine. But I do think you have to put limits on how much you use it. So, every once in a while, put your smartphone away, go take a walk without your phone. Sit down on the couch and just sit there for a little while and see what comes to mind.

Every once in a while, I say, “Oh, my God, I have a porch,” or I remember my porch. Maybe I’ll go sit on it for a little while, and I just force myself to sit. And if you do that, frankly, you can’t do it for a really long period of time. Your brain just doesn’t like to be bored, and so things will come to you. You’ll start thinking about stuff. You’ll maybe remember that kit you bought to make your own, I don’t know, apple hard cider or whatever, “Oh, yeah, maybe I want to do that. Maybe I want to do work on playing the guitar,” or whatever it may be. But things will come to you, and you’ll remember things, and there’ll be new thoughts.

All the time that you’re idle or bored, your brain is still working. It’s working almost exactly as hard as it does when you’re trying to make it do productive work, right? So, when it’s idle though and not focused and directed, what it’s doing is like sifting through memory, sifting through information that you’ve taken in, thinking of things that you haven’t thought in quite some time, and it’s making new connections. It’s making surprising connections.

And so, you’re going to have, perhaps, thoughts you’ve never had before. That won’t happen if you’re always directing your mind to do something and produce something. You need to let it sort of sit back and kind of browse through the shelves.

Pete Mockaitis
Okay, understood. So, you’re saying it’s key that we have some time for this idle stuff as opposed to being go, go, go, go, go sort of constantly, and that’s counterproductive to our ends. Could you share some of the most striking, I guess, studies or data points or numbers that reinforce this for the workaholics who need a little bit more encouragement?

Celeste Headlee
Well, we have a lot of different case studies that prove this point, and one of the ones that I revisit a couple times in the book is Sahlgrenska Hospital. And one of the reasons I think it’s so striking is because we think of the medical profession as just requiring punishing hours. They have cots in their break rooms for a reason. And so, Sahlgrenska Hospital was having a huge productivity problem. Their staff was working incredibly hard, and yet the wait to get a surgery done was months long, and they were just completely overwhelmed, and they decided to experiment with cutting hours.

So, in this one orthopedic unit, they cut everybody’s hours down so they never worked longer than six hours at a time. Six hours at a time. I mean, think about that in a hospital. And they had all these funds set aside prepared to hire on a bunch more people to cover the gaps. But what they found was they didn’t have to hire anybody. In fact, productivity went up, the wait for surgery went down to just a few weeks. You could get in within two or three weeks. And they actually found they were not only getting more done in less time but the morale went straight through the roof. Why? Because they were actually getting rest.

Surprisingly enough, when the brain is rested and the body is rested, you make way fewer errors. And errors is wasted time, right?

Pete Mockaitis
I see, yeah.

Celeste Headlee
You’ve done work that has to be corrected.

Pete Mockaitis
Well, I guess that’s kind of a spooky thing if all the surgeons were making errors previously.

Celeste Headlee
I’m not trying to give you nightmares.

Pete Mockaitis
The United States error situation. Well, I buy that in terms of you make the errors which require fixing. Or even if it’s not an explicit, “Ooh, you did A when you should’ve done B,” I think about it sometimes like you just didn’t have the idea that would’ve been five times as fast as what you did instead. It’s like, “Oh, I could’ve done that.”

Celeste Headlee
Think about it this way, the way that we’re working right now where we’re either in burnout or on the edge of burnout. What’s happening neurologically is that you’re so stressed and overwhelmed that you’re in fight or flight. That means the part of your brain that is ruling your brain in making decisions is your amygdala. Now, your amygdala is the oldest evolutionary part of your brain. It is your monkey brain. And that is the one that you want if you’re being chased by a tiger. You want absolute pure instinct to take over. Like, you need that one to take the wheel when you’re in crisis, and then hand the wheel back because that is the toddler in the room.

Then you want the rest of your brain, especially your prefrontal cortex, which is right behind your forehead, that’s what you want generally making your decisions. That’s the part that thinks twice. That’s the part that considers. It’s mature. It’s your executive thinking capacity. But when you’re in burnout, it’s your amygdala all the time. You’re in fight or flight all the time, which, number one, means you’re stressed. Your cortisol levels are quite high. Your heart rate is usually elevated. And, again, you are making decisions based on fear. You’re not making decisions that are carefully considered. You’re making decisions instinctually, gut instinct, which means you’re making bad decisions.

You’re not just making bad decisions about what to do at any moment at a time, you’re making bad decisions about your priorities, you’re making bad decisions about what to eat, how much sleep you need. All the things that you need to do, you’re making bad decisions. And so, of course, it’s wasting your time, of course it’s not leading you to the kind of creativity and innovation most of us want. If we could just relax a little bit and create an environment in which your body and brain can do their best work, you will not lose productivity. In fact, you might find, just like the hospital did, your productivity will go up.

Pete Mockaitis
Well, you know, recently, we had Michael Hyatt on the show who told a similar story about free to focus and his executives, and they grew revenue, and they worked less, like 11 hours a week less. So, I mean, that’s a message that I love hearing because I would like to work less and achieve more, so it sounds very appealing. Do you have a sense for what is the sweet spot either on a weekly work-hour basis or a daily kind of on/off rest cycle basis? Like, what’s your hunch for productivity maximization? What’s the ballpark range of how much is too much versus not enough versus just about right?

Celeste Headlee
So, we do have a lot of these records. Some of the most productive people in history worked maybe four or five hours a day. They ran a study at the University of Illinois in which they followed…

Pete Mockaitis
I.L.L. That’s right.

Celeste Headlee
That’s right. Is it your alma mater?

Pete Mockaitis
It sure is.

Celeste Headlee
They followed, and this is a while ago, I want to say it was the 1970s. It could’ve been the ‘50s. In any case, they followed a whole bunch of scientists around for quite a length of time, and they found the least productive among them were the ones who worked more than 50 hours a week. The most productive were those who worked between 12 and 20 hours a week. Charles Darwin worked four hours a day. Charles Dickens worked four hours a day. Prionka Ray worked four hours a day. We happen to know, just based on anecdotal evidence, that the average person has maybe four hours of focused work in them on any given day.

Now, that said, obviously that’s an average. I had to figure it out for myself. And, anybody, I explain how to do that in the book, but you’re going to have to find out for yourself what is the amount of time that you can work before it starts becoming counterproductive. But if you think that it’s eight hours or, God forbid, 10 or 12, that’s wrong.

Pete Mockaitis
And that’s intriguing. I guess with the examples that you gave us, I think that makes a ton of sense in terms of like scientists. Like, those who need a breakthrough, or a great idea, or an innovation, then that totally adds up, “Hey, you need more idle time so your brain can do all those things you were describing that can lead you there.” And then, as opposed to when you’re in an Industrial Revolution type mode, it’s sort of like you don’t need to get a great idea, but you do need to, I don’t know, tighten a bolt or kind of whatever, stick this thing in that thing. Although, those jobs are fewer and fewer, and not ones that mostly is less some tasks.

Celeste Headlee
Fewer and fewer but also, remember this, Henry Ford didn’t shorten his work hours for his workers to eight hours because he wanted to be generous. He shortened those work hours because he found that if they started working more than that, they started making errors and screwing things up to the point where productivity went down. We have known, even going back to the 19th century, we have records of businesses that when they shortened work hours, actually saw productivity go up, and that’s partly because of accuracy, it’s partly because the brain and body just worked better and they’re more fluid, and they’re just better fit to get things done when they’re well-rested and they’ve had breaks. So, it’s not just the knowledge worker. It’s pretty much any worker, you need rest.

Pete Mockaitis
Cool. And so, with those four hours, are there some themes or patterns in that they are more so in the morning, recently after sleep, or are they kind of like all over the place based on people’s unique cycles and ways of working?

Celeste Headlee
Interesting enough, again, we’re talking about averages here. So, the average person is actually better first thing in the morning if it requires any kind of real thought, and that’s especially true of people who are not morning people. So, the more tired and groggy you are, actually the more innovative you are first thing in the morning, oddly enough. Again, these are averages. You have to figure this stuff out for yourself, which means you can’t read some article on the web that says, “Oh, successful people wake up at 4:30 a.m. and immediately do hot yoga,” or whatever it may be. You need to figure out for yourself what works best for you. On average, mornings are good.

But there’s wide variance in the end. Maybe you have the kind of home situation where your mornings are noisy and chaotic. That used to be my life, in which case mornings were very difficult for me, and I would do some of my best work in the afternoon. That’s not true anymore, and now I’m back to doing my best work in the mornings.

Pete Mockaitis
You know, it’s funny, when you mentioned chaotic mornings, I don’t know if you can hear the toddlers screaming.

Celeste Headlee
I can.

Pete Mockaitis
Oh, ahh, that’s good feedback about the microphone selection.

Celeste Headlee
I remember.

Pete Mockaitis
The door blocks a lot but not everything. Anyway, okay, so that’s handy there. And so then, I want to get your take, when it comes to sort of the rest, the rejuvenation, you mentioned, hey, just being bored and trying that on for size is good and cool and helpful. What are some of the other perspectives or best practices in terms of really making the most of your rest time?

Celeste Headlee
So, I think the first thing is that you need to stop multitasking because the human brain can’t multitask. You need to stop trying to multitask. You need to start learning, and it is a learning process, learning to do one thing at a time. That is the way the brain works best. And when I say one thing at a time, let me be totally clear. That having your email inbox open all the time is distracting to your brain. Your brain sees that as you try to multitask, because even if you’re not actively looking at the email inbox, your brain is preparing for a notification to come in, it is devoting energy to that.

The same is true as if your smartphone is visible. Your brain is then trying to multitask, preparing for an alert to come in. It does not make a distinction between a notification coming on your phone and somebody knocking at the door. Same thing for your brain, so you have to put it out of sight. And if you really want to make the best use of what you have, your big, meaty, homo sapiens brain, give it its best environment, meaning that let it do one thing at a time. You will be shocked when you do that, how much you can get done. Close out your extra tabs and focus. Say, “Right now, this is what I’m working on,” and work on that.

Pete Mockaitis
All right. Understood. Well, tell me, Celeste, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Celeste Headlee
The last thing I would mention is that you may not actually have a great handle on how you’re spending your time. Time perception is generally low. Time perception is the accuracy with which you know how your time is spent and it’s, in general, fairly low. So, the first thing I had to do was track my time. I had to like spend a couple weeks, every couple of hours I would go back and say, “Okay, here’s what I did for a couple hours.” And I realized I was spending time on stuff that I really didn’t want to spend that much time on it. So, when you feel overwhelmed and overworked, it may just be that you’re not fully aware of where your time is going.

Pete Mockaitis
All right. Thank you. Well, now, could you share with us a favorite quote, something you find inspiring?

Celeste Headlee
I think it really relates in terms of becoming very focused on any one thing, and it’s a quote from Nietzsche, which says, I want to make sure I get this correct, “Beware that, when fighting monsters, you yourself do not become a monster. For when you gaze long into the abyss, the abyss gazes also into you.” So, I like that because sometimes we become so obsessed and focused on something, we sort of think the ends justify the means, and you can become a monster.

Pete Mockaitis
Okay. Thank you. And how about a favorite study or experiment or bit of research?

Celeste Headlee
So, I’ll tell you about one of my favorites which is this one in which they were testing stress responses. And they got this group of young girls together and they’d made them do a very stressful thing. They made them solve math problems in front of an audience. And, not surprisingly, the cortisol levels of all these girls went through the roof. They were very stressed out. Cortisol is your stress hormone. And they divided them into four groups.

One of the groups had no contact from their mother after this was over. One of the groups, their mother was waiting for them backstage. Another of the groups got a phone call from their mother, and the last group got a text from their mom, right? So, not surprisingly, the group that had no contact whatsoever, their cortisol level stayed completely elevated, there was almost no change. They were very stressed out. The girls whose moms were waiting backstage, they saw massive drop in their stress, they started to relax. Both of those were unsurprising, right?

But here’s the thing. The girls who got a phone call from their moms, saw their cortisol levels, their stress dropped at almost the same amount as those who had their mother waiting backstage. The girls who got a text, no change. That text did nothing to their stress levels. So, when we’re saving time and we think that we’re checking off the box by sending the text to someone, as far as your brain and your emotions are concerned, it doesn’t do it. We don’t recognize that as authentic social contact.

Pete Mockaitis
Well, you know, it’s so…man, this is really hitting home because, just yesterday, it was my buddy Brent’s birthday, he listens to the show. Hey, Brent.

Celeste Headlee
Happy Birthday, Brent.

Pete Mockaitis
And I thought, “Oh, I should give him a call. But I’m hearing a thing, hearing a thing, hearing a thing, I don’t know.” And so, I texted him and didn’t call him, and I’m like, “I really should’ve called him.”

Celeste Headlee
Yeah, you should’ve called him. Sorry, Brent.

Pete Mockaitis
Well, Brent, know I was thinking about you, but it did nothing for your biochemistry when I sent you that text message, okay.

Celeste Headlee
Exactly. Correct.

Pete Mockaitis
All right. Thank you.

Celeste Headlee
Fascinating, right?

Pete Mockaitis
Humbled and corrected and learning. All right. How about a favorite book?

Celeste Headlee
A book I just finished reading not too long ago is called “The Paris Library,” and it’s a novel but it’s based on the true story of these librarians at the American library in Paris during the German occupation who hid away a lot of the books and made sure they were sending out books to all the soldiers. It’s just kind of like, I think the tagline is something like “Sometimes heroism comes from the quietest of places.” And it’s a war book in which there’s no violence, but there’s no lack of heroism because of that. I just really loved it.

Pete Mockaitis
Oh, cool. Thanks. And how about a favorite tool, something that helps you be awesome at your job?

Celeste Headlee
My favorite tool is my little GPS collar for my dog because when we’re walking in the woods and she’s not coming when I call her, I know exactly where she is, and I don’t have to worry.

Pete Mockaitis
Well, it is handy. Thank you.

Celeste Headlee
It is.

Pete Mockaitis
And how about a favorite habit, something that helps you stay awesome at your job?

Celeste Headlee
I make sure that I meditate every day. And I know it’s kind of like the gym, if you don’t go to the gym, you kind of feel icky. It’s the same thing for me for meditation, is that if I don’t do it, I can tell the difference, so I make sure that I do it usually in the morning.

Pete Mockaitis
Okay. And is there a particular nugget you share that really seems to connect and resonate with folks, they quote it back to you often?

Celeste Headlee
So, one of the things I’m always talking about is how human beings are a hive mind, and I write about this in this new book, that we do our best work in groups, not alone. And there’s tons of evidence that even the uneducated or ill-prepared group will outperform the most educated and experienced expert. So, one of the ways I explain this is I say, “There’s only two species that can take down a bison.” Have you ever seen a bison actually in person?

Pete Mockaitis
I think from a distance, like I’m in a train, so not up close.

Celeste Headlee
Yeah. So, a bison is a freaking impressive animal, right? These are like 2200 pounds of solid muscle. They can run more than 40 miles an hour. With their horns, they can pick up a truck. Like, this is an amazing beast, and not stupid. There’s only two species that can really take them down. They are, of course, wolves and humans. And what do wolves and humans have in common? They’re pack animals.

And this is just sort of a way of explaining how human beings have been so successful. It’s because we have to take down this incredible beast so we sit there and we have these communication skills that allow us to find out who’s the best on horseback, who has the best aim with a spear, who thinks geometrically and can peel one of them off of the herd, who’s the best at butchering an animal, who’s the strongest and is going to be able to get this thing onto the sled to get it back to the village. That’s what we’re able to accomplish with our advanced communication skills. And no expert is going to help you with some of these tasks that have helped us survived.

Pete Mockaitis
And, Celeste, if folks want to learn more or get in touch, where would you point them?

Celeste Headlee
Go to CelesteHeadlee.com, it’s where I gather all the info in one convenient place.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Celeste Headlee
Yes. Find at least 20 minutes a day when you don’t have your smartphone with you. Twenty minutes. You can do it. You can survive. As of 2007, before 2007, there was no iPhone. Like, it’s been very recent that we were able to survive without them. So, find 15 or 20 minutes, and you walk away and leave your smartphone.

Pete Mockaitis
All right. Celeste, thanks for this, and good luck in all your adventures.

Celeste Headlee
Thank you very much. I appreciate it.

553: How to Change Minds and Organizations with Jonah Berger

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Wharton professor Jonah Berger discusses the biggest obstacles to successful persuasion—and how to overcome them.

You’ll Learn:

  1. Why persuasive arguments don’t work—and what does
  2. A simple technique to win over stubborn naysayers
  3. How to introduce big changes with minimal resistance

About Jonah:

Jonah Berger is a marketing professor at the Wharton School at the University of Pennsylvania and internationally bestselling author of Contagious, Invisible Influence, and The Catalyst.

Dr. Berger is a world-renowned expert on change, word of mouth, influence, consumer behavior, and how products, ideas, and behaviors catch on. He has published over 50 articles in top‐tier academic journals, teaches Wharton’s highest rated online course, and popular outlets like The New York Times and Harvard Business Review often cover his work. He’s keynoted hundred of events, and often consults for organizations like Google, Apple, Nike, and the Gates Foundation.

Resources mentioned in the show:

Thank you Sponsors!

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Jonah Berger Interview Transcript

Pete Mockaitis
Jonah, thanks for joining us here on the How to be Awesome at Your Job podcast.

Jonah Berger
Thanks so much for having me.

Pete Mockaitis
Well, I’m really excited to dig into your wisdom. You’ve been on the list for a long time so it’s so good to have you here.

Jonah Berger
Oh, thanks. I appreciate that.

Pete Mockaitis
I’d love to just kick us off by so you’ve been doing a lot of research in influence and change. Can you maybe tell us what’s some of like the most common things that people want change that comes up again and again, it’s almost like trite for you by now?

Jonah Berger
I think everyone has something they want to change. Employees always seem to want to change their boss’ mind, leaders want to transform organizations, marketing and sales want to change the customer or the clients’ mind, startups want to change industries, nonprofits want to change the world. I think we all have something that we want to change. People talk about changing their spouse’s mind or their kids’ behavior, so I think these things come up again and again.

What I found most interesting is that we tend to take a particular approach that often doesn’t work. So, when we did some of our own research, for example, we asked people to write down, “What’s something you want to change? And what have you tried to do to change it?” Almost 100% of the time, 99% of the time, they write down some version of what I call pushing, and that is kind of adding more pressure, more reasons, more information.

If it’s the boss, “Oh, let me just send one more email.” If it’s the client, “Let me make one more phone call.” If it’s my spouse, “Let me just tell them one more time why I think what I’m suggesting is the right way to go.” And it’s clear why we think this is a good approach, right? In the physical world, if we want to move something, we push it, right? If you’re sitting in a room and there’s a chair, and you want the chair to go somewhere, you push the chair in the direction you want it to go.

But the problem with people is they aren’t physical objects. Unlike objects that move when we push them, when we push people, they push back. And so, the question, really, of this new book that I’ve been working on is, “Well, is there a different way? Is there a better way to change minds and organizations?”

Pete Mockaitis
Well, do tell, what is the better way?

Jonah Berger
Yeah, so I think there’s a need analogy to be made with chemistry. And so, in chemistry there’s sort of this special set of substances that make change happen faster and easier, they’re called catalysts, but they work in a very particular way. They don’t add temperature, they don’t add pressure, which is usually what things in chemistry do to change things, they remove the barriers to change. They basically make the same amount of change happen with less work.

And so, that’s really what I find quite interesting about the social world as well. Too often, we say, “What could I do to get someone to change?” rather than taking a very subtle but important shift, and saying, “Why hasn’t that person changed already? What’s preventing them? What are the barriers that are mitigating or hindering change,” that friction as you said, “and how can I remove those barriers?” And so, that’s what the book is really all about. It’s about finding those barriers, those things that are getting in the way and how to get rid of them.

Pete Mockaitis
Okay. Certainly. And so then, let’s hear in terms of frequent examples of resistance, friction, barriers, obstacles. What’s the kind of stuff that gets in the way for professionals looking to make a change at work, either in themselves, or with their boss, or colleague? What are some of those repeated obstacles?

Jonah Berger
Yeah. And I love to think about these obstacles as parking brakes. The reason why, when we get in our car, we often have this problem. We get in our car, we’re sitting on an incline, or whatever, we want to get it to go, we turn the key ignition, put our foot on the gas. If it doesn’t go, we think we need more gas. We, rarely though, until we think about it, end up checking that parking brake. So, sometimes it’s the parking brake that’s along the way. So, what are those parking brakes or obstacles?

And so, in the book I talk about five. I talk about reactance, endowment, distance, uncertainty, and corroborating evidence. Those, I found across my research, are some of the five most common benefits and they have the nice side benefit of when you put them in order, they actually spell a word, which is REDUCE.

Pete Mockaitis
It was no accident, Jonah, I’m sure.

Jonah Berger
Yeah, it was no accident. And, honestly, actually, if I could I’d change the order around. I’d end up with like the EURDC framework which doesn’t spell anything. So, it would just be confusing if we did it that way but I think it’s a nice way to organize that information, and that’s what catalysts do, right? They don’t push harder; they reduce those barriers. They figure out what those obstacles are and how to mitigate them.

Pete Mockaitis
Well, so let’s dig into each of them. Can you maybe define the five of them and then we’ll sort of dig into each one?

Jonah Berger
Yeah, let’s pick one to start. So, let’s say reactance, and I think this is something that everyone listening has experienced in one way, shape or form, whether it’s in their professional or personal life. And the idea here, very simply, is when we try to get people to do something, when we try to persuade, they push back.

A bunch of very nice research shows that people essentially have an ingrained anti-persuasion system, almost like an anti-missile defense system, or radar, that is going around, that says, “Hey, when I sense that someone is trying to convince me of something, someone’s trying to change my mind, my defense system goes up.”

Pete Mockaitis
Even if it’s for our good or it would be fun.

Jonah Berger
You’re exactly right, yeah. And I find this most funny with exactly what you said. Even if it’s something I already want to do, this happens a lot in our personal lives, right? Our spouse, for example, might say, “Well, I think we should do this,” and even if it’s something we already wanted to do, we have to stop ourselves from saying no because we want to feel like we made the choice.

And that’s exactly what reactance is about. We want to feel like we’re in control, we’re in the driver seat, and so if we don’t feel like we’re in control, or we don’t feel like we’re in the driver seat, we push back against that message. That radar goes up and we either avoid, or ignore something, or, even worse, we counterargue. And I think counterarguing is the worst because you don’t know when someone is counterarguing. Often, they’re sitting there, they’re listening to you but they’re not actually listening. They’re sitting there thinking about all the reasons why they don’t want to do what you suggested.

And so, in terms of how to solve this challenge, there are a few different ways but one I often like to talk about is to do something called providing a menu. And the notion, the intuition here is very simple. When we give people one thing that we’re recommending, they, as we just talked about, often sit there thinking about all the reasons why it’s a bad idea. So, if our spouse, for example, says, “Hey, why do you want to do this weekend?” And you say, “Oh, let’s go watch a movie.” They go, “Oh, but it’s such a nice day outside,” or, “Oh, we went to the movies last week,” or, “Oh,” whatever it is. They think about all the reasons why it’s a bad idea.

And so, what good consultants often do is they provide what’s called a menu, essentially multiple options rather than just one. And what that really cleverly does is that shifts the job of the listener. Let’s say a consultant is presenting a solution and they’re presenting it to a client. If they just present one option, the client sits there going, thinking about all the reasons why it won’t work, “It’ll be too expensive.” “It’ll be hard to implement.” “My staff won’t like it, blah, blah, blah, blah.” All the reasons why it won’t work.

If, instead, you present two options, at least two or three, maybe even a couple more, it shifts the role of the listener, because rather than thinking about all the reasons they don’t like what you’re suggesting, they’re instead sitting there thinking which of them they like the best. Which of these two options do they like the best? Which is going to lead them, not surprisingly, to be much more likely to pick one at the end of the day.

And so, I like calling it providing a menu because you’re not giving infinite choices, you’re giving a limited set, and you’re guiding that decision.

Pete Mockaitis
And it’s so funny because it takes so much work to go off the menu. I’m thinking, this is triggering all sorts of things. So, I’ve got a two-year old at home, and so sometimes he doesn’t want to put a shirt on after he wakes up, and so I was like, “Hey, do you want the blue one or the purple one.” And he says, “Purple.” Or I was at a hotel with a continental breakfast this weekend, and I just wasn’t thrilled with the options. So, I was hoping for those little egg things but they weren’t there. There’s about all carbs, no protein, but I had like six options. And so, I just sort of stood there displeased for like three minutes. The people are probably wondering what I was doing, I was like, “No, no, no,” and then I finally just said, “Okay, I guess I want to do this because I don’t want to truck it out in this snowy weather. I’ll eat what’s here.”

Jonah Berger
Yeah, but talking about kids, I mean, it’s the same idea. I have a young one at home myself and it’s the same thing. When you ask kids to do something, they go, “No.” “Put this away.” “No.” “Do you want to wear this?” “No.” They’re like so used to saying no, but if you give them two options, suddenly they got a chance to choose. And notice you’re not giving them 15 options. If you gave them 15 options, they wouldn’t make a choice. They’d feel overwhelmed, they’d go something else.

When you walk into a restaurant, so you go to a Chinese restaurant, they don’t say, “Okay, which of the 60 options of world cuisines would you like?” They say, no, “Here’s the small set of options that are available but you get to pick.” And I think that same thing is used for whether you’re trying to convince a client or whether you’re trying to convince a boss. If you want that boss to do something, don’t say, “Hey, boss, I think we should do this.” Say, “Hey, boss, I think these are two really great options for us. Which do you like better?” Now, the boss may not pick either, but because they felt like they’re in control, they’re more likely to pick one than they would’ve been otherwise.

Pete Mockaitis
And I think that’s particularly excellent when it’s sort of like the “Help me prioritize” conversation. Like, “You’ve made 40 requests of me and it’s, in fact, impossible for all of those things to happen within the timeline you’d like them to happen. So, what do you think of, on this list, is the most important?” And so, that goes across, I think, a lot better while on the receiving end of this than, “No, not going to do that,” or, “I can’t do that.” It’s like, “Well, what?” It’s like, “No, no, you pick which of these things?”

Jonah Berger
You pick, yeah. But, as you’re pointing out, and that’s actually another thing I talk about a little bit in this chapter, is what that does is it gets the boss to commit to the conclusion. When you make statements, if someone gets a sit, they’re going, “Okay, do I agree with that statement or not?” When you ask questions, suddenly, again, it shifts their role. They’re saying what they think is the most important. They’re saying which of the things you should prioritize. They’ve put a stake in the ground. And so, if you come back later and you do that thing, it’s hard for them to disagree.

Somebody was talking about this in the context of a startup they were working at where the boss wanted everyone to work the weekend. No one wants to work the weekend, right? So, instead, in the meeting, the boss said, “Okay, what kind of company do you want to be? Do you want to be a good company or a great company?” Now, we all know how everyone answers that question, they don’t say, “Oh, we want to be a good company.” They say, “We want to be a great company.” And after everyone says that, they put that stake in the ground, they’ve committed to the conclusion. Then the boss says, “Okay. Well, to be a great company, we got to put in some long hours.” But because people have committed to it, because you asked them a question rather than telling them what to do, they’re much more likely to do the work to reach that conclusion.

Pete Mockaitis
Okay. Lovely. So, then that covers the reactance, I guess, we automatically react to, “I don’t care to be persuaded but I do care to make some choices.” So, then how about the endowment?

Jonah Berger
Sure, yeah. I think endowment, the best way to talk about endowment is to share the common intuition we often have, which is we tend to become attached to things we’re already doing. So, unlike if you’re trying to get someone who’s never done something to do something, when you’re trying to get people to switch to go from one thing to something else, they’re not only about how much they value that new thing and how much they want to do it, but how reticent they are to give up the old one.

So, some research on home buying, for example, shows that the longer someone’s lived in a home, the more they value that place above market price. They’ve spent a long time in it, they have their memories attached to it, they’re unwilling to get rid of it. Same thing if you’re asking people to buy something. So, they do great research, for example, on what’s called the endowment effect, where the name of the chapter comes from, where they asked people, “Hey, imagine I give you this mug.” They’re checking out this mug, it can hold coffee or tea, “You like it, great. How much would you be willing to sell it for?”

And they asked another set of people, they say, “Hey, here’s this wonderful mug, it holds coffee and tea, etc. How much would you be willing to buy it from someone else for?” And those prices, those amounts should be exactly the same whether you’re buying that coffee mug or selling that coffee mug, the value of it should be the same. But people’s valuation of it changes based on whether they own it or not. If it’s your mug, if it’s yours, you’re less willing to let it go. You have two times, often, will have higher valuation than people that don’t have it already because it’s yours. Obviously, this is a problem because you’re not only asking people when you ask them to change to do something new, you’re asking them to give up something old that they probably value very highly.

Pete Mockaitis
Oh, that’s good. This also reminds me of the cognitive bias, the IKEA effect in terms of, “I poured my time into assembling this piece of furniture therefore, if I were to sell it, it needs to fetch a hefty rate because I’m invested into that.” And to others, “No, it’s just kind of a cheap piece of furniture. You’re not going to get a hefty rate. It’s not world-class craftsmanship or anything.” Okay, so there we go. That’s endowment, it’s there. What do we do with it?

Jonah Berger
Yeah, and so I think the thing there, I found, is that we have to make people realize that doing nothing isn’t costless. So, I think we have this notion that, “What I’m doing already is free.” The cost of doing a new thing, the switching cost, which hopefully we’ll get to in a couple minutes, but we think the existing thing is, in some sense, free, “It’s not going to cost me anything to keep doing the same thing I’m doing.” But that often isn’t the case. There often are costs to doing something that we don’t realize.

So, there’s a nice study, for example, that talks about which hurts people more, which causes more pain, a minor injury or a major one. And everybody, when they think about it, will go, “Oh, of course, a major injury causes more pain.” So, if I break my elbow, it’s going to hurt me a lot more than a sprain. A headache is not going to hurt as much as a heart attack, for example. But what people don’t realize is when something really bad happens, we often take measures to fix that bad thing.

Something that’s terrible, when we break our arm, for example, we’re not just going to sit around. We’re going to go to the hospital, we’re going to get it set, we’re going to get it fixed. Whereas, for a minor sprain, we often don’t fix it. And so, we often don’t address those things and they end up causing more pain over the lifespan overall because they don’t go above our threshold.

And so, the challenge, that is for change agents, is make people realize it’s not costless, that doing what you’ve done before isn’t costless. There’s a great person from IT that I talk about, I talked to in the book, they did a version of what I call burning the ships. So, there’s this old famous story where an explorer wants to get his men to travel inland to do this dangerous thing in Mexico, they don’t want to go. So, what he does, he takes the old option off the table. He basically says, “Look, if the ships are still around, they can still go home so I’m going to burn the ships. Once the ships are gone, once the status quo has disappeared, they’ve got to go with me. They’ve got to change and do the new thing.”

And so, that may seem really drastic, burning the ships, but this IT guy did a version of it. He was trying to get everyone to upgrade, so upgrade to a new software version.

Pete Mockaitis
Oh, you’ve got to. Those hackers are after you.

Jonah Berger
Oh, they do, right?

Pete Mockaitis
They’re after you.

Jonah Berger
Yeah, you’re still using Windows 7, or whatever it is, it’s dangerous for the network.

Pete Mockaitis
Can’t have that.

Jonah Berger
Or someone’s on that old version of their PC they don’t want to get rid of because they’ve got that status quo bias, it’s theirs. And so, what he did was interesting. So, rather than saying, “Hey, let me tell you how great the new thing is,” he surfaced the costs of inaction. He made people realize more that doing nothing isn’t free. He sent out this note to people who weren’t upgrading to a new system, so he sent out this note, he said, “Look, you don’t have to upgrade. But just so you know, we can’t support the old system anymore. It’s dangerous to the network. It takes too much time. You can keep using it but, after a certain point, if you have a problem, we’re not going to fix it.”

He didn’t say, “Hey, look, you have to switch,” but he didn’t allow that costs of inaction to remain dormant. He really surfaced it. He allowed people to see it. And so, in some sense, he didn’t take the old option off the table, he didn’t throw their PC out the window, he didn’t truly burn the ships. He just made people realize that sticking with those old way of doing things might be more costly than they might think, which encouraged them to be more willing to do something new.

Pete Mockaitis
You know, I really dig that, and I’ve recently applied that in terms of there’s all these little tasks that, you know, I’m big on outsourcing and I think I’ve gotten pretty good at it. But there are some like three-minute tasks that’s just like, “Ahh, it’s probably a lot of effort to train folks on how to do that so I’ll just keep doing that.” But then when I really hunker down, it’s like, “Okay, so what is this going to amount to over the next five years of doing these three minutes?” And I think about all those hours, and it’s like, “Okay, well, that’s a few vacation days, so maybe it’s worth taking an hour to share, ‘Hey, this is how you make invoices,’” or whatever the thing may be so that I can get that going, as you show that the cost of doing nothing is significant.

Jonah Berger
Yeah. And I love that example that you shared because the cost is significant over time but it’s not initially. Like, you’re sitting there, going, “But it’s only three minutes.” But, as you said, three minutes over time adds up to vacation days. But there’s always an initial cost of action. To train that person requires a couple hours, and if the cost seems bigger than the immediate benefit, we don’t do it. And so, really encouraging people to say, “Look, over time, that sprain, that elbow sprain is going to hurt a lot. You might want to go see a doctor and get it fixed.” Really adding it up over time forces people to realize that it’s not actually costless.

Pete Mockaitis
I dig it. Well, let’s keep it going. Tell us about distance. Tell us about distance, Jonah.

Jonah Berger
Sure. So, distance is the notion that if we ask for too much, if we ask for something or even give people information, it’s too far from where they are at the moment, they tend to ignore us or they tend to sort of push back against what we’re suggesting. And so, this might sound a little bit like reactance, but in reactance we’re really trying to persuade someone, even if we just give people information, sometimes they don’t listen.

And so, a great domain to think about this is politics.

Jonah Berger
It’s the new reality show, it’s called America – What’s Happening in Politics. But people don’t get along with the other side, and many people have talked about filter bubbles, and you get access to biased information, and all these different things. But one solution is, “Hey, if we just learned about the other side, if we just connected with people on the other side, then we’d be more moderate, we’d come around.”

And so, sociologists from Duke actually tested this, they said, “Look, I’m going to take people on Twitter, I’m going to pay them a little bit of money to follow a bot for a month, and that bot is going to be on the opposite side of the political spectrum as them.” It’s exactly what all the commentators and pundits have said, “Look, if we just reach across the aisle, just talk to a couple Republicans, if you’re a Democrat, vice versa if you’re a Republican, that’ll make everybody more moderate.” They said, “Look, if we just give people information, we’re not trying to convince anyone, just give them information about what the other side thinks, hopefully, that’ll make them more moderate.”

And you can think about this in a variety of other contexts as well, right? If I just give that boss more information about what I want, if I give the client more information, they should listen. And the hope was simply that information about the other side would move people to the middle but that’s not, unfortunately, what he found. It wasn’t that it moved people to the middle, and it wasn’t even that it had no effect. Giving people information about what the other side thought actually pushed them in the opposite direction. It backfired.

Pete Mockaitis
It’s like, “Those jerks,” villainized them more for how wrong they are.

Jonah Berger
In some sense, right, they made Republicans become more conservative, and the Liberals move in the opposite direction as well. And, essentially, why? It was too far from where people are at the moment. Research shows that we have a sort of a latitude acceptance or zone of acceptance around our beliefs or our attitudes. Sure, we believe a certain thing, but we’re willing to move a few yards in another direction.

Think about a football field, right, we move five or ten yards in one direction, maybe five or ten in another, but we won’t go completely on the other side of the field because on the other side of the field is that region of rejection. It’s that set of opinions, or information, or beliefs that we are unwilling even to consider. We’re unwilling to pay attention to them, and this is sort of ideas of the confirmation bias. And even when we do pay attention to them, we discount it or we don’t believe it because it’s too far from where we are.

And so, the question really is, “How can we shrink that distance, make it not seem so far away from where people are at the moment?”

Pete Mockaitis
Well, okay, so let’s get an example here. Boy, what’s something that people can really…hey, how about abortion, right? There is some distance. So, one side could say, “Hey, this is a human life and you’re murdering it or him or her, that’s not cool.” And the other side would say, “No, you’re enslaving women. You’re trying to bring them back to the dark ages in which they’re subservient to men. This is unjust.” Okay, so we got a whole lot of distance. I’m throwing you in the deep end, Jonah.

Jonah Berger
You are.

Pete Mockaitis
If one side or the other is trying to gain some ground, how might we present things to have less distance?

Jonah Berger
Yeah, so I’m going to cheat here. I’m going to take an easy out at the beginning and then we’ll work our way back around abortion.

Pete Mockaitis
Oh, sure.

Jonah Berger
So, I would say a first place to start is to do what I call asking for less. And so, I think an easy way to think about this is a doctor that I was talking to. So, often, when we want people to change, we ask for too much. The information is too far away. In the abortion case, for example, we want someone to go from pro-choice to pro-life right away. We want people to switch sides, one to the other right away. We want big change to happen right away.

And the doctor was actually dealing with something similar. She had this truck driver she was working with that was morbidly obese, so he was like 100 pounds or more overweight, part of the reason why, he was drinking three liters of Mountain Dew a day.

Pete Mockaitis
Oh, man.

Jonah Berger
He was drinking in that truck hub all day long. He’d buy Mountain Dew.

Pete Mockaitis
Got to stay awake.

Jonah Berger
Yeah, got to stay awake, got to have something to drink, so he was drinking three liters of Mountain Dew. And so, what’s our knee-jerk reaction in that situation?

Pete Mockaitis
“That’s disgusting. You have to stop that now.”

Jonah Berger
Yeah, “Don’t drink anymore Mountain Dew,” right? If we want someone to exercise, “You exercise every day.” We want someone to switch from one side of the field to the other, which is great for us but it’s probably not going to work for them. If you’re talking to a guy that’s drinking three liters of Mountain Dew a day, telling him to quit cold turkey is probably going to fail.

And so, she tried something else instead. Rather than asking him to quit cold turkey, she said, “Hey, you’re drinking three liters of Mountain Dew a day. You can keep drinking some Mountain Dew, but drink two instead of three, and take one of those empty bottles and fill it up with water.” He grumbled, he didn’t want to do it obviously, he wasn’t interested in moving at all, but he was willing to try. He lost a little weight. He came back next time. She said, “Okay, great. Now you’re at two, move to one.” Came back a few months later, had made it to one, then she said, “Great.” Eventually moved to zero.

And by using this sort of step-wise function, not asking for all at once, but asking for less and then asking for more, she was able to get him to change. And so, asking for less isn’t about saying, “Hey, I’m only going to ask for less,” it’s about starting with less and then asking for more. Moving people five yards down the field, and then moving them another five yards.

If you talk to product designers, they often call this something like stepping stones. If you’re introducing a new version of a product or a new version of a service, I, a few years ago, was working with Facebook to introduce a new hardware project, and they were dealing with exactly this. They’re saying, “Okay, we’re going to introduce something. It’s very different from what people are used to. How can we introduce this new thing? If it’s too different, they’re going to say no, they don’t want to do it.”

And so, what we ended up doing instead is rather than going for the full thing right away, asking people to move to a completely new thing, let’s pick something that’s just a little bit from where they are currently, introduce that version. Then, once people have gotten used to it, move to the next version, and move to the next one. And so, in some sense, it’s almost like called stepping stones because it’s like a river. When you ask someone to change, it’s like a big river, they don’t want to cross from one side to the other, “It’s to far. I’m going to get wet. I don’t want to do it.”

So, instead, you say, “Okay, well, just jump to this little stone, and then jump to this next stone, then jump to this next stone. And you jump a few times and you’re across to the other side.” And so, rather than asking for too much right away, start by asking for less, chunk that change and then ask for more.

Pete Mockaitis
Well, that’s handy. And so then, in the challenging example I threw your way with abortion, it might be just a matter of a stepping stone might be not so much changing your view but just accepting that the other side is not evil and trying to commit these atrocities against women or tiny babies, but rather that they are mistaken or they have a different perspective, and that’s some distance that you’ve reduced. You’re still quite a distance away but it’s something.

Jonah Berger
Yeah. There’s a great Heineken ad that does something exactly like what you’re suggesting where they take the people that completely disagree and they have them have a conversation. So, they take, for example, a feminist and someone who hates feminism. They take someone who hates transgender people and someone who is a transgender, and so on, people that really disagree. And what they do is they have them essentially build a bar. They get together, they go through a variety of activities, they build a bar, and at the end, they showed them a video of the other person, and the other person saying all the things that they believe.

So, the feminist says, “Oh, women are important,” and the feminist hater says, “Oh, women’s job is at the home,” and they see what the other person is, and then they say, “Okay, now that you know who this person is, do you still want to be friends with them?” And I think what that does, it’s slightly different than asking for less. What it does is it switches the field. Rather than starting with something like abortion where two sides are dug in on opposite sides of the field and they’re unlikely to agree and move, it switches the field to a dimension where they’re more similar in the first place.

Pete Mockaitis
We both like drinking beer.

Jonah Berger
We both like drinking beer, right? We both hang out. We both care about our families. We both care about America being a great country. Or in an organizational context, right? Sure, you might not want to do what I want but we both want the company to succeed. I think a good way to think about it, imagine you’re sitting in front of graph paper. You can draw that field on the X-axis, there’s one end zone, there’s another end zone, you can make the tick marks along the way. But at the 50-yard line, you draw a vertical line, there’s a Y-axis which is another dimension where you might actually have a lot in common, that even if you’re on different ends of the X-axis, you’re actually at the same point on the Y-axis, you’re exactly in the middle.

And so, by switching that field by starting with common ground, starting with something we have in common, a place where we don’t disagree, and using that to then eventually build around to that place where there’s more disagreement, we’re going to be more successful because now you humanized the person. You’re not just, “Oh, this faceless person who believes something I don’t believe. We have a little bit in common. We both care about our families. We realize we have emotional connections to the things we love. I’m going to see you more as a human. You’re going to see me more as a human. And then we’re more likely to be persuaded at the end of the day.”

Pete Mockaitis
Okay. Well, I’m digging it. So, Jonah, let’s just keep it going. Uncertainty, lay it on.

Jonah Berger
So, we talked a little bit about switching costs before, but just to make that really concrete, if I’m asking an organization to change company culture, there’s some costs to doing that. There’s an incentive structure that was, and now there’s a new one. When I ask a customer to buy a new project, they have to spend money or time or energy to install that new thing or get that new thing. And those are costs that often prevent change from happening. The old thing seems cheap, the new thing seems costly.

But the other problem with new things is that they have more uncertainty associated with them. Think about a new phone, for example. Not only do you have to pay more money to get that new phone. But when do you have to pay the cost and when do you get the benefit? The costs are up front, pay the money for that phone. Now, I have to go to AT&T and Verizon and switch my thing, and do this, and do that, and get all my information switched over. So, the costs are now and the benefits are later. Yes, it might be faster and lighter and have a better camera but I’m not going to get those until later, and those benefits are also uncertain.

Sure, this new way of doing company culture might be better, sure, this new project you’re suggesting might make us more money, but I don’t know if it’s going to. And if I don’t know, why am I going to be willing to switch? And that’s what I call the cost-benefit timing gap. Costs are certain and they’re upfront. Benefits are uncertain and they’re later, and people don’t like uncertainty. Think about the last time you were wondering if you’re going to be late for a meeting, for example. So, your flight is late or you’re stuck in a car in traffic, and you’re worried about missing this meeting. You’re so anxious you don’t know what you’re going to do. You feel terrible. You hate this concern about missing the meeting.

What’s interesting is the worst thing that can happen is missing the meeting. And so, if you know that you’re going to miss that meeting, you should feel what? You should feel worse because that’s the worst thing that can happen. But often, notice what happens, we figure out we’re going to miss that meeting, and then what ends up happening?

Pete Mockaitis
You’re relieved.

Jonah Berger
You actually feel good. Relief. You feel better.

Pete Mockaitis
It’s like, “Okay, what am I going to do now? I’ll communicate something to somebody and make it up somehow.”

Jonah Berger
Yeah, now that I know, I’m going to solve it. And so, in some sense, it’s not just missing the meeting that’s bad, it’s that uncertainly. And so, in a product context, in a sales context, in organizational context, uncertainty often leads us to hit the pause button. We don’t know whether the new thing is going to be better or worse. And given we don’t know, it’s safest to do nothing, which is great for the status quo, which is great for what we’re doing already, but it’s terrible for new things. And so, to really then get people to overcome that uncertainty, that anxiety, we have to make it easier for them to experience the value of that new thing.

Pete Mockaitis
I’m with you. And I think this connects so much in terms of I’m thinking about how people try to sell me something, and it’s just like, “All I really need to know is that it’s really going to do the thing that you say it’s going to do. And so, maybe you can alleviate that with a demo or…” usually I want hard data that they can never give me in terms of, “Oh, you have a marketing service. Well, can you tell me the cost per acquired customer for a population of people who are selling something very similar to what I’m selling?” Like, “No, we can’t.”

So, anyways, maybe I’m jumping the gun. I think, “Hey, demos, data,” but you tell me, what are the best ways to address and reduce uncertainty?

Jonah Berger
Yeah, demos and data are close. And so, I think I love to start with an idea that many of us may have heard of before, and that is the notion of freemium. So, take a company like Dropbox, which many of your listeners are probably familiar with, a storage place for files and so on. When Dropbox came out, they had a great technology, but the challenge is people were scared of it. They didn’t know whether it would be better than what they’d done already. They were used to doing things a particular way. “Where is that cloud? Where are my files going to be? If I’ve worked hours on this Word document, I don’t want to lose it.” And so, they were unwilling to make the change.

And so, Dropbox could’ve done advertising, they could’ve bought Google search words, but what they did instead is they gave it away for free. And you might be sitting there going, “What do you mean? Give it away for free?” Any kid who’s ever run a lemonade stand, to the most seasoned business executive, knows that giving away something for free is not a way to build a business, yet Dropbox has built a billion-dollar business giving away things for free. How did they do that?

And so, what they did is they didn’t give away everything for free. They gave away a version for free and then created a premium version and encouraged people to upgrade to it. So, in Dropbox’s case, for example, they gave away 2GB, or something like that, of storage for free. They said, “Look, sure there’s switching costs, you have your files on your computer, it’s going to take time and effort to upload them, but let’s at least try to mitigate that monetary costs by making the upfront costs free.” So, you can put files on Dropbox until you get to 2GB. Once you get to 2GB though, you’re faced with a choice, “Do I upgrade to premium version or not? Do I want more space, more features or not?”

And what’s really nice about something like freemium is rather than Dropbox telling you how great it is, just like that marketing service that you were talking to, of course they’re going to say it’s great. No marketing service is going to say, “Oh, yeah, you know, well, we’re not so great.” So, you can’t really believe them. But in Dropbox’s case, you have to believe because you’re the one who’s been using it. You’re the one that’s uploaded all your files to it. And so, when they come around and they say, “Hey, can you throw us a couple bucks to get more space,” you say, “Well, I know it’s good. I’ve resolved that uncertainty myself. I’ve convinced myself.”

And so, there are dozens, if not hundreds of other businesses that have leveraged this notion of freemium, creating a free version of a product or service, and then encouraging people to upgrade to the premium. If you think about Pandora, there’s an ad-free version. If you think about Skype, there’s a premium version. Think about LinkedIn, there’s a premium version. And so, what all these things have done is they’ve lowered that upfront costs to allow people to experience whether something is good or not, and then if they like it, they encourage you to upgrade to the premium. So, you have to figure out the right way to leverage freemium, I think that’s at least one idea to lower that barrier of trial and reduce uncertainty.

Pete Mockaitis
You know, that does make a lot of sense to me. And anyway, I guess, you can give people a taste of things, like whether you make a good sketch, or a model, or a prototype, or a 3D world so they can put on the headset and see, “Oh, that’s what you mean,” so that uncertainty diminishes as it becomes more real and a part of something that they’ve experienced.

Jonah Berger
Yeah. I mean, think about test drives, for example. So, I often talk about freemium with clients of mine, and I’ll talk to somebody who’s an online software as a service company, they say, “Great. Freemium. I got it. Let’s do it.” But then I’ll talk to somebody that sells offline goods. So, maybe they’re a fleet management company, or maybe they’re a doctor, or maybe they’re a hospital and they say, “Freemium is great, but if I’m selling a physical thing, I can’t do freemium.” The idea of freemium though is a lot larger than freemium. The idea is, just as you said, “How can I make it easier for people to experience the offering?”

So, think about something like test drives for cars. There’s a not a free in a freemium. You get to test drive a car. It doesn’t make the price of the car any cheaper. The amount of money that’s going to cost to buy that Acura is still the same. All the test drive does, it allows you to figure out whether the value of it is actually worth paying the money. It allows you to experience some sense of what it’s like even though it’s not freemium.

And so, what that chapter talks all about is, “How can we lower the upfront costs by using things like test drives, or freemium, or other ways? How can we lower the backend costs, making things reversible?” Free returns, in the case of online buying. Lawyers often say, “Hey, we only get paid if you win,” so, again, reducing that uncertainty that it’s going to work, or even things like drive and discovery where you bring the trial to people so they experience it themselves even if they don’t think they’re interested, bringing it to them and allowing them to see how good it is.

Pete Mockaitis
Yeah, that’s cool.

So, Jonah, if you could maybe give us an example that brings this all together, or maybe just even a few of the elements together in terms of there’s a professional, they’re looking to make a change, and they astutely utilized multiple levers in their appeal and made magic happen. Can you lay one on us?

Jonah Berger
There are many examples in the book that touch on individual aspects of this. I think, since we’re talking about uncertainty, I’ll just give one more about uncertainty specifically that I think is a fun one, and this is what I put under the sort of drive discovery bucket.

And that is sometimes people don’t know that they like what you’re offering. So, sometimes you’re trying to get them to do something but they don’t know you exist or they don’t think they like you, they’re going to be unwilling to change. So, if your boss, for example, has never heard of a certain thing, or you’re a challenger brand in the space, a client doesn’t know you exist, they’re going to be unlikely to change their mind, and so, I think this can be a great way to solve the problem.

There was this guy, his name was Jacek, he’s Polish, he works for Santander Bank, and, essentially, he wants to get his boss to buy into customer service or the customer experience. So, in the United States, we know all about surprise and delight. We have our best customers, we surprise them, we greet them by name. You check into our hotel; we give you your own pillow. You call customer service; we know it’s you. But it hasn’t been applied in banking as much and hadn’t made its way to Europe.

And so, Jacek would sit there going, “Look, this could be great in banking. Customers like us but they don’t love us. I’m sure we’re smiling at them when they walk in the door but we need to build that deeper connection. And so, he tells his boss, “Look, we got to do this,” and his boss says, “Ahh, no, thanks.” He says, “Look, boss, all these people are doing it.” And the boss says, “No, look, we’re banking. We’re not hotels, we’re not online retailers. People in banking care only about the rates.” So, Jacek brings a consultant, they make presentations after presentations, his boss still isn’t convinced.

So, he’s sitting there, going, “Okay, I can’t push my boss. If I tell my boss what to do, he’s not going to listen.” And so, he’s like, “Well, how can I help my boss experience the value of what I’m offering? How can I put him in the situation and the management team in the situation of what I’m trying to get them to do?” And so, he ends up doing slightly different. Rather than having another meeting where he talks about the value of customer experience, he instead collects a bunch of information from his boss and the management team. So, he finds out their birthday, their anniversary, how many days they’ve been with the company, when they’re going on trips, and so on.

And then what he does over the next couple months is he celebrates these things. So, if someone’s anniversary, he sends them a nice note. If it’s their two years of working with the company, they get a wonderful card signed by everyone saying how great it is that they’ve been with the organization. Someone goes hiking, somebody knits them a hat. Someone’s child gets in a car accident, they raise them money. And so, all these things are basically putting the management team in the shoes of what it’s like to be part of a customer experience initiative.

Then the next time they have a meeting, Jacek is sort of tentative to bring it up, but he says, “Hey, what do you guys think?” And nobody says, “Hey, I don’t think it’ll work,” because they’ve all experienced it. They all know what it’s like to be cared about as a customer because they’ve been sitting through it. And that’s an example of what I put under uncertainty of drive and discovery. Rather than forcing people to come to you and take that test drive, how can you bring the test drive to them? How can you put them in a situation of what you want them to do so they experience the value themselves and they can’t help but say yes because they’ve seen it for themselves and they’re the best ones to judge whether they’re going to like something or not?

Pete Mockaitis
Oh, I like that a lot. Thank you. So, I assume that they accepted his proposal after all of that.

Jonah Berger
Oh, yeah.

Pete Mockaitis
There you go.

Jonah Berger
You know, it’s funny they not only accepted his proposal, they’ve promoted him to be director of customer experience for a large number of banks, and it has lived on not only in that location but a number of others. He’s really helped bring that approach to a whole industry that hadn’t seen it before.

Pete Mockaitis
Oh, that’s awesome. Well, Jonah, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Jonah Berger
I think that’s it. We covered many of the barriers in the book. I think, to me, the main takeaway in the book is really start to notice those roadblocks, those obstacles, figure out how to mitigate them, and then those five are at least a place to start for some of them.

Pete Mockaitis
All right. Well, now could you share with us a favorite quote, something you find inspiring?

Jonah Berger
“Do what you love and love what you do.” And I found it quite motivating to remember both that you want to love what you’re doing, but also sometimes it takes a little bit of work, and you’ve got to be willing to put that work in to love whatever it is that you’re doing.

Pete Mockaitis
And could you share a favorite study or experiment or bit of research?

Jonah Berger
I’ll tell you an example of a recent favorite. They looked at the visual similarity between paintings to figure out how novel and how influential certain paintings are, and to figure out how correlated those are with the value of painting.

So, they do things like looking at what someone paints, what style they paint, and how similar or different it is from prior folks, to look at what drives value. And so, a lot of the research I’m doing at the moment is really natural language, or image processing, pulling behavioral insight from textual image-based data. And I thought this study was just amazing.

Pete Mockaitis
Huh. And so, they found something, I imagine, or otherwise it wouldn’t be…

Jonah Berger
They did, yeah. They’re looking at sort of how novelty or similarity is related to value. We actually did something similar in songs. We looked at how similar songs are to their genres, to how similar a given song is to other songs. In that genre, we found that songs that are more atypical that sing about things that are more differentiated from their genre are more successful. So, country songs, not surprisingly, sing a lot about girls and cars, but country songs that sing about different themes than usual end up being higher on the Billboard Charts.

Pete Mockaitis
And how about a favorite book?

Jonah Berger
Oh, it would be a copout to say The Catalyst which is my new one, so I’ll say a different favorite book, which is a book called A Matter of Taste. It’s all about baby names and how we can use baby names to understand culture. It’s an amazing, not only a fun read, but just an interesting lens on the world itself.

Pete Mockaitis
And how about a favorite tool, something you use to be awesome at your job?

Jonah Berger
I would just say research. It’s a broad Swiss Army knife of a tool. But I would say no particular technology, just research in general, being curious about the world and trying to quantify it.

Pete Mockaitis
And how about a favorite habit, something you do that helps you to be awesome at your job?

Jonah Berger
God, I think, scheduling is so important. You talked to this a little bit earlier about sort of outsourcing things. To me, it’s really about finding time for the big stuff, making sure that you know when something is a pebble and a boulder, not only doing the pebbles first because they’re easy, but making sure you make time for the big things, otherwise they’ll never get done.

Pete Mockaitis
And is there a particular nugget you share that really seems to connect and resonate with folks; they repeat it back to you often?

Jonah Berger
I can’t say that that’s true. I would hope that something from one of the books, whether it’s word of mouth, only 7% of it is online, or hopefully some day soon, one thing from the book The Catalyst.

Pete Mockaitis
And if folks want to learn more or get in touch, where would you point them?

Jonah Berger
So, a great place to find me online is my website, just JonahBerger.com. I’m also on LinkedIn and on Twitter @j1berger.

Pete Mockaitis
And do you have a final challenge or call to action for folks looking to be awesome at their jobs?

Jonah Berger
Yeah, I think if I’ve learned anything from this new book, it’s that we are almost oblivious to these barriers. We’re blind to these obstacles. And so, I think my challenge would be to figure out why something hasn’t changed. Whatever it is you want to change, whether it’s a person, whether it’s an organization, whatever it might be, start looking for those obstacles. Don’t be blind to the barriers. Start to see them. And if not, ask about them, and use that to drive change. If you don’t understand why change is happening or not, if you can’t find the root, it’s going to be really hard to change minds in action.

Pete Mockaitis
Well, Jonah, this has been lots of fun. I wish you a bunch of luck with The Catalyst and all your adventures.

Jonah Berger
Thanks so much.