This Podcast Will Help You Flourish At Work

Each week, I grill thought-leaders and results-getters to discover specific, actionable insights that boost work performance.

976: How (and When) to Freely Speak Your Mind with Elaine Lin Hering

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Elaine Lin Hering discusses why to stop censoring yourself at work—and how to strategically do that.

You’ll Learn

  1. The massive costs of keeping quiet
  2. The fundamental question that helps you speak up wisely 
  3. The subtle ways we silence others—and how to stop 

About Elaine

Elaine Lin Hering works with organizations and individuals to build skills in communication, collaboration, and conflict management. She has worked on six continents and facilitated executive education at Harvard, Dartmouth, Tufts, UC Berkeley, and UCLA. She is the former Advanced Training Director for the Harvard Mediation Program and lecturer at Harvard Law School. She is the author of the USA Today Bestselling book Unlearning Silence: How to Speak Your Mind, Unleash Talent, and Live More Fully. 

Resources Mentioned

Elaine Lin Hering Interview Transcript

Pete Mockaitis
Elaine, welcome.

Elaine Lin Hering
Thanks so much for having me.

Pete Mockaitis
Well, I’m glad that you’re breaking the silence here on How to be Awesome at Your Job. I’m excited to dig into this wisdom.

Elaine Lin Hering
We have all the secrets ready to go.

Pete Mockaitis
All of them.

Elaine Lin Hering
Oh, no, let me rewind. Some of them, let’s reset expectations accordingly.

Pete Mockaitis
Okay. Some of the secrets. Well, how about you kick us off with one of the secrets, a particularly surprising or counterintuitive or extra fascinating discovery you’ve made while putting together Unlearning Silence.

Elaine Lin Hering
Well, I think that Unlearning Silence actually is the discovery because so often, at work, the advice given us, and that maybe we’ve given to other people, is just speak up.

Pete Mockaitis
Just.

Elaine Lin Hering
Speak up. Just speak up. Speak up more clearly. You need more courage. You need more confidence. You need to be more direct. You need to be less direct. You need to smile more. You need to smile less. The list goes on. And I gave out that advice as someone in leadership development for more than a decade, where I received it.

And I found it wholly unsatisfying, because “Just speak up fails” to consider all the reasons that we don’t speak up, that continue on, things that we’ve learned, which I term the silence we’ve learned, and the ways that other people continue to silence us. So, to me, the insight is, instead of telling people just speak up, we actually need to solve for silence on our teams and in our orgs.

Pete Mockaitis
Yeah. Well, that sounds important. Elaine, could you unpack exactly how important and why? Like, what’s really at stake here if we masterfully unlearn silence?

Elaine Lin Hering
Yeah, if you haven’t come across it already, Google a Time Magazine article on how self-silencing is killing us, it’s focused on women, but basically health is at stake, lives are at stake, which sounds really radical and like too far out there. But if we are not getting our needs met in basic respect, in being able to communicate the things that we think are important, or the insights we have, there’s the value proposition from a work perspective, like less employee engagement, like quiet quitting.

But it also, the messages we internalize about the parts of ourselves that we need to censor, or that we need to leave at home when we go to work, really leads to loneliness and social isolation, as well as internalized messages of self-doubt. So, this whole conversation about imposter syndrome, the “Go fix yourself” is some version of imposter syndrome. And, to me, we’re asking the wrong question.

So, silence is when we’ve learned where and when it is welcome for us to share what we really think, which parts of us are allowed or acceptable, appreciated at work or not, and therefore what parts of ourselves we need to leave out of the equation. And what’s tricky is so many managers at the same time are saying, “Tell me what you really think. We need new innovative ideas.” And you can’t have innovation, and you can’t actually have real collaboration, if people feel silenced, and also many of us learned silence along the way of “bite my tongue,” “you want to be easy to work with.” Be a good team player, so often translates into don’t rock the boat. And so, to me, health is at stake, collaboration is at stake, business impact is at stake, engagement, wellbeing at work and in work life is at stake.

Pete Mockaitis
Okay, a whole lot.

Elaine Lin Hering
That’s a lot of doom and gloom right there.

Pete Mockaitis
I hear you. And so, for the health, just to review the mechanism, it’s sort of like if we are doing a lot of the silencing, then we are not having as close of relationships, and we’re feeling lonely, and then we’re missing out on the healthy stress-buffering goodness associated with the relationships, and then that leads to potentially our early demise. Is that kind of like the biochemical pathway we’re looking at?

Elaine Lin Hering
Biochemical pathway in addition to if you feel like you need to edit out parts of yourself, then your nervous system is on chronic high alert. Our nervous system is useful in being on high alert. But high alert is not supposed to be normed. It’s not supposed to be every day. So, cortisol levels, stress, all becomes internalized, and that ends up leaking out in physical manifestation in hives, in hair loss, in loss of sleep, weight gain, etc. in addition to this epidemic of loneliness, of thinking, “It’s just me.” That’s the biochemical addition there.

Pete Mockaitis
Certainly. Well, it’s intriguing how it sounds like a utopia to just, “Hey, bring your whole self to work, Elaine. Just share.”

Elaine Lin Hering
Oh, it’s such BS.

Pete Mockaitis
“You do you. Just let it roll, and say what’s on your mind anytime.” That feels comfy, that feels free, and yet, in like most utopias, the reality is not so rosy, like meetings would go on forever, you’d say, “Wow, there are a lot of really weird things unfolding, and that was inappropriate, and that was offensive, and my feelings are hurt.”

And so, it’s really a tricky one in terms of my sense is, and you tell me, Elaine, is that we’d be better off if we were less silent and more courageous in putting forward more than we are now, generally speaking. Is that fair to say?

Elaine Lin Hering
So, I’m trained as a lawyer, so let me be as explicit as I can. Unlearning silence does not mean saying everything, everywhere, all the time to everyone. The world is far too noisy and complex for it. So, your point about utopia, we still live in reality. So, chapter three of my book is when silence makes sense. There are some instances where it does not make sense for me to share what I think because I’ve seen what happens to people who really say what they think. Or, I don’t have it in me. I don’t have the bandwidth today.

You don’t know what’s really going on. You don’t know who I’m caretaking at home, the sandwich generation, I’ve got kids, I’ve got parents, and you want to debate me on that strategic direction that’s really going to change in three months anyways. I might just sit there quietly because you know what, it’s all going to change anyways.

So, to me, though, the difference between silence that is additive or strategic, or is damaging and the health impacts that we’re talking about is agency, “Am I choosing, when I stay silent, how much I disclose? Or, do I feel like staying silent is the only option?” And there are a bunch of traps that our brains fall into, like not being able to distinguish between our current manager and current work situation, and our last manager and last work situation.

We all have baggage that we walk into a relationship with of, “If my first manager shot me a look or told me that my work product was crap, I am likely to be more tentative going forward in pushing back.” I have that datapoint that says, “Oh, that didn’t go so well. So, how do I avoid negative consequences now?” And so, our brains also trick us into forgetting what is present versus past, over-indexing on short-term costs.

Like, if I give feedback to my manager right now, I have to go have the conversation, I have to feel the sweat in my palms and my heart palpitations, I don’t have time for that. Versus if I don’t say something now, what happens three months, six months from now? So, we over-index on the short-term costs versus the long-term impact.

And, frankly, when it comes to group dynamics, why should I have to take the hit? Because if I say something, I may or may not benefit, but I do have to deal with the cost and the potential cost of the blowback in the moment, versus the policy change benefits everyone who comes after me, maybe, if it comes to fruition. So, that voice silence trade-off is one that our brains calculate all the time, often poorly, and most certainly subconsciously. And my argument is let’s just bring that calculation into the conscious so that we show up more intentionally rather than living on autopilot.

Pete Mockaitis
Yeah, it feels like there is a lot of complexity and consideration, ins, outs, what-have-yous, to deal with here when we’re navigating this. So, Elaine, help us, are there some key guiding lights, principles to simplify this?

Elaine Lin Hering
Yeah. When it comes to silencing ourselves, there is this notion that researchers call the “illusory truth effect.” And what that means is, if I have beef, I’m frustrated with one of my colleagues, I’d probably go to talk with another colleague about it, probably go home and talk with whoever I live with about it, might even tell my manager about it. And in repeating that narrative, our brains start to think, “Oh, I’ve actually talked with the actual person about it,” when we haven’t.

So, when we think about silence, there’s just a check of, “Have I actually had the conversation with the person who is concerned by or with whom this issue is of concern?” rather than our brains tricking us into thinking, “Yeah, I’ve had the conversation,” when, really, I’ve had the conversation with everyone else in my life except for that person.

Pete Mockaitis
Yeah, that’s a good tip. We may very well fall for that.

Elaine Lin Hering
We may fall for that. Another concept, mitigated speech. You can look at pilot training for this, but, essentially, we as human beings don’t tend to be as clear as we think we are. So, for example, particularly across lines of power and power dynamics, your boss says, “This is what we’re going to do,” and you’re thinking, “That is never going to work. I know that we don’t have the resources for it. We don’t have the budget for it. We don’t have the right skills that’s in place.”

And you might say something like, “Do you really think that’s a good idea?” to which, if you take that question on face value, they could say, “Yeah, of course,” and then end of conversation, and you’re like, “Oh, my boss totally doesn’t get it.” Notice the gap between what you actually said externally versus what you’re thinking, “It’s a horrible idea. It’s not going to work,” to “Do you really think it’s a good idea?”

And so, there’s a whole range of directness that we could leverage to say, “I have concerns about that direction. Here are some of the concerns,” or, “Here’s what I’ve observed of other teams who have gone down that path.” All of those things are more clear in actually communicating, “This is a horrible idea,” than, “Do you really think that’s a good idea?” or, “Have we thought this one through?” And so often we mitigate our speech without actually noticing that we’re doing it. So that’s another way that we silence ourselves or dull the impact and the clarity of our message.

The third idea that I probably should have started with is, fundamentally, do you believe you have a voice? Because so often in the workplace it’s, “I don’t have a voice. I’m a cog in a wheel. I play this project management role. That’s what I get paid to do. And so, my job is to literally channel the thoughts of whoever my leader is, whoever is giving me direction, or that the company has decided the voice of the brand.”

And, over time, it makes us a really good worker, but it dulls our sense of whether I have agency to think for myself. So, that very quick check of, “Do I believe I have a voice? And if not, why?” Notice that. And the reason I’m saying I should have started with that is double loop learning. So, this idea that if you want a result to change, you don’t just look at the behavior. You actually have to go back one more loop to look at the mindset that drives the behavior that then drives the result.

So, if your mindset is, “I don’t have a voice. I don’t have agency,” it changes how you show up at work, versus, “I have unique value-add thoughts of my own,” leads to different behaviors, which leads to different results.

Pete Mockaitis
Absolutely. Well, Elaine, help us unravel this. Let’s say we’re saying, “Okay, there are times when I don’t feel like I have a voice, what do I do about it?”

Elaine Lin Hering
I’m taking a deep breath there because there are so much of it really depends on the context. I don’t know who your manager is, I don’t know what the stakes are, I don’t know if you’re on a work visa here, and so the stakes are all different. The thing I would do is to start with the distinction of, “Do you know what your voice is?” versus how you use it. So, let’s break it down there.

If you are wondering whether you have a voice or what your voice sounds like, because you’ve just been so focused on doing whatever you think your manager would want, or your mother would want, or whoever role model of how you think you should show up would want, I would start by asking two questions. In a meeting, listening to this podcast, engaging with any sort of content, be asking, “What do I think?” not “What does my manager think?” not “What does my brother think?” not “What does my mother think?” but, “What do I think?” And what that does over time is remind you that you actually have unique thoughts of your own.

Second question is, “What do I need?” Because so often silencing is also suppression of our needs, our desires, our wants. And so, “What do I think? What do I need?” reminds you that you actually are an autonomous individual with needs, goals, hopes, concerns of your own. In negotiation theory, we would call those interests. So, that would be my advice on rediscovering or finding your voice. And then begs the question of, “How might you use it? And when might you use it?” which is the more situationally dependent one.

Pete Mockaitis
Yeah, I love it. It’s so simple, and yet so easy to just fly right past it.

Elaine Lin Hering
Because we’re on autopilot. Yeah, and we’re moving to the next thing and the next thing, and this is how we’re used to operating, and also the advice given us is, “Well, just speak up. You need to have more courage.” So, we’re down this rabbit hole of trying to figure out how to be more courageous versus, to me, speaking up and using your voice is actually a matter of calculation, “Does it make sense? Is it worth it for me to speak up, which the way that other people interact or react to me profoundly matters and impacts whether I want to share what I think and what I feel?”

Pete Mockaitis
It does. And what I find interesting is that question, “What do I think?” can sometimes take a little bit of time to really develop. Because sometimes, “What do I think?” it’s like, “I don’t actually know what I think yet. I don’t have thoughts yet. I just have feelings. I feel a general sense of unease and trepidation about those things you just said, and I don’t even know why yet.”

Elaine Lin Hering
Yeah. And, by the way, based on your identities, feelings may not be appropriate for you to have at work. So then comes the suppression of, “Let me not even engage with that sense. Let me just do what the group or the dominant norm seems to want to do here because it’s far easier and not necessarily a better outcome in the short or the long term.”

Pete Mockaitis
Yeah. And then I guess, as you sit with it longer, in terms of, “What do I think?” if we only have a feeling, you got to dig into that a little bit. And sometimes it can just be like, “Oh, this kind of reminds me of another situation I had that went poorly. So let me examine to what extent is this really similar versus was there some surface level similarity that’s really not applicable to this that I could just be like, ‘Oh, okay. Well, this is a totally different manager, different situation, different project, different client. So, okay, that’s probably not a thing I need to worry about.’” As opposed to, “Well, no, these similarities really do surface that there is some extra risk here, or there are some difficult things I’m not so sure we’ve all thought through that probably need thinking through before we barrel down this path.”

Elaine Lin Hering
Yes. And, by the way, there’s no time, or it feels like there’s no time at work, because we’re already behind schedule, we’re already behind the eight ball. I love what you said about sometimes it takes some time to even realize what you think because that is a difference in processing style and wiring that most modern corporate workplaces do not account for.

So, what I mean by that is, in organizations, particularly corporate America, it seems like there is one particular style of communication that is held up as effective leadership. It often sounds like three succinct bullet points with no ums, just the right amount of emotion to show that you care, but not too much emotion that you lose credibility, particularly if you present as female.

And so, those of us who are post-processors, and I’ll define that in a minute, are at a distinct disadvantage because we’re not as “quick on our feet.” So, two major styles of processing: real-time processing, where the more we talk it out in the moment, the more clear the idea gets; and post-processors, who are the type of, you know, if you’ve ever been in a meeting, you can’t quite figure out what to say, about 20 minutes after the meeting, you’re like, “That’s what I wanted to say.” Welcome to being a post-processor.

And that, to me, is just a difference in wiring, whereas, many workplaces consider that a weakness, “You need to be quicker on your feet. You need to be able to do the rebuttal. You need to be able to input your insight and expertise now or you’ve missed your shot.” And I want to believe that communication is not a Hamilton musical where you’ve got to shoot your shot, and if you don’t, then life has moved on.

Pete Mockaitis
In rap format, which makes it…

Elaine Lin Hering
Yeah, and wearing really cool clothes.

Pete Mockaitis
Certainly.

Elaine Lin Hering
So much as we could actually design to account for those differences in wiring and that time to figure out what we think. So, in a meeting, for example, you still have your meeting, so the real-time processors can have their conversation. And at the end of the meeting you say, “All right, it seems like this is where we’re headed, but everybody sleep on it. As you post-process, share whatever comes up in your post-processing in a Reply-All on this email thread, or put it in Slack.”

You’re doing a couple things there. One, you’re normalizing that we’re all wired differently, and if we really want to hear the best ideas, not just the loudest or the fastest ideas, then we need to design the way that we communicate to leverage those different styles rather than penalize.

Pete Mockaitis
That’s good. It also makes me think about how it is even more so a fine idea to share slides or notes or documents or whatever in advance of the meeting so folks already had a chance to ponder, “What do I think about this? What do I need with regard to this?”

All right. So, within the complexity of “Do I speak up or do I stay silent?” could we summarize what are some…because in a way there’s this whole emotional element too, in terms of there may be a rational, optimal thing to do. But I might not even be seeing that clearly because I’m scared of what’s going on.

So maybe, first at the rational level, can you give us the pro speaking up indicators and then the con? “No, maybe stay silent” indicators in terms of what seemed to have the most impact, the biggest punch, and come up the most often as a consideration we should be working through?

Elaine Lin Hering
In terms of the pros, is it worth it to you? Is it worth it to you? Meaning, you care enough about the issue, the stakes seem high enough, “Can you live with yourself?” is probably the anchor I go back to. Can you live with yourself if you don’t say something? And if the answer is I can’t, then that would be pro-say something.

The don’t say something is you’re not yet sure what you think, you don’t have bandwidth, and you are unwilling or unable to stomach the costs of speaking up. Oftentimes, the greatest fear is like, “If I say something, if I give feedback, I’m going to get fired.” And there are some people who say, “Well, that’s a really extreme example. Who gets fired for giving feedback?” And for many of us, we know that it does actually happen. Sometimes it’s not overnight, although I spoke to someone yesterday who was let go for giving her boss feedback.

It doesn’t happen overnight, but do you stop getting the invites to the meetings? Do you stop getting the juicy projects at work? There are real costs, which is what makes it complex, but that takes me back to, “Can you live with yourself if you don’t say something? How much does it really matter to you?” The other way I’d answer the question, and you can decide what you want to keep, Pete, is in Chapter 3 of the book.

The questions that we tend to ask are, “What are the costs of speaking up?” and our brains tend to over-index on the costs, real and perceived, meaning, “If I say something, I’m going to get fired. Maybe that’s what happened at my last job, but that’s actually not the cultural environment that I’m in right now at this current job. So, what are the costs of speaking up?”

And our brains focus on the benefits of staying silent, like, “I don’t have to deal with it right now,” and we tend to assume that, “If I don’t have to deal with it, I haven’t heard about it, maybe it’ll fix itself. Maybe it’s going away.” Spoilers. Doesn’t usually. And so, that begs the third question of, “In light of the costs and benefits, what makes sense for me?” And this is why I really struggle with doing a hard line of, you must speak up in these contexts and don’t speak up in these contexts because I’m not you.

I don’t know what you’re carrying. I don’t know what you’re healing from. I don’t know what you are holding for your family or households. I don’t know what the stakes are for you. And that point, to me, takes us back to agency, of you getting to decide is the difference between silence that is strategic or that, frankly, is oppressive or is damaging.

The place that you’ll notice we didn’t explore, there are, “What are the costs of staying silent? And what are the benefits of using your voice?” And so, I would be looking in those four arenas, rather than focusing just on the costs of speaking up and the benefits of staying silent, also adding to your analysis, “Well, what’s it cost me if I don’t speak up? And what are the potential benefits, even if they’re not guaranteed, of speaking up?”

Pete Mockaitis
Yeah, that’s good. And what’s intriguing with the fear and the notion of over-indexing on the short-term, like, “Oh, this is going to be really uncomfortable,” it can be fascinating how sometimes, if you’re the only one speaking up and providing the contrary opinion, it does happen that folks are annoyed that you spoke, “Hey, you want to get out of this meeting earlier? We were almost all wrapped up. We had close to consensus, and then you just had to throw this thing in here. So that’s kind of annoying.”

And so, it does feel like you lose a little bit of street cred or social capital or whatever in so doing that. And yet, at the same time, it is so case by case, there are some leaders who will just be absolutely delighted, like, “Here, at last, is someone who’s giving me a perspective I’m not hearing elsewhere, things I need to be worried about, making sure I’m not blindsided, giving me a heads up. This one has high potential and a bright future.”

And so, it’s interesting that those, I don’t know if we know what proportion of managers fall into what camp, that’s sort of hard to know, but if you know it, Elaine, drop some stats on us. But I think that might be an example of something we might undervalue or under-index for as we’re assessing this stuff, is you might discover that you have the potential to be differentiated as a super valuable person that your manager loves, loves, loves, and trusts you, and wants to run more and more things by you because they’re not getting that perspective elsewhere.

Elaine Lin Hering
Yeah, because you’re not just plus one-ing everything else. You actually have a value-add because you’re offering a different perspective. I actually want to do one better because I don’t want to get us to the point where we’re at the end of the meeting and then you have to be contrarian. That cost is too high emotionally, socially, the social threat of speaking up.

So, what I tend to coach leaders to do is instead of leaders…leaders in a very, very well-intentioned way, saying things like, “What do you think?” or don’t even ask the question. It’s, just leaders assume, because they would do it.

Pete Mockaitis
“Sounds like we all love this idea.”

Elaine Lin Hering
Yeah, if you have something to say, you’re going to say it, versus using standard questions, “What about this works? What about this doesn’t work? What are the pros? What are the cons? What about this resonates? What concerns do you have?” If those are the questions that we, as a team, use to evaluate an idea, I don’t need someone to muster up the courage to offer a contrarian view or play devil’s advocate because it’s baked into how we’re doing the work, how we’re having the conversation, and it’s just the next agenda item, “Okay, we’ve talked about the pros. What are the cons?”

And that takes the pressure off of everyone, rather than, “Okay, Pete, muster up the courage now, take the risk.” We’re lowering the barriers to engaging in conversation and engaging by adding your perspective.

Pete Mockaitis
Yes, that sounds like a wise best practice, to just go ahead and do that, when discussing decisions and options and considerations. Any other top do’s and don’ts you’d put forward?

Elaine Lin Hering
Oh, so many. So many. Let me start with the leader. So, we as human beings tend to assume that people, other people are wired like us. It’s just human nature. So, unless we stop and intentionally realize, “Oh, there are some people who are post-processors. Well, I’m a real-time processor? Okay, then what do I do about it?”

The first reason I articulate in the book that leaders end up silencing the people they lead, the people that they genuinely want to thrive and want to unleash their talent, is that they fundamentally underestimate how hard it can be for someone to speak up. If your voice has always been welcome, if your ideas have always been well received, you forget that other people could have different life experiences, and this is just a cognitive awareness of, “Oh, it could be hard for someone not because they’re weak or deficient, but because they’re different than I am.”

And so, the “don’t” is don’t assume everyone is like you. The “do” is figure out what makes it easiest for people to share their thoughts and feelings. Some people are typers. Some people are talkers. Some people communicate best real-time. Some people it is asynchronous. Some people are morning people, evening people. Can you understand what makes it easier for someone to communicate so you, as a a colleague, lower the barriers to people telling you what you really think?

Pete Mockaitis
Yeah, that’s great. What else?

Elaine Lin Hering
I’m like, I could just go down the table of contents.

Pete Mockaitis
I’m down.

Elaine Lin Hering
You’re game.

Pete Mockaitis
Yeah, let’s hear it.

Elaine Lin Hering
Okay. So let me do one more on leaders as a pet peeve, and then I’ll go from the how to speak up perspective. One of the most subtle things that we end up doing that silences other people is, when they finally take the risk to share what we think, what they think, we change the topic, and it’s really subtle, but we change the topic from their concern to my reaction to the situation.

So, example. They come and say, “Hey, Pete, I don’t think we’re going to hit the deadline.” And your reaction is, “What the hell? Why didn’t you tell me about this earlier?” It seems like we’re talking about the same thing, the deadline and our inability to hit it, but you’ve actually changed the topic to your own reaction or the process of why they didn’t tell you earlier versus focusing on, “Why do you think we’re not going to hit the deadline?”

In that moment, it’s a subtle shift of topic, but it actually signals to the other person, “Oof, they didn’t really want to hear me. We’re not going to address the thing that I finally mustered up the courage or taken the risk to share.” So, watching out for whether you are staying on the person’s original topic rather than changing the topic in the moment is one way of maintaining the open lines of communication.

Pete Mockaitis
That’s really good. This reminds me of land-lording.

Elaine Lin Hering
Oh, no, that’s a whole ball of wax.

Pete Mockaitis
A tenant will tell you that something’s wrong and like your first reaction is like you’re mad, like, “What? How long has this been going on? What’s the problem? Why are you doing this?” And I’ve learned though, I had another friend who had a rental property, and she had this horrific rat situation brewing for months.

And so, she actually did ask politely, “Okay, so how long is this going on? Okay. So, why didn’t you mention that earlier?” They said, “Oh, we didn’t want to burden you or inconvenience you or whatever.” And so, I just sort of installed in my internal habit that, just no matter what you’re feeling, you say, “Thanks for letting me know.” Because I do, I want them to let me know early when there’s one or two rats, before there are dozens of rats or whatever the issue is, whether it’s a physical property or like an intellectual, algorithmic thing we’re doing in a white-collar environment. I want to know, so thank you for letting me know.

Elaine Lin Hering
Yes, and have you been explicit with your team or your renters about your hope and expectation? Or, is that an unspoken norm because that’s how you would prefer the world to work, that’s what you would do? Have we made the rules explicit? Meaning, tell me early, tell me often, come to me right away when there’s one or two rats or even when you see some rat poop. Let’s be really explicit versus the “I didn’t want to burden you. We thought we could fix it by just putting out some traps. You’re so busy.”

There are a thousand reasons why people don’t say things, and from a really well-intentioned perspective, but have we also communicated to them how we would prefer, what we’re inviting in from them, what the operating norms are, and making those explicit rather than implicit, and then getting frustrated when they get violated.

Okay, from a speaking-up perspective. You can find your voice by asking those questions, “What do I think? What do I need?” But then there’s this question of using your voice. And using requires action, and action can feel vulnerable. So, in order to see whether it really is my voice or whether it is worth it to me to say something, I’m going to have to take actions over time to experiment.

And so, I’m a big fan of small experiments. If you’re someone who tends to overthink, spiral and overanalyze, you can get out of that over-analysis by trying something, and I would recommend a low-risk environment. Meaning, if you are just starting to practice the muscle of giving feedback, you wouldn’t necessarily go to your boss right away and tell them everything that you think is wrong with them. Maybe it’s when you are at a coffee shop and the barista gets your order wrong. Do you say something in the moment?

And maybe you don’t really care if it was iced coffee or hot coffee, and maybe you really do, but say that you don’t. That’s actually a great time to practice because, if they don’t respond well, if they’re too busy to change the order, whatever it is, you don’t really care. So, practicing on strangers is a great way to build that muscle of sharing your thoughts.

Another context would be with a group of friends, and this whole debate of, “Okay, what are we going to have for dinner?” Do you practice having an opinion, expressing an opinion at a time that you don’t really care? So, “Hey, what about Thai? What about Thai food?” And they’re like, “No, I really feel like burritos.”

You’re like, “Okay.” But you at least get that datapoint that says, “I expressed a point of view, an opinion, and the world didn’t fall apart,” which, for many of us who hesitate to speak up, to use our voice, we don’t have that dataset that says, “I expressed an opinion, and it was okay. I have that dataset that is glaring in my head of, ‘I said something, and I got cut out of that team.’”

Or, that relationship never recovered. Or, “Maybe I’ve never tried, because in my family of origin, it was whatever dad says goes and no one ever challenged that. I never tested that out.” So, trying things out with strangers where you don’t really care about the relationship or it’s not a long-term relationship, trying it out where the stakes are low of things you don’t really care about, to get different data points that tell you, “It’s okay to express an opinion. It might actually be helpful.”

Pete Mockaitis
And what’s so interesting is as you do that, I think you go really just determine, discern some patterns associated with what kinds of things do I find difficult to say. Just yesterday, I noticed I needed someone to spot me in the gym for a bench-press situation, and I was so nervous to ask someone, which I thought, “This is a fairly normal request. Most of the time I don’t hear it, but it’s not a freakish thing.”

And then it’s really true, but my mom mentioned in a conversation like, “Well, Pete, you really do hate putting people out.” I was like, “I really, really do. You’re right, mom.” And it’s like I’ve seen this real time. And, at the same time, and so I did, I did, I asked for a spot. I was pleased with the bench performance, if anyone’s wondering, and it’s really cool to be able to practice in that environment.

And even if I got a disgusted response, “I have a lot of work I need to do here, and I have to be out of the gym in six minutes. Absolutely not.” Like, that’s the worst it could possibly go. And that’s fine, and I have grown those muscles as a result of having gone there.

Elaine Lin Hering
Yeah. I also want to be really explicit that the framing of “This is what I’m trying on” is important. Because if you’re just trying it on, it’s like trying on clothes before you’re going to buy them, “Does this fit? Does this not fit?” And it may fit in that instance of, “Oh, yeah, that was fine. It was part of the normal course of being at the gym, and I’m still alive.” And you may say, “You know what? I did that.” And it doesn’t feel like me. It doesn’t feel right to me. Great. Try something else.” But the point of an experiment is not to get to a specific outcome. The point of an experiment is to learn something. So, this stance of, “What might I learn in testing a hypothesis I have, in expressing an opinion, in trying something on?”

Pete Mockaitis
Lovely. Well, Elaine, tell me, anything else you really want to make sure to mention before we hear about some of your favorite things?

Elaine Lin Hering
I’ll say one last thing, which is, oftentimes, when we are thinking about expressing our points of view, we’re waiting for other people to give us permission, and that is a trap that I find many people falling into, which is why I’m naming it here. You think about school systems and you have to ask to go to the bathroom. At work, you have to submit for time off to take the PTO that is rightfully yours, and so there’s a lot of baked in “I’ve got to ask for permission.”

And in what ways might we be waiting for others to give us permission when we could give ourselves permission to experiment, to share an opinion, to try something on? That is, I’m always looking for, “What can I do, unilaterally, because if I’m waiting for the other people in my life to start showing up in a different way, I’m probably waiting for a really long time? But if I can do something differently myself, then I might be able to get to a different outcome faster.”

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

Elaine Lin Hering
Oh, babble hypothesis of leadership. So, number one in a six-person meeting, two people end up doing 60% of the talking. And more interesting, that leads to the babble hypothesis of leadership, is that people code frequency or quantity of verbal contribution as a sign of leadership or high leadership potential. It has nothing to do with the quality of the contribution, so much as, “How much are you talking?”

And so, the babble hypothesis of leadership, to me, is something for us to guard against, that just because someone’s talking a lot, actually listen for the substance, and that if we want to have healthy workplaces, we need to create space for different models of leadership. This one dominant norm that’s very chatty but maybe, at times, lacking in substance has gotten us to where we are, and the question is “Where are we going from here?”

Pete Mockaitis
All right. And could you share a favorite book?

Elaine Lin Hering
I’ll do recency bias. The one in front of me right now is Micro Activism by Omkari Williams, “How to Make a Difference in the World Without A Bullhorn.”

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

Elaine Lin Hering
Turning off email, 5:00 p.m., no longer load work email onto my phone, because there’s got to be some semblance of sanity.

Pete Mockaitis
Okay. And a favorite habit?

Elaine Lin Hering
Leaving my phone. Apparently, I have a complicated relationship with my phone. Leaving my phone in a different room when I sleep.

Pete Mockaitis
Okay. And is there a key nugget you share that’s really resonating with folks that they quote yourself back to you often?

Elaine Lin Hering
“In what ways are you silencing yourself to preserve the comfort of other people?”

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

Elaine Lin Hering
ElaineLinHering.com.

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

Elaine Lin Hering
Try something. Try something. The ruminating, the overthinking, the spiraling, you can get out of that by trying something. Because by trying something, you will learn something. So instead of waiting for the next perfect step, start by taking a step.

Pete Mockaitis
All right. Elaine, this has been enriching. I wish you many optimized silences and un-silences.

Elaine Lin Hering
Thanks, Pete. To a life lived fully to you.

975: Elevating Leadership through Radical Humility with Urs Koenig

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Urs Koenig reveals how to level up your leadership through the five shifts of radical humility.

You’ll Learn

  1. Why leaders win more when they’re humble
  2. Two tricks to getting better quality feedback
  3. How to make any tough conversation less intimidating 

About Urs

Urs is a former United Nations military peacekeeper and NATO military peacekeeping commander, a highly accomplished ultraendurance champion, a widely published professor, bestselling author, and a seasoned executive coach and keynote speaker with more than three decades of experience helping hundreds of leaders and dozens of executive teams unlock new levels of achievement across four continents.  

He is the founder of the Radical Humility Leadership Institute and speaks frequently on the topic of leadership to corporations and associations across the globe. His message of Radical Humility in leadership has inspired teams from across the spectrum, including Amazon, Starbucks, the Society of Human Resource Management, Vistage, the University of Melbourne, and Microsoft. 

He holds a PhD in geography and a Master of Science from the University of Zürich, Switzerland, and an MBA from the Australian Graduate School of Management.  

Urs is the loving father of two teenage boys who make commanding soldiers look easy. He lives in Seattle, Washington. 

Resources Mentioned

Thank You, Sponsors!

Urs Koenig Interview Transcript

Pete Mockaitis
Urs, welcome to How to be Awesome at Your Job.

Urs Koenig
Thanks, Pete, for having me. Looking forward to the conversation.

Pete Mockaitis
Oh, me too. Me too. I was a Model United Nations student in high school and college. So basically, we’re the same.

Urs Koenig
So, how’s that, Pete? Tell me more about that.

Pete Mockaitis
No, no, there’s no danger zones. We just sort of dressed up in Western business attire, as we called it, and argued over our resolutions and who was going to put their hands on the keyboard and go to the printer. But I want to hear you share with us a riveting tale from your work as a UN peacekeeper that kind of shaped some of your thinking on leadership?

Urs Koenig
Well, two things, actually. I went back to the military after having been out for 22 years. And so, went back to serve as a peacekeeper, left the business, left my kids to volunteer to make a difference. On the second day of reporting to my peacekeeping command, I dropped my flak jacket. And the sergeant, 25 years my junior and well below my rank, is chewing me out for dropping my flak jacket. And I’m here to be of service to make a difference, and this young punk is chewing me out.

So, it takes all the…and that’s the title of my book, all the humility I possibly can master, not to make a snarky comment, but I picked up the vest and I say nothing at all. But it was one of the first lessons in humility I would have to learn over the next nine months as a peacekeeper. Just a small one, but there were plenty more later on.

Pete Mockaitis
Well, I’m curious, Urs, did that gesture of humility have some positive impact on that relationship or did you just never bump into him again?

Urs Koenig
No, no, oh, no, I had to work with him later on, for sure, and he ended up being a nice guy. He was just posturing on the second day. But actually, so if I may, Pete, what then happened was I deployed into the peacekeeping mission and I opened my book with that story. We were escorted to a school play, end-of-year school play, and escorted to the front as part of the peacekeeping force, and I sat down and we were treated to a reenactment of the Kosovo War.

These are kindergartners, first and second graders, massacring their fellow students on the floor, shooting and shouting them, all with a roaring applause, to parents, teachers, and other students. And so, that was another lesson in humility. I thought I understood the conflict. I understood what’s going on. But when I sat there, I’m like, “You know what? I really still don’t get it.”

When you think you get it in a conflict zone, something happens, comes out of left field, like the school play, and you go, “You know what? I still am a student here and I need to ask bigger questions.” So that was another lesson in humility that I learned through the peacekeeping work.

Pete Mockaitis
Well, yeah, I can imagine you being in that scene, watching that unfold, and just kind of scratching my head, like, “What is going on here? And what does this mean?” And tell us, Urs, what was your takeaway from having witnessed that?

Urs Koenig
Well, you know what, my takeaway was asking bigger and harder questions, “So, is it our role as peacekeepers to not just build peace in their cities, but also in their hearts? What stories do these kids need to be taught at home and at school so that this nation can actually transform into a peaceful nation?” And so, the more I learned, the less I understood, it seems, but the quality of my questions improved, and like that’s no small feat. So that was a real takeaway.

The same in the Middle East a couple of years later. The quality of your questions improved but you’re always a student. You constantly need to learn because being in a conflict zone like that it’s just a humbling experience in itself.

Pete Mockaitis
All right. Well, Urs, you put together some of your insights into a handy book, Radical Humility: Be a Badass Leader, and a Good Human. Can you tell us any particularly surprising or counterintuitive or extra fascinating discoveries you made while putting this together?

Urs Koenig
The best leaders are actually deeply humble. In my personal experience, the best commanders in the peacekeeping force, they ask great questions, they’re deeply self-aware, they let their team members shine, and they constantly ask for feedback on how to get better. And we can look at the corporate world. Microsoft, Satya Nadella, how he transformed the tech giant from the Steve Ballmer command-control into what it is today, based on his own values, curiosity, constant learning, growth mindset, and humility. And so, those are two examples.

Pete Mockaitis
Okay. Well, tell us, what’s sort of the big idea or main thesis of your book here?

Urs Koenig
The main thesis is that, to actually win in today’s world, we need to be deeply humble. Leading in today’s environment is, by definition, humbling. No one person can have all the answers. And so, that is the big idea. The best leaders, the most successful leaders are actually deeply humble. It’s not the show-off folks who win at the end.

Pete Mockaitis
Okay. Well, could you maybe tell us an example of someone that you got to see up close and work with who upgraded their leadership by adopting this radical humility approach? What were they doing before, and what did they do differently, and what results emerged?

Urs Koenig
So, one of the best commanders I’ve ever had in the peacekeeping mission, he opened one of the meetings we had in his office with these words, he said, “I love you, Urs. You know I do, and this is not even close to being good enough.” So that’s a deeply humble approach. So, his words made me shrink in my chair, and I turned myself inside out then to produce the very best work I could over the next nine months.

Now if the guy would have chewed me out, if the guy would have yelled at me, I would have tuned him out. But because he deployed a core element of humble leadership, namely strong relationship-building, we had a very close relationship, he got me as a whole human being versus just somebody who did work for him, I knew he cared, he was supporting me in my career path, I was really able to hear and take in his message.

So that’s an example of radical humility in action, building meaningful, collaborative relationships with your people while holding to the highest standards. I call that tough on results and tender on people.

Pete Mockaitis
Okay, cool. Well, so in your book, you’ve mentioned five key shifts. Could you give us a quick overview of each of those five?

Urs Koenig
Sure. So, the first is dig deep. So that’s the first pillar of leading with radical humility. It’s deep self-awareness, really understanding, and that’s what people think about when they hear humility, like seeing myself accurately, not having an overly low or high picture of myself. So that’s deep self-awareness. What’s tied in there is also the humility to know that I can’t achieve everything, but I can achieve almost anything I put my mind to. So, there’s the notion of focus.

The second pillar of leading with radical humility is tough on results, tender on people. I just talked about that. Holding our people to the highest standards while building meaningful and trusting relationships with them. The third shift is called lead like a compass. So, this is getting out of the spotlight, empowering my people to execute at the frontlines, getting out of the weeds, leading with my eyes on, hands off, and comprehensively delegating.

The fourth one is full transparency. If we want our people to really be empowered to make good smart decisions at the frontlines, they need to know more. And the only way they’ll know more is if we share more. And all the research consistently shows that we think we over-communicate as leaders and the message still doesn’t get heard. So, heard, 150 times, seven different ways, and only when you hear your people paraphrasing back what you’re talking about, then you know you’re heard. What’s also tied into full transparency is, and I write quite extensively about this, the value of vulnerability.

Vulnerability is the quickest way to build trust with your teammates as a leader, as a peer, and as a direct report. So being transparent about my shortcomings and what I want to do about them. And the last shift is to champion a fearless culture. There, I’m leaning on Amy Edmondson’s work on psychological safety, providing an environment where it’s safe for anybody to speak up with questions and concerns without fear of being shamed or, worse, risking their career. So, these are the five shifts of leading with radical humility.

Pete Mockaitis
Okay. Well, we’ve had Amy Edmondson on the show, and we’ve heard some of the cool research on psychological safety. Can you tell me, are there any other veins of research or data or experiments or studies that really make this stuff pop in terms of saying, “Whoa, this is not just your opinion. This is gold”?

Urs Koenig
So, there is a particular study I’d like to talk about, but there is actually research on how humble leadership transforms into better bottom line results. So, there’s plenty of academic studies: higher employee engagement, better relationships, you know, healthier team dynamics, and ultimately actually better bottom-line results.

There was just an HR study published last week which showed that humble leaders are actually more likely to get promoted themselves. Why? Because they’re talent incubators. They grow and build their people up, and, as such, they become more successful leaders themselves, “So who do I promote? I promote the people who build other people up.”

But one particular study I’d like to talk about is this notion of vulnerability building trust. So, there is this study where pairs of complete strangers are brought into a lab, and they’re tasked for 45 minutes to ask and respond to meaningful personal questions, such as, “What does love and friendship mean to you, Pete? And if you only had one year to live, what would you change?” At the end of the 45 minutes, these complete strangers were asked to rate the level of trust they developed with their partner, 45 minutes.

When they responded, they rated their level of trust about as high as the level of trust they have with their average person in their lives. Some even rated it as high as their level of trust they have with their significant other. And I love this, one pair even got married. But what the research shows is that even sharing for brief periods of time with vulnerability is an incredibly powerful way to build trust in relationships.

Pete Mockaitis
Okay. Well, could you demo some of this for us in terms of either these conversations or these questions? I guess it’d just be really nice to get a view of what is this humble leadership, radical humility stuff look, sound, feel like conversationally, as opposed to perhaps the average or the norm that we’re accustomed to in our professional communication interactions?

Urs Koenig
It looks like asking for feedback. You know, Pete, it’s all simple stuff, but it’s not always easy. At the end of every one-on-one with my team members, I ask for, “Hey Pete, what do I do well as your manager? And what can I do better?” Increasing our self-awareness by constantly asking for feedback, and we don’t have to be a leader or a manager to do this. We can do this in project teams, right? We can ask our team members, “What do you see me do well? What can I do better?” That’s one thing.

Another piece is wanting to get to know my team members or also for the project team, my teammates, on a more personal level, actually having a conversation about what’s going on personally with their lives. So, getting to know people as whole human beings versus just worker bees. So, self-awareness by asking for feedback and deepening relationships.

And Gen Zs want this. Like, it’s all the research out there shows we want meaningful and trusting relationships at work, and some studies even show that those young adults actually value relationships and relationship culture more than they value salary and money.

Pete Mockaitis
Well, Urs, since you’re an example for vulnerability, I’m just going to put you on the spot. When you’ve asked people these questions, what have they shared with you and what changes have you made as a result?

Urs Koenig
I have been told that I, especially early in my career, that I was too rigid. I’m Swiss, right? Too organized, too structured, and not flexible enough actually, and so that I needed to sometimes soften up a little bit and maybe look at things from a different vantage point versus just powering through the original plan. So that’s one of the things I most definitely learned about myself.

Pete Mockaitis
All right. And how have you implemented that to become more flexible?

Urs Koenig
Well, I actually then, what I do is, “So Pete, you give me that feedback, what suggestions do you have for me to actually do this?” And so, I have team members hold me accountable for it. So, I say, “Okay, I’m working on becoming less rigid and more flexible. Give me feedback in the moment when you see me go down a rabbit hole, and just stick to the original plan because we said we should,” instead of asking, “Hey, what other options can we look at here? Or, how might we approach this a bit differently?”

Pete Mockaitis
And then, tell us, if folks are asking for this feedback, and folks are reluctant to give it, do you have any pro tips on how we can encourage that all the better?

Urs Koenig
Yeah, it’s an excellent question. It happens all the time, right? So, one of the options is to actually call it out explicitly. Say things like, “Hey, I know it can be uncomfortable, Pete, for you to give me feedback. I feel exactly the same way with my boss but I actually see your ability to give me honest feedback as part of your professionalism.” That’s one thing, call it out explicitly.

The second piece, the second thing we can do is we can actually say, “Hey, Pete, I’m working on becoming a bit more flexible. What feedback do you have for me on how I’m doing with this?” So instead of keeping it just open-ended, I make you give me feedback on a goal I already identified for myself so that it makes it less threatening for the person to be honest about giving feedback.

Pete Mockaitis
Yeah, that’s good. And I’m reminded of some of my work experiences where I’ve had folks, managers I’ve worked with, and we talked about some things I was looking to work on and learn from the project, and then they just flipped it right around and said, “Okay, and here’s what I’ve been working on.” I was like, “Oh, wow, okay.” And it was just really cool to see, as well as, “All right, well, hey, as we start working together, how about you chat with some other folks who’ve worked with me historically and they’ll give you a little bit of a sense of what I’m like to work with?”

And I just found those so striking in terms of like, “Oh, wow, you are a human who is aware that you are imperfect, and you have no need to try to hide that from me or show me how impressive you are as the big boss,” and I just immediately respected them more from right off the bat.

Urs Koenig
You know, I love what you’re saying here. It’s exactly that. So how many of us have bosses who are so arrogant and so full of themselves because they’re actually deeply insecure, right? So, actually, people challenge me sometimes, “As a humble leader, you’re just weak. You’re an emotional doormat.” But, no, to actually humbly invite feedback and share what I’m learning, what I’m working on myself, I need to be fundamentally confident in myself, have a fundamentally strong sense of self, only then can I do what your boss did as well, or I’ll humbly ask for feedback on what I can do better. I need to fundamentally be confident in myself.

Pete Mockaitis
That’s right. You have to have some self-confidence and some courage. So, help us out, Urs, what if we don’t have that yet, and we’re like, “Oh, my gosh, that sounds really cool in this utopian happy work-life world, Urs, but that actually sounds kind of terrifying to me”? How would you speak to those folks?

Urs Koenig
Start small. If you’re concerned about asking your boss for feedback or as a leader or your direct, ask a peer. Ask your best friend at work. So, ask somebody who you’re close with at work for some feedback, and start there and then build from there. And you know what, it’s a contact sport. So, humility is not for the meek or the weak. So, it is tough, right? So, there’s no two ways about it. We need to make ourselves uncomfortable to actually grow. So, in time, I would encourage and push everybody to just always take a step further than what you’re comfortable with.

Pete Mockaitis
These are cool examples, Urs. Can you lay some more on us in terms of transformational conversations that unfold in this radical humility style that you’ve seen go down, people talking and growing as a result?

Urs Koenig
So, one example I love is Brad Smith, the former CEO of the financial technology company Intuit. He’s now president of Marshall University. He volunteered to his board to do a 360 survey. A 360, as many of you listeners probably know, anonymously surveys everybody around you, around your strengths and weaknesses as a leader. But he then shared his 360, which he volunteered with his board, but he sent the report to the entire company via email.

So, the anonymous feedback that he got back, he sent to everybody at the company. He even taped, back then, a copy to his office door. He even taped the copy to his office door for everybody to see. So, what happens in the process? The top dog is sharing his shortcomings and strengths, with some vulnerability, publicly, and in the process makes it safe for everybody at Intuit to start working on their own stuff as well. So that’s humble leadership in action.

Pete Mockaitis
That’s cool. Well, do you happen to know any of the spookiest elements on that 360 report?

Urs Koenig
I am sorry, I don’t.

Pete Mockaitis
“I’ve received a lot of feedback that I’m a total jerk and a toxic boss. Very helpful. Thank you.”

Urs Koenig
That’s right.

Pete Mockaitis
Well, I guess, because you wonder, Urs, like, in terms of how much volume vulnerability is too much, or in terms of it’s like, “Oh, shoot, we’ve uncovered some deeply troubling things here. I don’t know if I want to broadcast that to the world”?

Urs Koenig
Absolutely. So, a couple of things there. So, I often talk about humility in three acts. So, the first act is me. The second act is what I’m sharing, maybe an insecurity, something I’m working on. And the third act is, “What am I doing about it?” So, give me the three acts. Don’t just talk about all the stuff you suck at. Go all the way to the third act.

And then the other piece is there is definitely, this is why this is a thinking-person sport, places and times where you share more, and places and times where you share less. And so, this is about reading the situation, knowing your audience, and in a one-on-one with somebody you feel close to at work, you probably reveal a bit more about your weaknesses than publicly in your first senior leadership management meeting. So, it’s situational, is the best I can say here.

Pete Mockaitis
Okay. And with the notion of being tough on results and tender on people, I’d love to get your pro tips on if folks are so tender on people, they find it difficult to be tough on the results, they’re softies and they realize they need to hold people to a standard, but they’re very uncomfortable doing so, any pro tips for them?

Urs Koenig
It’s actually one of the most common mistakes people make when they hear my topic, when they hear about humility, when they hear vulnerability, then they are too conflict averse, and they think that it’s not actually holding team members accountable. So, one thing, identify the one tough feedback you know you have to give and you haven’t given it, and go and do that. Just one. One tough feedback. Identify it and go and give that.

Pete Mockaitis
All right, Urs, can you give us an example of a time you’ve done this, and what you identified, and what you said and what went down?

Urs Koenig
Well, I had, during my peacekeeping command, my first warrant officer was so nervous and so on edge that he endangered all of us in his handling of his weapon. So, I had to let him go, and he was the nicest guy. It was really hard to do. He was so motivated, the nicest guy but he just didn’t have it in him. So, I had to basically sit him down, and in a very loving way, tell him, again, “I love you, Marcus. You’re a great guy. You really try hard but you just don’t deliver. I cannot take you on a mission. You’re not fit for mission. You’re fired.” That’s it.

Pete Mockaitis
Okay. And what did he say to that?

Urs Koenig
He cried.

Pete Mockaitis
All right.

Urs Koenig
He did. Yeah, but he accepted it, and he had no choice. And, to this day, we actually exchange WhatsApp messages.

Pete Mockaitis
So, it sounds like he understood that what you said was the truth, though he didn’t like it.

Urs Koenig
Exactly. I mean, Management 101, this wasn’t obviously the first conversation we had about this. There was a long process coming and lots of, in the business world we would call it performance improvement plans and whatnot. So, we had plenty of ongoing conversations around it. It wasn’t a surprise to him at all, and it never should be a surprise. That’s the other piece.

When we give our people feedback in performance reviews or otherwise on a regular basis, if they’re hugely surprised about the feedback, then you have not actually done your job as a leader. Because it’ll be an ongoing conversation, right? Not only asking for feedback, but also providing feedback.

Pete Mockaitis
And do you have any pro tips for the actual delivery of the feedback, do’s and don’ts in that conversation?

Urs Koenig
Well, try to take the emotions out of it as much as you can. I mean, this is such a cliché almost, right? Center yourself, because often these things make us nervous. We’re anxious when we have to deliver the feedback. So, I actually use breathing exercises to calm myself down before difficult conversations like that. So, whatever your technique is, and be in a good mind space yourself, be clear around your talking points, think about what the other person’s reaction might be, have contingency plans, but be very firm on what you want the message to be and stick with your message.

Pete Mockaitis
Okay. And I am a fan of Breathwrk. I actually subscribe to the Breathwrk app. So, Urs, what’s your go-to “Calm down because I’m freaking out about this conversation” breath protocol?

Urs Koenig
Well, so I actually go and work out. So that’s the first thing I do, and that really helps me. So, I go and work out and then I do the two-minute sitting meditation basically, where I just focus on my breath. That’s it.

Pete Mockaitis
Okay. And for the workout, are we talking cardio, are we talking strength, are we talking both, are we talking intense, are we talking light?

Urs Koenig
We’re talking, for me, personally light cardio, in that case, because I don’t want to tire myself out. I want to still be ready, but the cardio certainly. I mean, the research shows it over again, helps to calm the nerves down and helps us to be centered.

Pete Mockaitis
And your light cardio is more intense than a leisurely stroll? Or where would you put that intensity?

Urs Koenig
Yes, it’s a run, or a StairMaster, or a treadmill, something like that.

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

Urs Koenig
One that comes to mind is General McChrystal. So General McChrystal. He was the commander of the taskforce fighting terror in the Middle East. And his taskforce was losing the war on terror, you know, Al-Qaeda, much more nimble, much more flexible, and McChrystal was leading top-down command control, very old style, what I call heroic leadership. But he had the humility to recognize that he needed to change the way he led his taskforce.

So, he shifted from top-down command control, or as he put it, he said, leading like a chess master, controlling his pawns on the chessboard to leading like a gardener, providing the right environment, the right culture, so that his people could execute more swiftly, and more precisely, more independently. If you think about it, as a gardener, we can’t actually make plants grow, you can’t make flowers bloom, but what you can, what you must do, is plant the right seedlings at the right time and the right spot, provide a nurturing environment by watering, weeding and keeping pests out.

So, from top-down command-control leader to humble creator of the right environment, strong relationships, radical transparency. He got into trouble with the intelligence community because he was sharing too much with everybody. And so, that was a really interesting transformation that McChrystal, a tough military leader, went through to become a more humble leader.

Pete Mockaitis
That is really cool. I like that metaphor, because, well, I like chess and gardening. So, you really do get the sense for, that is a very different vibe in terms of, “I am having all the great ideas and I am masterfully commanding that they be executed. I have all the smarts. You do the smart things I’m telling you to do,” as opposed to, “I can’t do much other than create a better environment that works for you.”

And so, that’s a fun example, sharing so much information, intelligence communities are upset with you. Any other examples of master-guarding behavior from General McChrystal?

Urs Koenig
He said, “Thank you became my most important word, and, nodding and showing appreciation, my most important behaviors.” And so, I don’t know if you’re familiar with his book, Team of Teams. But in terms of networking his taskforce, he asked that everybody know somebody else on every other team. So, you don’t need to know everybody in HR, you don’t need to know everybody in Ops, but you need to know one person, so that when you need to work with this other team, you don’t imagine some adversary, but actually a friendly face.

And so, he builds strong relationships across and up and down the taskforce by applying this team of teams approach where everybody knows somebody on every other team.

Pete Mockaitis
Beautiful. Thank you.

Urs Koenig
And, by the way, the taskforce became measurably more effective because of his approach. Al-Qaeda’s ability to strike was reduced by a factor of 17. And once again, or not once again, I haven’t probably mentioned it, I’m not advocating for humble leadership because you want to be nice or liked, because it produces bottom-line results, like McChrystal’s taskforce shows.

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

Urs Koenig
“Nothing changes if nothing changes.” Unless we make small changes every day, the big changes won’t happen.

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

Urs Koenig
So, I like the vulnerability research I just shared, and then Project Aristotle by Google, showing that psychological safety is the best predictor of a team’s performance, more important than talent, more important than the size of the team, who’s on the team and so forth.

Pete Mockaitis
All right. And a favorite book?

Urs Koenig
My favorite book is Endurance by Alfred Lansing. It’s about Ernest Shackleton’s voyage.

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

Urs Koenig
I like the Johari Window. The Johari Window which identifies our blind spots. It’s a two-by-two matrix, basically.

Pete Mockaitis
All right. And is there a key nugget you share that is popular, resonates with folks, you hear quoted back to yourself?

Urs Koenig
People like the tough on results, tender on people. I get asked about that all the time, and that gets quoted.

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

Urs Koenig
My website, UrsKoenig.com, or on social, I’m primarily active on LinkedIn, actually.

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

Urs Koenig
Just ask. Ask for feedback. Just ask. And ask to get to know your teammates better. Just ask.

Pete Mockaitis
All right. Urs, this is fun. I wish you many lovely exchanges full of radical humility.

Urs Koenig
Thank you, Pete. That was fun.

974: The Eight Inner Skills to Career Happiness with Stella Grizont

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Stella Grizont shares the simple things everyone can do to feel happier and more fulfilled every day.

You’ll Learn

  1. The master key for overcoming toxic situations
  2. The key response that builds quality relationships
  3. How to set healthy boundaries without feeling guilty 

About Stella

Time Magazine named Stella a leading happiness expert. As a speaker and executive coach, Stella works with leaders who are seeking deeper career fulfillment and with organizations that are dedicated to elevating the well-being and engagement of their employees. Her debut book based on her signature coaching program, The Work Happiness Method: Master the 8 Skills to Career Fulfillment, was an instant USA Today Bestseller.

In the last 17 years, Stella has coached over 1,800 individuals in over 30 countries. Stella was one of the first 150 people in the world to earn a master’s in Applied Positive Psychology (aka the science of happiness) from the University of Pennsylvania. She lives in New Jersey with her husband, daughter, and son, who continue to teach her what life is all about.

Resources Mentioned

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Stella Grizont Interview Transcript

Pete Mockaitis
Stella, welcome.

Stella Grizont
Thank you so much for having me.

Pete Mockaitis
Well, I’m excited to dig into your wisdom associated with work happiness. Could you tell us any particularly extra surprising or fascinating discoveries you’ve made about work happiness with all of your coaching and putting together your book here?

Stella Grizont
Well, in the book, I did a lot of research, and one of the things that’s really just stuck with me was around how much social support matters. And when we’re in a state of fight or flight, and we’re feeling stressed, just having a friend or someone we know who cares about us by our side can literally change our perception of reality. It can change how we feel about the challenge ahead. It transforms how we estimate how hard something is.

There was a study done where researchers took two groups of participants at the base of a hill, and one group got to stand with a friend by their side and another group was standing on their own. And they were asked, “How steep is this hill? How steep is the slant of this hill?” And those with a friend by their side estimated the steepness to be less.

So, when you’re asking about how we perceive the challenge ahead, or what do we think about a really difficult situation, the presence of a friend can actually change how we perceive what’s up ahead. And so, that’s just really oriented me to, especially as an introvert, to make sure that I’m supplementing. We supplement with vitamins but we have to make sure we’re really supplementing with people that we care about and feel connected to.

Pete Mockaitis
Well, that’s really intriguing, the notion of how difficult we estimate a thing to be is variable. And I’ve seen that in my own world in terms of if I’m feeling kind of stressed about a thing, it’s like, “Oh, this is probably going to take two hours.” It’s like, “Okay, no, it took half an hour, but I was just freaking out.”

Stella Grizont
Our emotions really determine the reality that we experience. They can influence the reality that we experience. They’re both like information about what’s happening, but then they also influence how we perceive what’s happening, so it’s a two-way street. And if we know that, we can actually, and one of the skills I teach in my book, is, “How do you manage your mind and mood so that you can see more, so that you can be more, so that you can be more in control?”

And if we know this about ourselves, we can make more conscious choices about what moods we’re cultivating and how we respond to our own emotions so that we can set ourselves up to flourish and have more ease and think more clearly.

Pete Mockaitis
I definitely want to talk about managing moods. And maybe, first of all, if there’s anyone who’s perhaps skeptical about that that’s even possible, like, “Moods just kind of fall upon us. Can one even manage them?” could you maybe give us an inspiring story of someone who managed their mood and used some of these other skills to really see a cool transformation?

Stella Grizont
Whenever I give a talk we go through some evidence-based techniques, and within 30 seconds, participants are like, “Oh, my shoulders are relaxing,” or “I feel lighter,” or “I feel more relaxed,” and it doesn’t take much for us to change our minds and moods. Our emotions are in motion, and that’s a good thing, that they’re never constant, because they’re datapoints about our surroundings. And sometimes we can’t control our initial response, even though we’d really love to, but we can control our response to our response once we notice that emotion.

So, I had a client who was dealing with a manager who was a bully. I mean, he would yell inappropriately, use inappropriate language. It was very inappropriate, and she found herself crying all the time, and she had never been in that position before. She was a people manager, very successful, but this guy was not only inappropriate, but really getting to her, and she felt like she couldn’t hold it together in his presence.

And so, we practiced, she went through “The Work Happiness Method,” which is now a book, but it’s also a coaching program, and we really worked on some techniques to help her attune to who she wanted to show up as, and just simple techniques, practicing breath work, getting clear on her vision of who she wanted to be, remembering her sense of control, preparing for that difficult conversation. So, there are so many things that we can do that are simple and instant. I mean, if you want, we can get through some, we can do some right now for folks.

Pete Mockaitis
Well, I guess what I’m curious to hear is, so she did those things and then what happened on the other side?

Stella Grizont
So, we prepared for a difficult conversation, and the most difficult part of a difficult conversation is your preparation beforehand. That’s what I call your approach, that’s another skill that we cover in the book, because your energy is everything in a difficult conversation. Our moods are contagious. Our emotions are contagious for a number of reasons. We have mirror neurons, so when a baby’s smiling, we can’t help but smile. But when someone’s also really angry and frustrated, we find ourselves clenching up and feeling like something’s off.

And so, we’re just able to catch each other’s moods. So, if you’re going to go into a difficult conversation, the number one thing you can control is your energy beforehand. And so, we made sure that she was in a good place, that she felt confident going in, that she felt neutral, that she even had empathy for this really horrible leader, and she was able to actually express that she would no longer be able to work in these conditions.

If they were going to be able to work together and have a positive working relationship, they needed to re-examine how they communicated. And she ended up staying at that organization and actually getting a lot of the things that she needed, including additional support and headcount, including more travel that she wanted. So, it really was transformational for her.

Pete Mockaitis
That’s really beautiful. I think a lot of times, if we are encountering someone who’s toxic and very problematic, we can conclude, “Well, that person is just a jerk and this is a hopeless situation. There’s nothing I can do. I just got to look for the exit.” And yet, here you are when you share, in some cases, very clearly, “These conditions are not working for me and they’ll need to change or I’ll need to exit,” then good things can happen. Folks can have a transformation.

I’m curious, on the receiving end there, how was the manager responding to that information? Like, “Oh, my gosh, I’m so sorry. I had no idea,” or was it like, “Yeah, I have some problems, I’ve been working on them. Thank you for being clear with me. This is a wake-up call.” How does one receive that without just flipping out and making it worse?

Stella Grizont
I don’t think there was an apology, but there was, the things that she had requested, he responded to. So, she had asked for, if he was feeling frustrated, for him to talk about it sooner rather than later, for him to be able to write things out, for him to give her additional support, for them to do more planning together so he wasn’t so surprised. So, he actually changed his behavior.

But in this case, what was more important for her was actually her demonstrating to herself that she could have this conversation. That was the growth for her. And so, there’s always growth opportunities in really challenging moments. And for her, it was witnessing herself be powerful in a very, very challenging moment.

Pete Mockaitis
Oh, Stella, this is inspiring stuff. So, we are not victims to our moods. We are not even victims to terrible bosses or toxic environments. There’s a lot of power that we could summon and make happen. So, I want to dig into some of these particular tools in a moment. But first could you give us, from all your research, what’s kind of the state of work happiness these days? 

Stella Grizont
So, generally, we know that about three-quarters of employees are not engaged.

Pete Mockaitis
All right, yeah, the Gallup stuff.

Stella Grizont
The Gallup stuff, right. So, we all know that we’re very disengaged, but just as a background, the U.S. has dropped in terms of happiness levels. According to the 2024 World Happiness Report, the U.S. fell eight places from 15th place to 23rd place.

Pete Mockaitis
In one year?

Stella Grizont
In one year.

Pete Mockaitis
Oh, bummer.

Stella Grizont
But you know what? To be honest, 15th isn’t that great either for being one of the most wealthy nations, a democracy. And it’s been pretty flat. And I think the reason why the U.S. has not been in a great place, and it’s gotten even worse, is because we’re lonely and we’re isolated. Not just because, you know, we started off our conversation about how much social support matters. Well, relationships are the number one predictor of our happiness, the number one predictor of our happiness, above and beyond how healthy we are, how much money we earn, how successful we are, how confident we are.

And so, in the United States, we tend to prioritize our work over our connections. We move cross-country for our jobs and so we end up dislodging our social connections, our familial connections, and then we’re also working from home now, and we’re not getting just interaction. And what researchers have found is that, just like we need a diverse diet of, like, veggies and proteins and grains, we also need a diverse social diet.

So, it’s not just about staying connected to people who we have strong social ties with, we also need a lot of weak social ties, like saying hello to the postal worker, saying hello to the security guard, having a nice chit-chat with the person who’s making you coffee, or the Uber driver. We need interactions because they signal to our nervous system that we’re safe.

And, again, that’s what also signals what we’re up against, and that can create a veil over how we perceive anything, whether it’s if someone says, “Hey, can we talk about X, Y, and Z?” and you perceive that as a threat, or as, “Oh, let’s just explore.” So, our nervous system is constantly on patrol for threat, and if we feel lonely, then our body is in a stressed-out state and we’re more likely to perceive everything as a threat and feel quite unhappy.

Pete Mockaitis
Okay. Well, so social stuff is big. That’s come up a couple times already. Within your work, The Work Happiness Method, any pro tips on dealing with that in the context of work careers?

Stella Grizont
Well, one, this actually wasn’t in the book, but this is one of my favorite tools to share, just a very practical tool. When someone comes to you with good news, it’s so important for us to respond with celebration. So, this is the easiest hack for building quality relationships. So, researchers found that there’s four main ways that we respond to good news. One response is active-destructive.

So, let’s say my husband tells me he got a promotion, I could say, “Oh, you got a promotion. This means you’re going to be working late. You’re never going to be home. I’m going to have to do more bedtime with the kids.” So, I’m actively destroying his high. That’s the worst way we can respond is when we just like pummel the goodness.

Then a little bit better but still horrible is passive-destructive, and that’s where someone says, my husband says he had a raise or a promotion, and I would say, “What do you want for dinner?” So, I just ignore his good news and I jump into something else. Slightly better is passive-constructive, and that’s where he says, “Oh, my God, I got a promotion, I got a raise,” and then I would say, “That’s nice. So, what should we eat?” So, I acknowledged it but not really.

And the most optimal way we want to respond to someone else’s good news is with our presence, our attention, our curiosity. We want to actively build up and savor the good news. And so, that would sound like, “Oh, my God, tell me all about it. That’s so exciting. I know you worked so hard. How are you feeling about it? Tell me all the details.” So, we’re having them reconstruct the event, re-savor the event. We’re adding to it.

And so, the reason why we want to do this is because it signals to the other person that we are a safe person for them to go to when they are ready to celebrate. We all have had good news in our life and have all made conscious decisions about, “Ooh, I don’t want to tell this person because they’re just going to make me feel like crap afterwards. They’re not a safe person for me to go to.”

And so, what researchers have found is that the relationships we go to when we have good news actually matter more than when we have bad news. So how we respond to people in good times actually matters more than how we respond in bad times when it comes to cultivating a strong relationship. So, just celebrate. Be a better celebrator.

Pete Mockaitis
That’s good. I love it. And I’m reminded we had a conversation with B.J. Fogg, and we were talking more about habits. But he said that celebration is absolutely such a top important thing associated with creation of habits, and now also for relationships. So, good stuff. And I think, is this the Gottman Research, these four response approaches? It sounds a little familiar.

Stella Grizont
This is actually from Shelly Gable, and she discovered these four responses to good news.

Pete Mockaitis
Okay. Well, now I’m wondering, I don’t know if it was Shelly Gable or John Gottman or whom, but I think that the data was pretty striking that having a minimal acknowledgement was like almost as bad as being actively destructive, like it was pretty shocking how, “Hey, great job,” and a quick move on is nearly as devastating as just being totally mean.

Stella Grizont
Yeah, I mean, if you think about it, as humans, we crave a sense of meaning and purpose. And we don’t have to climb a mountaintop to feel on purpose. We don’t have to do grand gestures to be on purpose. We want to contribute to something bigger. And why do we want to contribute to something bigger? Because we want to matter somehow, and mattering can be experienced by just feeling someone else’s presence and care, and giving that presence and care.

And so, we’re just beautifully interlocked to matter to each other. It’s the bedrock of our wellbeing and of our success. So, if we just help someone else matter, and also feel that we matter to someone else, it can catapult our success. It can catapult our wellbeing and our happiness.

Pete Mockaitis
All right. Well, Stella, we’ve got some good stuff on relationships. You have, in fact, eight essential skills in your Work Happiness Method. Could you give us maybe the quick four-minute bird’s-eye overview of what are these eight essential skills?

Stella Grizont
Sure. So, the first one is resilience, and that’s how to manage your mind and mood because we have to start there. The second is having a clear vision of what success means to you, so it’s clarity, and knowing who you want to be, who are you when you are most alive. Most of us define success backwards. We, first, pick really sexy goals, and we think of all the things we want to achieve.

The problem with that is that, and I’m sure many of your listeners have experienced this, you can achieve all the things and still be left feeling empty, burnt out, lonely, or completely confused about who you are. And so, what we want to do is reverse engineer and first identify, “How do I want to feel and be at work?” and then choose goals that support that. And so, the second chapter and the second skill is all about figuring out who you want to be.

After we figure that out and we develop your vision, then we build the skill around purpose, and that’s about making decisions that support your being, the person you defined in your vision. It’s about knowing how to make decisions with confidence so that you can feel on purpose every day. Now, once we know how to manage your mind and mood, we have your vision, we have your values, now it’s time for you to set your boundaries, and that’s what the next chapter is about, and that’s the next important inner skill.

And boundaries are less about saying no, but they’re actually more about saying yes to what matters, yes to your vision, yes to your values. So, I walk people through, very practically, “Where do you set boundaries? How do you set them? And also, how do you have compassion for yourself if it’s really freaking hard for you to do it?” Because I am a recovering people-pleaser, and I think folks who are people-pleasers are the ones who really have a hard time with boundaries.

And it’s important to understand that people, we talk about people-pleasing so casually, but actually for many folks, it’s actually a trauma response. And so, it’s very important to understand the psychology behind why we struggle with boundaries because it will help set you free. So, once we know what our boundaries are, and we create greater ease for us to be who we want to be, then we talk about, “Well, how do you be who you want to be in times of uncertainty?” And that’s through the inner skill of play.

Playfulness is an inherent capability that we have as humans, and it helps us navigate uncertainty and flourish through it so we don’t stay stuck. And then once we learn how to be more playful, especially in hard and uncertain times, the next inner skill is about discovery, and that’s about exploring. Now that we can have a play mindset in the face of uncertainty, how do we figure out what’s next?

So, whether you’re just, you know, doing okay and you just don’t know what’s next, whether or not there’s lots of uncertainty and change in your organization, maybe there’s some kind of health scare or change within your family, like, “How do you explore what’s next in a way that will set you up to flourish?”

And then it’s inevitable that we have to talk to people when it comes to just navigating the world, and so I have a chapter on approach, which is about, “How do you have those difficult conversations? And how do you set yourself up for transformation instead of confrontation?” And then the final inner skill that I cover is called refocus, and that’s about, “How do you return to yourself when things get off track? When things don’t go your way, how do you settle with the universe? And how do you make sense out of hard times?”

Pete Mockaitis
All right. Thank you. So, we’ve had some good chats about relationship bits. When it comes to managing mood, are there any top tactics that are really just transformational here?

Stella Grizont
One of my favorite tools to give my clients is called the complaint vacation. So, we often find ourselves complaining aloud or even in our heads, and complaining is not just noticing what’s wrong, it’s the additional suffering about what’s wrong. So, it’s not just saying, “It’s really hot outside today.” It’s, “Oh, it’s so hot. Oh, my God, I’m so tired of this weather.” So, it’s the grievance, it’s the suffering. That’s a choice.

And so, if there’s something that you find yourself complaining about pretty regularly, just give yourself permission for the next week to take a vacation from that because I think we all are tired of our own complaining. I like to couple a complaint vacation with gratitude. So, it’s not just noticing what’s wrong but it’s paying extra special attention to what is right. And it’s not just listing off what’s right, but it’s what’s uniquely right today.

So, it’s not just that I’m grateful for my family, but I’m so grateful for the snuggles I had with my three-year-old before he went to daycare. So it’s getting really, really specific. And then, finally, you know, I think one of the things when it comes to managing our mind and mood is people think that being happy is just about like noticing what’s good, but actually I think one of the keys and skills to being happy is knowing how to be unhappy, and how to actually be with your negative emotions.

And so, one of the simplest things you can do when you notice you’re feeling off and you’re not in the mood that you’d like to be is just to be curious about that mood, and first just label that emotion. Like, if you’re feeling off, take a moment and be like, “Okay, what’s this about?” Get curious, “What is this? Is this frustration? Is this disappointment? Is this anger? Is this loneliness?” Give it a name.

Because when we give it a name, we’re actually shifting the brain activity from our amygdala, the fight-or-flight center, to our prefrontal cortex, which is the big-picture thinking, that’s the planning, that’s the executive function, and so we’re able to actually help ourselves. Because once we label, then we’re like, “Oh, I’m just feeling really frustrated that that report didn’t go out on time. Maybe I should talk about processes with my team so that we can prevent that moving forward.”

So, we start to help ourselves. Metabolize the emotion faster. So just by labeling the emotion and being with it and being curious about it, not trying to push it away, you can actually help yourself be happier in the long run.

Pete Mockaitis
That’s good. Thank you. I like that notion of what’s uniquely good about this today in terms of getting that brain kind of tuned into that stuff and noticing what’s really special about that. That’s really cool. When one does a complaint vacation, I can see how we can catch ourselves in not verbalizing complaints, yet still, quite possibly internally in our own mind’s ear, rattle off plenty of complaints. How do you think about approaching that?

Stella Grizont
Yeah, I love that question. And this is the thing with when we complain, this is just something I’ve noticed, is that we’ve usually skipped over the step of acknowledging our emotion. We’ve actually bypassed our own emotion, and now we’re in an instant place of suffering. So, there’s probably a space before that, before we get really like annoyed or flustered, or we’re suffering or we’re complaining, that we skipped over.

And so, just acknowledging your emotions can actually help you be with the event without having extra layers of suffering about it.

So, if you find yourself in a complaining loop, you want to pause and, again, be curious, and be like, “What’s really going on for me here?” Because it’s probably not the thing. There’s some emotion that wants attention. And if we just get quiet enough to notice it, that’s actually the first step of having some self-compassion, and then we might say to ourselves, “Wow, of course I’m feeling really upset. It’s hot and it’s uncomfortable and I can’t do my work. And that makes it really hard.”

And then the next step of self-compassion is just being gentle with yourself like you would a friend. Like, “Yeah, of course, Stella.” Like validating your emotions. And then you want to remind yourself that you’re human, just like everyone else, and, yeah, being really sweaty is going to make anyone grumpy, and just be kind and compassionate. And that can actually transform the complaining, and that can really slow down the volume of that complaining and then to notice what’s good if you can. And that’s what I hope for everyone who reads the book or whoever I work with, is to realize their power over their experience. And the power is first realizing, “I am complaining,” or, “I’m noticing myself complaining,” and then to notice that you have choices. That’s the power. So, if you are noticing you’re complaining, you’re already in a good place. You’re already winning because you’re at least observing it.

Pete Mockaitis
To note, the particular emotion, and not jump through it. I’m reminded of Dr. Trevor Kashey. We’ve got to get him on the show. He has a framework that is STFU, which is sort of a joke in and of itself, which is like stimulus, thought, feeling, urge. And these are four separate things. Like, what you want to run and go do, the urge is different than the thought that you’re having, or the feeling you’re having, or the thing itself that’s present.

And I find that’s kind of helpful to you stop and march through that, and say, “Oh, okay,” we’re going to have a moment where we could just go ahead and feel that thing and let that flow through for a moment, and that’s all right, and maybe even helpful in just letting it pass instead of just telling a big old story and perpetuating it.

Stella Grizont
Yes. If we could slow down just a little bit, like in general as humans, and touch base with ourselves, we realize our power, we metabolize our emotions better, and we make better choices. So, I think a lot, we could all benefit with slowing down.

Pete Mockaitis
Okay. Well, I’m curious now with regard to the boundaries. Any favorite words, phrases, scripts you might suggest, because we could feel maybe uncomfortable in establishing a boundary? It’s like, “Oh, I don’t want to upset them,” or “I make them think I’m unmotivated or lazy or not a team player,” etc. Any magical turns of phrase you might suggest for folks?

Stella Grizont
Absolutely. So, as I shared before, I’m a recovering people-pleaser, and this is a lifelong practice. All of these tools, they’re all part of building a skillset, and you have to keep at it, or we just get stronger and better. And so, if you’re an auto-yes kind of person and someone’s like, “Hey, can you join this committee?” or “Hey, can you do this by 5:00?” or “Hey, we’d love your help,” if you find yourself automatically saying yes right away, one thing you can do is just delay.

So, you would say, “Hey, thanks so much for considering me for this. Can I get back to you in an hour, in a day, next week? Can I get back to you? Thanks so much. Can I get back to you?” This will buy you time to make a more conscious decision and decide, “Is this a yes for me? Is this a no?” Or, “Do I have questions? What’s driving the timing? Why me? Why are we doing this?”

So, oftentimes, again, it’s about slowing things down so that you can make more conscious decisions. So, I would just ask for some time, “Let me look at my schedule. I want to give you my best. I haven’t had a chance to assess what I have going on this week.” And people are happy to give you time.

When it comes to boundaries, it’s really about microdosing. I call it microdosing. So baby, baby, baby, baby steps. Because what you’re doing is you’re retraining your nervous system to feel safe even when maybe people aren’t totally pleased. So, we need to train ourselves to feel safe. And so, one microdose, one little baby step you can take is just to say, “Let me get back to you.”

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

Stella Grizont
Writing this book took me over nine years, and it was something I really wrestled with. And there were many times where it felt like I was pushing and I wasn’t going anywhere. And I talk about this inner skill of refocusing, which sometimes requires us to stay down when we’re down. It sometimes requires us to listen and learn from when things don’t go our way.

And I just want to offer some words of encouragement for folks who feel like they’re hitting a wall. And in the book, I talk about, well, maybe it’s not so much of a setback, but a setup for something better, and to really question, “How is this serving me? What growth is this setting me up for? What is this signaling?”

Really asking some bigger questions so that you can get to transform through that really hard time. Because I truly believe it’s all of service, just like that client who was dealing with the bully, like she got to step up and really regain her power, and that was a gift that her boss gave her even though he was an a-hole.

Pete Mockaitis
All right. Yeah, well it’s done, a setup, instead of a setback. Cool. Well, now could you share a favorite quote, something you find inspiring?

Stella Grizont
So the founder of Aikido, Morihei Ueshiba, I hope I’m saying that right, he said, “It’s not that I don’t get off-center, it’s that I return to center so quickly no one ever notices.” And so that’s the thing with all these inner skills, we’re going to mess up. The work is not to be perfect. The work is in returning to ourselves a little faster, a little bit more gracefully each time.

Pete Mockaitis
All right. And favorite study or piece of research?

Stella Grizont
So, in 2006, there was this eye-tracking study done by Wadlinger and Isaacowitz, where they took two groups of participants, and they induced one group of participants into a positive mood by just showing them pictures, puppies, babies. And then another, they took another group and induced them into a negative mood, and then they put eye-tracking goggles on them, and they asked them to look at an image on a screen.

And the people who were in a negative mood, their eyes tended to stay on one particular area of the screen and just hover there, focus. And then those who were in a positive mood, their eyes tended to go around the periphery of the screen and then scatter within. So, they literally took in the big picture. They saw more. The people who are in a negative mood kind of had tunnel vision. So, again, it just shows the impact of our emotions on how we see the world, and how important it is for us to manage our minds and moods so that we can see more.

Pete Mockaitis
And a favorite book?

Stella Grizont
This is a book by Mark Nepo, and it’s Seven Thousand Ways to Listen: Staying Close to What Is Sacred.

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

Stella Grizont
At the end of the day, and this is a tool I share in my book, I ask myself what I call accountability questions, which are questions to reflect on three values I’m looking to amplify in my life. So, they’re open-ended and they’re “How did I support my well-being today, because my vitality is important?” “How did I express love to the people I care about?” And the third one I move around a lot, but it’s actually now it’s going to be about play, but it’s, “How did I have fun today?”

Pete Mockaitis
All right. And is there a key nugget you share that particularly seems to resonate and connect with folks; they quote back to you often?

Stella Grizont
Well, people really love this exercise that I have that’s called the Vision Generator, and that’s what you do in Chapter 2. People can, if they don’t want to buy the book, which I’d love them to, or do the course, you can get it for free at VisionGenerator.com. And what people often love is the ease and the hand-holding to really go deep and reflect on what one really, really, really wants, and so they really love that exercise because that really sets them free. And to realize that there’s infinite ways to feel more satisfied at work and in your life, even if the circumstances are what they are and they’re not perfect.

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

Stella Grizont
They can go to my website, StellaGrizont.com. And I’m also on Instagram and LinkedIn.

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

Stella Grizont
I would start with the Vision Generator. So, if you want to be awesome at your job, you have to know what’s important, how you want to show up, and knowing your vision is so critical because it organizes your values, the steps that you take, and the behaviors you engage in. And so, that’s vision generator, and they can get that at VisionGenerator.com.

Pete Mockaitis
All right. Stella, this has been a treat. I wish you much work happiness.

Stella Grizont
Thank you so much, Pete. Thank you for having me.

973: Mastering the New Rules of Persuasion with Leslie Zane

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Leslie Zane reveals why traditional persuasion tactics often fall short—and offers a new alternative that’s more effective.

You’ll Learn

  1. Why most attempts at persuasion fall short  
  2. How to bypass resistance with triggers 
  3. The unexpected people who will drive your success 

About Leslie

Leslie Zane is an award-winning marketer, TEDx speaker and the foremost authority in harnessing the instinctive mind to accelerate brand and business growth. In 1995, she founded Triggers®, a CMO advisory and the first brand consulting firm rooted in behavioral science, where she continued to champion the primacy of the instinctive mind in brand decisions. With her groundbreaking discoveries in boosting salience, the Brand Connectome® and Growth Triggers®, Zane and her team have delivered over 2X incremental revenue growth for their Fortune 100 clients. Today, Triggers’ strategies are evident in diverse fields from consumer-packaged goods, health care and insurance.

An alumna of Yale, Harvard Business School and Bain & Company, Zane is a recipient of the Congressional Women of Distinction and the Ogilvy Award. In 2021, she coined the term “Covid-stasis” forecasting the pandemic’s lasting psychological and behavioral effects.  Zane has been published in prestigious publications including Knowledge@Wharton, Harvard Business Review, World Economic Forum, Newsweek and Ad Age. Zane is a board member of El Centro Hispano, the leading non-profit empowering Hispanic immigrants with skills to thrive in the United States.

Resources Mentioned

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Leslie Zane Interview Transcript

Pete Mockaitis
Leslie, welcome.

Leslie Zane
Hi, Pete. It’s lovely to see you and to be here today. Thanks so much for having me.

Pete Mockaitis
Oh, thank you. I’m excited to hear your wisdom. And I’d love it if maybe you could kick us off with a particularly surprising or counterintuitive discovery you’ve made about us humans and persuasion and influence over the course of your illustrious career?

Leslie Zane
Well, that’s pretty easy because my entire book is about the fact that human beings are unpersuadable. We try really hard, we try to convince, cajole, we hammer people over the head with messages but, at the end of the day, we’re really just trying to convince a conscious mind that doesn’t want to be convinced because you really can’t persuade anybody of anything. But what you can do is kind of go around that and tap into their instincts, which is a completely different mechanism, and you have much more success there.

Pete Mockaitis
Well, that is fascinating. Could you bring it home for us, if the listeners are saying, “I don’t know if that’s true. I could be convinced of some things.” Leslie, lay it on us, what’s the evidence that, in fact, we are not convincible?

Leslie Zane
Well, 95% of the decisions that we make are made on instinct. We may have a post-instinct rationalization of a decision that we made, so we may think that we were making that decision consciously, and with rational information, but most of the time, most of the decisions we make about brands and actually about many things in our lives, we make them on instinct.

And we see this over and over again, and we’ve seen it in every category, we’ve seen it in financial services, we’ve seen it in insurance, even doctors prescribe HCPs, healthcare providers prescribe medications on instinct. So, everybody thinks that they’re in control of their decisions, but for the most part they’re making decisions instinctively, and it’s their subconscious mind that takes over.

Pete Mockaitis
Well, so now, if we all think that we’re making them consciously but we’re actually not, how does one learn, or know, or discover, or prove this phenomenon is, in fact, at play?

Leslie Zane
Well, so that goes to the question of, “How do we understand people’s drivers, their decision drivers?” And the answer to that is you really can’t trust what people say. And this is why most conscious surveys are misleading, many of them, why political polls are often wrong before a presidential election, because we are asking people conscious questions.

And they think they know the answers, but that’s not necessarily what takes over when it comes to the actual decision, let’s say, in the voting booth. They’re probably going to do something completely different than what they said they were going to do in the conscious survey. Does that make sense?

Pete Mockaitis
I hear you. I guess I’m thinking of the specific example of polling. I mean, maybe they made their decision, or maybe I’m nitpicking here, Leslie. So maybe folks have already made their decision and they’re honestly reporting it, but that decision was made previously based on instinct, like, “Oh, I like that. He’s handsome,” is maybe subconsciously what’s operating. Because, I guess, I’m thinking polling is like, eh, close-ish, right, in the ballpark?

Leslie Zane
In the world of marketing, when it comes to brands, when you think about the kinds of research that companies do, generally speaking, they do these very large-scale brand health tracking studies, and there’s a list of attributes about the brand and people sort of check off what are the attributes that they say yes or no for that particular brand.

And those kind of capture their conscious associations, their conscious thought about those brands. What it doesn’t uncover are some of those implicit negative associations that are lying in the unconscious mind that nobody is really aware of. And then several years later, down the road, the business falls out of bed and, lo and behold, the business leader is sort of surprised, “Oh, my God, what happened here?” And, in the meantime, all those conscious measures that were in the brand health tracker were humming along pretty well, unchanged.

So, what’s really going on is that these negative associations accumulate in the unconscious mind, and you’re unaware of it, the business leaders are unaware of it. And so, it’s really important to constantly monitor your implicit barriers and drivers, not just the conscious barriers and drivers that are easily accessible in these large-scale tracking studies.

Pete Mockaitis
Man, negative associations accumulating in the subconscious mind, whew. There is a phenomenon that I imagine is happening all the time about lots of things in our lives. And then in the context of business, I’m thinking about, I don’t know, like a cable company. It’s like, “Oh, I’m annoyed that I have to give a four-hour window for my installation. Ooh, I’m annoyed that it costs so much. And, ooh, I’m annoyed they don’t have these options.”

And then, lo and behold, ooh, you got some streaming options available, “Oh, this is way better,” and then all those negative associations come to the fore. It’s like, “At last, I am freed. Let’s cut this cable out of our life.”

Leslie Zane
Yeah, you’re really talking about there are whole industries that are sort of beset by negative associations, whether it’s the insurance industry or the cable industry. And what those companies need to do is they need to fight back and really displace those negative associations with positive ones. It’s the only way they can grow.

So, if your brand is not being selected, it means that the growth target, the people you don’t have, the prospective users, have some negative associations that are holding them back. And if you don’t constantly prune your negative associations, they eventually turn into barriers, and the barriers can be really large. At that point, it doesn’t matter how much you spend on marketing or advertising, you’re not going to bring those people over because those barriers are pretty high.

Pete Mockaitis
Could you give us an example of how an individual, a team, a company, a brand goes about pruning negative associations?

Leslie Zane
Well, first, you need to understand what the negative associations are, and the technique for doing that is to uncover their brand connectome. So, what is the brand connectome? This is a key construct in my book. It’s the cumulative memories that get stuck to your brand, that get glued to your brand in the unconscious mind, and this is a physical thing.

So, a brand is known by the associations it keeps. It’s, literally, it has physicality. A brand isn’t this wispy concept. It actually has roots and pathways that are connected to it. And every brand has a connectome, and the biggest brands have really large connectomes, and the smallest brands have very small connectomes. And their job is to grow the connectome in the mind of their growth target, the people they’re trying to get.

Pete Mockaitis
And when you say…oh, sorry.

Leslie Zane
No, you go.

Pete Mockaitis
When you say it’s physical, are you talking about, like, neural pathways inside my brain and spinal cord physical?

Leslie Zane
Yeah, there’s literally physical neural pathways that’s almost like paths in sand get dug in there, and whenever you sort of reach for a particular brand, those pathways kind of light up. And so, when you go to the supermarket, this is how instinct works, and you choose your go-to brands, you’re not really sitting there doing a lot of deciding, saying, “Oh, product A, product B, let me see which one I should buy.” There’s not a lot of that going on.

For the most part, you’re going directly to your go-to brands. You’re grabbing, you’re sticking them in your cart, and you’re walking out. And if you didn’t have the ability to do that, make those snap judgments, then you’d kind of be in the supermarket for like three weeks because there are so many products to choose from. But your brain has this ability to tune out everything that you’re not interested in, and your brand’s connectome, the brand connectome that is the largest in a category, is the one that you are going to reach for.

So, if you’re a loyal Pepsi user, as an example, your Pepsi connectome is going to be very large, it’s going to be very robust, it’s going to have a lot of positive associations. And we can talk more about the framework of how you analyze that in a minute. But the point is that, if you’re reaching for Pepsi, it’s because you have a large positive brand connectome for Pepsi, and your Coke connectome is probably a little smaller and probably has some negative associations because the brain is a relativity machine. So, if you’re up on Pepsi, you’re down on Coke, and if you’re up on Coke, you’re down on Pepsi, and they kind of work against each other.

Pete Mockaitis
Well, that is intriguing. I was just thinking about Coke and its connectome. I guess I’m thinking inside me. I was thinking, “Okay, Coca-Cola,” there’s just like all of the things, like, Santa Claus, and the troops, and America, and Atlanta and southern hospitality. And so, it’s like I got all those things. And then, Pepsi, I got, I don’t know, like Beyonce and Britney Spears, and be young and have fun, Generation Next.

Leslie Zane
There you go.

Pete Mockaitis
And it doesn’t feel rational, but like these emotions and things, it’s like, in me, Coke feels more wholesome, even though it’s like sugar water, which is not really healthy for you, but relative to Pepsi, feels more wholesome. And Pepsi feels more like edgy and risky. But they’re almost the same thing.

Leslie Zane
But they manifest, as you just pointed out and dimensionalized so beautifully, they manifest very differently in people’s minds, and people have an inclination, a bias you could say, for one versus the other. And then, of course, there are people who go back and forth, but for the most part you’re either sort of pro Pepsi or you’re pro Coke.

And I don’t mean to just pick on Coke and Pepsi. We could talk about this for Apple and Samsung, for Nike and Adidas, for the Mets and the Yankees. I mean, this is literally every single category has this kind of dynamic, and these brands are basically vying against each other in people’s minds. And that’s what it is. It’s a battle for the terrain of your brain. And the brand that has the most terrain, the most territory, almost like a game of Monopoly, whoever wins the most real estate in the mind wins.

Because the three most important things, in terms of a framework that might be helpful to your listeners for the brand connectome, for you to have a healthy brand connectome it’s got to have three things. It’s got to be large. It’s got to be positive, lots of positive associations, not negative ones And, third, it needs to be distinctive. Those are the three things that you’re shooting for.

Large, because the more connections a brand has in the brain, the more salient it is, and the more it’s your instinctive go-to-choice, if that makes sense. So that’s critical. Two, positive associations, not negative ones. Negative ones hinder growth, so you want to get rid of those negative associations right away. And then, third, you want distinctiveness. You want to have some clarity and some distinctiveness, but that’s not nearly as important as the other two, the salience and the positivity. All three are important, but salience and relevance, positive association is really critical.

Pete Mockaitis
Also, if we zoom in to the experience of a typical professional, and we each in a way are a brand, a personal/professional brand, how might we apply these principles so that we are positively associated and featured in the brains of our colleagues, of our bosses, those who are deciding if we get raises or promotions or cool project opportunities?

Leslie Zane
I love that question. So, what you’re really talking about is the personal brand, and using your personal brand to make sure you get all those wonderful opportunities. I think of a brand as a seed that you plant in other people’s brains and other people’s minds. And what we want to do is we want to make that seed grow. So, the more positive associations we add to the seed, the more it lays down roots and pathways, and branches out. It turns into a seedling and then a plant. And then little by little, hopefully, a full-grown tree.

So really what we’re talking about is growth. We need to grow our brands in other people’s minds. And the way to do that is by keeping on adding lots and lots of positive associations and making more and more connections to those people’s lives. Not one dimensional, but multi-dimensional. And this is a key difference in our philosophy versus a lot of others, certainly, versus traditional marketing. Traditional marketing would say that every brand should stand for only one thing.

But I just told you, you need a myriad of connections in people’s minds to have a salient large brand connectome. So, it’s actually the opposite of what we’ve been taught, “Oh, Volvo should stand for safety.” No, Volvo should stand for safety, and advanced technology, and looking good, and having great styles, and great color.” Like, it needs all of those things, not just one thing. Because if your brand only stands for one thing, then it’s going to be basically invisible in people’s minds. It’s going to have a very tiny connectome.

So, in terms of your personal brand, you want to make as many connections as possible in people’s minds and just keep adding those positive associations, almost like nurturing it, nurturing your brand as if the associations are the soil, the water, and the sun that you would feed a plant.

Pete Mockaitis
All right, Leslie, so let’s say folks hear that and say, “Yes, I am so in. I am going to turbocharge my seed trajectory amongst my colleagues, boss, and stakeholders, collaborators at work.” What are some actions, behaviors, things that they might do so that we’ve got lots of very positive associations to us?

Leslie Zane
So, one of the first stories in my book, The Power of Instinct, is a story about a woman named Anna who’s trying to sell one of her ideas at a company. She’s trying to get them to use the marketing campaign that she wants them to use, and she’s having a lot of resistance, and the president of the company tells her that this is something that they’ve tried before and it didn’t work.

And so, she basically goes on a marketing campaign for her idea, and she goes to sales, and she goes to R&D, and she goes to the head of HR, and she starts to build, basically, build a marketing campaign around her idea by seeding positive associations with each one of those different audiences so that by the time they get into the big meeting everybody’s already positively predisposed.

Because the more, this is about early and often, the more times you seed your idea, and the more positive associations people receive about it, the more they’re going to buy in. And, little by little, your idea, that seed, is going to grow. And so, the same thing would be true, whether it’s your idea that you’re selling or if you’re talking about your personal brand itself.

Pete Mockaitis
So, when Anna’s doing this going around seeding positive associations, what does that mean in practice?

Leslie Zane
It means that she’s having conversations where she’s talking to the person about her idea, and she’s finding some shared common values that they can agree on. So, if she’s talking to sales, maybe she’ll be talking about the value of this idea to the selling process. If she’s talking to HR, she’ll be talking about the value of the idea for internally with employees and why this is going to be good for retention.

It really doesn’t matter what the specific case is, but basically what you want to do is you want to latch on to things that are already in your audience’s mind, and you want to leverage those and hook what you’re selling to that. This is all about leveraging the familiar and creating shared values between you and your audience, between you and your target, so that rather than selling against the conscious mind, which I told you is unpersuadable and only makes 5% of decisions, that is basically going up a brick wall.

If I tried to persuade you of something, you’re going to say, “I don’t think so. Thank you very much. I know what I’m doing. I know best.” You’re set in your ways. You’re stubborn. That’s just how the conscious mind works, and it’s true for everybody. So instead, what we want to do is we kind of want to go through this back door of the instinctive mind, which is much more malleable, it turns out, and I want to latch on to things that already exist in this target’s minds, and hook my messages and what I’m trying to sell to those things that already exist. That’s the path of least resistance, whereas, the conscious mind is the path of greatest resistance.

Pete Mockaitis
All right. Leslie, I’d love it if you could zoom way in on a case study. So, someone has taken the appealing to the instinctive mind approach for their persuasion campaign, can you lay out a case, in particular, of this person had this idea, and they were trying to win over person A, person B, person C who had these different values or connected pieces, and here’s how the magic unfolded up close and personal?

Leslie Zane
Well, I will tell you a story that happened early in my career, which I do think demonstrates the unconscious approach to winning over an audience. And remember that at the time, I was very young and I didn’t know how to do this yet, but I’m going to show you how it ultimately worked. So, I was working on the Johnson’s Baby business, this was many moons ago, and the business was not doing all that well.

And so, I had noticed that dads were getting more involved in caregiving, but we were still showing just moms and babies in the traditional Madonna and Child pose in all of our advertising. And I also noticed that when dads walked down the street pushing a baby carriage, mom’s heads would turn. That’s what they paid attention to. Not so much a mother walking down the street, but a dad walking down the street pushing a baby carriage.

So, I marched myself into my boss’s office, and I said, “I know what we need to do to turn around this business. We need to put the first father in a Johnson’s Baby shampoo commercial.” And he said, “Leslie, you’re crazy. It’s moms that buy these brands, these products, not dads, and there’s no research to support anything that you’re saying.”

But I kept on advocating because I felt in my bones that I was right. And that year, I got my performance review, and it said, “Leslie is too passionate about putting fathers in advertising, and this is an executional concern, not a strategic one.” Now, Pete, you know I used to work at Bain & Company like you did, and I had been told that strategy was my superpower. So, this was like devastating to me, but because I’m a crazy person, you don’t know me very well yet, but I don’t take no for an answer.

I kept on advocating in spite of this, and I think at a certain point, they just gave in because they were exhausted, and they put the first father in a Johnson’s Baby Shampoo commercial, and the business took off. It was the highest-scoring commercial in the company’s history. What I had found was a trigger. I had found my first trigger, a cognitive shortcut. Father and baby was a creative twist, a distinctive twist on mother and baby, that brought all these new positive associations to the brand that it didn’t have before.

Progressive brand, giving mom a break, and a father tenderly taking care, the strength of the dad, tenderly taking care of a newborn was this phenomenal visual contrast that you didn’t get with mother and baby. There were just all these positive associations that just took Johnson’s Baby to a different level. And it worked at the subconscious level that wasn’t captured in any of their research because it was something that was operating at an implicit level.

And so, that is a really good example of something you can use, whether it’s for a brand or a business that you’re on in your in your work, or you could also look for triggers like that to sell your ideas. But that’s what it’s all about, verbal triggers, visual triggers, finding those cognitive shortcuts that already exist in people’s minds, and sort of co-opting them and linking your business, your brand to that thing. That make sense?

Pete Mockaitis
It does, and I love it. And what’s flashing into my mind, look, I guess that’s my connectome, right? The associations here is I’m thinking of the movie, “Planes, Trains, and Automobiles,” and we’ll link it in the show notes, this clip, when I think they’re stuck in an airport, and they need to get some cash? Have you seen this?

And John Candy, he’s a sales guy, that’s what he does, and so he has a bunch of shower curtain rings. And so, he goes from group to group to group, just saying exactly what they want to hear. So, there’s a bunch of teenage girls, and he put the shower curtain rings on their ears like earrings. He said, “Wow, boy, these really make you look older. Boy, you can really pass for 20 or 21 even.” And so, they just hand out their money, because he’s connecting to something, like, “Yes, I am trying to get into, I don’t know, dance clubs I shouldn’t be going to at my age, but I can’t get into.”

And we’re just sort of connecting to the desire. They had no desire for shower curtain rings before, but now, by golly, you have linked that to something that they want, that they want deeply. So, well, now, Leslie, I’m thinking, well, the hard part is figuring out, well, what is it that people want deeply and that we can trigger to get this effect going for us?

Leslie Zane
Yeah, and that takes research, and I can’t give you the magic bullet to that. I can only just give you examples from different categories of what are great triggers, and then I think that could kind of get the ball rolling. So, for example in the bottled water category, the snow-capped mountain is a growth trigger. It’s an amazing succinct device that has all of these positive associations associated with it.

So, you just look at a snow-capped mountain, and if you’re in the bottled water category, you know that stands for pure, pristine, water from the glaciers, fresh, natural, cold, clean, all these positive associations. So, you take that little snow-capped mountain and you put it on your bottle and, now, suddenly, the bottled water inherits all of those positive associations. And you don’t have to save them because they are already built into our brains over time from our learning, from our education, society, culture has done all that for us.

And so, that’s really the beauty of triggers. This is a way to leverage what already exists in the mind because human beings are hardwired to connect with the familiar, with the things that we already know, and you latch on to these things, and it enables your message to go down into people’s memory structure much faster, much more easily, without confronting that conscious mind that’s resistant to change.

Pete Mockaitis
Well, and what’s kind of wild is that snow-capped mountains have good associations like clean, pristine nature, whatever. When in fact, bottled water can be kind of problematic for the environment, and it’s sort of like, “Oh, I feel like this is wholesome and pure.” It’s like, “Well, you know, there’s many things you could point to that says this is destructive and evil from some business practices or value systems that you evaluate it.” But none of that is consciously happening, it’s like, “Ooh, that looks pure and wholesome. I like that.”

And I’m also thinking about carpets. Carpets always got to have a baby on them. There’s always a baby on the carpet because it must be soft and pure and wholesome and homey and cozy if this little baby is on that carpet, right, because this baby wouldn’t be on a toxic, harsh, troubling surface, would it? And so, in a way, well, Leslie, it feels like there’s a way of real responsibility to behave ethically with this powerful force that we’re playing with here.

Leslie Zane
I mean, that’s definitely true, and it goes really way beyond these cognitive shortcuts and these triggers. There’s really a whole philosophy that I talk about in the book. The fact is marketing is really doing it all wrong today. Traditional marketing has it upside down because when you think about it, the rules of marketing were created like 50-60 years ago when we thought the conscious mind made decisions, but that’s not the case.

The real case is that our instinct of mind is making most of our decisions, so we really need a whole new rulebook for how to go about changing people’s minds, changing their behavior, getting them to buy our brand, getting them to hire us, enabling us to get into the college we want, whatever it is that you’re trying to achieve. My book kind of lays out the rules, the new rules of marketing that displace the old rules.

So, here’s another example. The old rule of marketing would be that your core customer is most important and you should spend all of your time on your core customer. Well, the fact is the core customer is really a trap. Your core customer is never going to tell you what you really need to know about your negative associations because they’re happy with you as you are.

They’re not going to help you evolve. It’s going to really be hard to get more sales out of them because how many bottles of shampoo can one person use? You can only get so much out of your core existing customers. And so, if you want to grow, the most important thing you can do, the best thing you can do is to reach out to the people you don’t have.

So, your growth target, the prospective customer, is really far more important to increasing growth at an exponential rate than your core customer. It doesn’t mean that we ignore our core customer. Of course, we take excellent care of them. But where we want to prioritize our resources is really the growth target because, otherwise, you have a leaky bucket. There’s always some people who are leaving you.

And so, if you’re not constantly replenishing your existing customer franchise, you will have a leaky bucket. So, that’s just one more example of how those traditional marketing rules kind of get it wrong. And the new rules are really critical for getting the growth that you want according to how instinct really works.

Pete Mockaitis
Yeah, that’s really good. And I’m thinking about all sorts of elements of persuasion, whether you’re doing a presentation, or you’ve got a landing page and you’ve got your headline, your copy, and you’ve got your images. Tell me if this feels right to you, Leslie. It’s like the focus of this message should be less upon “This is the superior option for these six key reasons,” and more of just like getting the trigger that makes you go, “Yes!” like that moves my heart and soul. Like a snow-capped mountain, like a baby on a carpet.

And that is the hard part in terms of like, “What does it for you?” For someone, it might be flyfishing, it’s like, “Oh, the freedom, the escape, the peace, the adventure.” And for someone else, that totally doesn’t do anything. And so, to really understand what gets people going, any pro tips on how we do our research to elicit that?

Leslie Zane
Well, first of all, I want to validate what you’re saying because what you’re basically saying is that if we use very overt messages, like, “Here are the six reasons why you should listen to my podcast,” that is not going to work very well. But if you connect with your audience on shared values, on shared images, on fantasy, and we can talk about that, then you’re going to have this collaborative approach.

So, I think of that overt approach as sort of confrontational. You’re basically telling me what to do, and most humans don’t like to be told what to do, but this is about being collaborative and basically knitting your message, knitting your brand into the brains, almost like a symbiosis between the brains of your perspective users, because we’re talking about growing audiences, and growing your following, and growing your brand.

So, that’s really what we’re talking about, is being collaborative with them, and finding out things that they care about. But that doesn’t mean you want to lose your identity, and only show them things that they care about. You want to find the things where you have commonality while still keeping your own identity.

One of the biggest mistakes people make is they think, when I start talking about this, they think that I mean that they should be emotional in their messaging, and that actually doesn’t work at all, because emotion goes in one ear and out the other. And I also can’t tell people how to feel. That’s another example of being overt. So, what we really want to do is create distinctive brand assets, because distinctive brand assets and distinctive brand triggers, those are the things that are sticky that last in people’s memories, and that would be things like verbal triggers as well as image triggers.

So, we’ve already talked about image triggers like a snow-capped mountain, or like the dad with the baby, that’s an example of an image trigger. An example of a verbal trigger would be “Just do it” or “Do the Dew” from Mountain Dew. These are verbal triggers that get lodged in people’s minds and memories and are very, very sticky. They remain.

Pete Mockaitis
And it’s so funny, like, when I drink Red Bull, I think about all the marketing, or “Do the Dew, or “Red Bull gives you wings.” And so, sometimes I even say to myself, I’m just joking, “I’m going to slam a Red Bull because I’m so extreme,” and I’m just kind of being silly. But, in a way, there is something there in terms of, “Yeah, I’m about to get some pretty serious about the thing I’m about to do, and I would like to be caffeinated as I do so.”

And it’s funny, so we both have roots at Bain. I remember there was a bit of copy in the recruiting literature. They kept using it for years and years, and it might still be there, I haven’t checked. And it resonated with me, and I think that’s why they kept it around so much, and they said, they’re sort of like, “Hey, what’s it like to work at Bain?” or, “What are Bainies like?” And they’d said, “We laugh a lot.”

And I thought that was perfect, because, one, I like to laugh a lot, and who doesn’t, right, really? But I thought it was fantastic because it was distinctive. I didn’t see that in the other information sessions with companies that were recruiting on campus, and it was something that I wanted for my experience of work and colleagues, and I found it to be generally true, like, “Yeah, sure enough, we did. We did laugh a lot.”

In our collective analytical dork-dom, was able to find humor, shared humor and some stuff in a way that I don’t, still to this day, don’t find with many people. It was kind of special. We did laugh a lot. And so, that was money. That was magic. And they stuck with it for a long time, and again, it seems like you got to do the research to surface those things. Like, “What’s distinctive and resonant for folks?” And ChatGPT isn’t going to spit it out for you.

Leslie Zane
Yeah, no, I think that’s exactly right. And, really, where you want to do your research is with your growth target. So, most people would think you’re going to find it by talking to your existing customers. You’ll find what turns your existing customers on, but that’s not going to help you know how to win the new people over. So, you really have to find out what are the barriers, the implicit barriers in your growth targets’ minds.

I promise you that’s the key to growth because if you can take down those barriers with positive associations that overcome those barriers, you can get those people to come over. That is the freeing enlightenment that is out there to be understood. In fact, I would argue, you should not create a strategy for your company without knowing the implicit barriers of your growth target. And I tell you how to do this in my book. Each chapter is basically another rule or principle for how to go about this.

But another example is fantasy over reality. We’re told in marketing that you should show reality to your customers. That’s what they want to see. And if you ask consumers, they will tell you every single time, “I want to see reality.” But I told you, don’t listen to what people say, because what people say and what they do are two completely different things, because all of our research shows that people connect and go to fantasy every single time. Even that Red Bull example that you just used. The guy kind of going up in the air with the wings. That’s fantasy. And that’s what we want. We want fantasy. We want to fulfill our dreams.

Pete Mockaitis
So, just to make it all the more real, Leslie. Let’s just say I own a podcast production company, and I do. And let’s just say our core customer is wealth managers, and they are, but I’m seeing some opportunity with the growth zone amongst psychologists or mental health professionals, and I do. So, what might be an example of an implicit barrier of someone who has a psychology practice who’s thinking, “Oh, maybe we should launch a podcast for marketing, but I don’t know,” of like what an implicit barrier might be and how that might be addressed?

Leslie Zane
For them to create their own podcast or to come listen to yours?

Pete Mockaitis
Yeah, so the idea is like we sell a podcast launch service and they would launch a podcast as a means of promoting their practice.

Leslie Zane
I mean, I don’t know what their negative associations are. We need to go out and discover that. But we could guess, I wouldn’t rely on that, but we could guess that maybe they think this is too business-oriented, or that they wouldn’t have the expertise to do it, or that it would take up too much of their time, or they wouldn’t be able to get good guests, or any number of those things.

They may also have a certain image of what a podcast host is like, and maybe they feel disconnected with that image. Maybe they think it’s a certain type of person that’s a narrow persona, and they think of themselves as more mainstream. I don’t know. It could be any one of those things, or none, or something completely different.

But that is the discovery process, and it’s actually really exciting. Because once you understand what the negative associations are that are holding back the people you’re trying to get, you’re empowered. You actually know what you need to do from a business standpoint. Instead, you’re just throwing spaghetti against the wall guessing at your business strategy.

Pete Mockaitis
Oh, that’s cool. And then the implicit side of this is not so much like, “Hey, you could be a podcaster, too.” “You know what? I don’t care.” Like someone’s like, “You know what? I don’t care for Joe Rogan. That’s who I hear when I think of podcasts. I think of podcasts, I think of Joe Rogan. I don’t care for Joe Rogan.” And it’s like, “Oh, well, if we showed imagery of a 24-year-old tattooed woman, you’re like, ‘Oh, well, that’s not Joe Rogan. That’s more like me. Huh, what’s this about?’” You certainly got some curiosity going there.

Leslie Zane
Yeah, or even somebody, like, I know I’m making this up, but let’s say, I don’t think this is true, but Reese Witherspoon, who has this big company now, and she’s got a production company, and she’s got a million different things going on. We learned, for example, that she started out as a podcast host, right? So, like finding aspirational people and/or celebrities who actually started as podcast hosts and were able to build their business into a mega brand. That would be another way. People want fantasy and they want that aspiration, and they want all the possibilities, and they should have them.

Pete Mockaitis
Well, now, you’re talking about fantasy, this is making me think of, like, in the fitness communities. Like, folks will say, “Oh, this is a hardcore workout that equipped so-and-so to pass Special Forces or SEAL training or selection, or that this celebrity used to get jacked for his superhero role in a movie.” It’s like, “Oh, yeah, I want to get jacked like Chris Pratt or Wolverine or whomever.” And so, it is speaking to fantasy, and it’s powerful, even though it’s like, “I’m not going to be in a movie, but I think I should work out like that guy, because, wow, I could be so pumped and buff like him.”

Leslie Zane
That’s exactly right. We want to buy the dream, we want the aspiration, and those celebrities. And, obviously, you don’t only have to do this via celebrity because that’s very expensive. But the idea is to tap into people’s aspirations and what they want to be and where they want to see themselves a few years from now.

Pete Mockaitis
And it could totally be mundane. It’s like the manager dreams of a day in which he doesn’t have to fiddle with seven different software tools to get a simple thing done. And so, then we sort of just see what’s something that is simple and elegant and reliably just works in this person’s life and whatever, it’s a hammer, it’s a saw, it’s a favorite pencil or pen. And then we just sort of see how we can kind of get things linked up from the idea I have, “Hey, let’s use a single software platform to this simple tool that reliably works and delights you with that.”

Leslie Zane
A hundred percent. Sounds good to me.

Pete Mockaitis
Okay. Well, you got my wheels turning in so many ways. Leslie, tell me, anything else you want to make sure to mention before we shift gears and hear about some of your favorite things?

Leslie Zane
I would just say that I have another sort of construct that I find useful in terms of growing brands and growing, whether it’s your personal brand, your business, your idea, whatever it is you’re selling. By the way, we’re all marketers. I talk about marketing a lot, but everybody’s a marketer. Everybody’s selling something, even if it’s trying to get, sell your kids on doing their homework, you’re still selling something.

And that formula is keep, stop, add. Keep the positive associations you already have in people’s minds. Hold on to those and keep reinforcing those so that they’re not forgotten, because it’s like learning. The more you reinforce it, like studying, the more it stays sticky in people’s minds, and the more it’s remembered.

Stop the negative associations that you may be sending out inadvertently, that you may not even know you’re communicating, but they’ve collected in people’s minds because people connect the dots in their minds in ways that are very often competitively disadvantaged for you, but you want to understand what it is that those connections that they’re making that could be hurting you, and you want to replace those negative associations with positive ones.

And then the add, is add new positive triggers that are packed with so many positive associations that they sort of explode your brand connectome overnight, and increase the salience because salience means it’s the instinctive go-to-choice, and the moment that your brand is more salient than the next guy, it has a larger brand connectome, that’s the moment that people come over to you, or you get promoted, or your business grows double digits, etc.

So, keep, stop, add. It’s a very useful formula. The reason it’s useful is because some people, when they try to change their brand, they change too much and they forget the keep. So, this is about evolution, not revolution. You don’t want to lose your identity to the people that you already have. Keep, stop, add.

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

Leslie Zane
Well, one of my favorite quotes, because it happens to fit with how I think personally as well as professionally, is, “When you stop growing, you start dying,” which is a quote from William Burroughs. I like that quote because I think all of us should always be learning and educating ourselves to grow. And I think it’s true, when you stop growing, you start dying.

But it also happens to also be true brands and the brand connectome that if you’re not constantly evolving and adding new positive associations to your connectome, little by little it atrophies. And so, it turns out that growth is what it’s all about. It’s important for us and it’s important for our brands in order to thrive.

Pete Mockaitis
All right. And a favorite study or experiment or bit of research?

Leslie Zane
So, my favorite research is the research that we do every day here at Triggers. We have so much of it. We’re literally doing research every day, and what we consistently find is that the growth target has a very different connectome than the core customer. The core customer has a myriad of connections, and the growth target is missing positive associations and has some negative associations. And it’s the contrast between the core and the growth target that you really want to examine.

So, it’s very useful to understand that the mind maps of those two targets are very different, and your job is to add positive associations to your growth target and to take down those negative associations so you can turn a growth target into a core customer.

Pete Mockaitis
All right. And a favorite book?

Leslie Zane
My favorite fiction book right now is The Measure by Nikki Ehrlich. I highly recommend it. It’s phenomenal. In the book, everybody receives one day, a little box on their porch that has a thread in it, and the thread is a measure of how long your life is going to last. And each person decides whether they’re going to look in the box or not look in the box.

But from that premise, a whole bunch of things happen. It’s a phenomenal premise. She wrote it during the pandemic. Nikki, she’s a very young author in her early 20s, and it’s a bestseller. It’s being turned into a movie. It’s super exciting, and I would highly recommend it.

Pete Mockaitis
All right. And favorite tool?

Leslie Zane
My favorite tool. I didn’t see that on your list. I’m going to ask you to… I don’t know what you mean by that.

Pete Mockaitis
Oh, sure. That’s just something you use that helps you be awesome at your job. Sometimes people will point to an app or a platform or a thought framework.

Leslie Zane
My favorite tool is the brand connectome because it really helps you understand how the world works. Everybody has a brand connectome, everybody is a brand, whether it’s the candidates running for office right now for president of the United States, or the brand or business that you’re working on. If you understand the brand connectome, you kind of understand how to navigate the world and make success in it.

Pete Mockaitis
All right. And a favorite habit?

Leslie Zane
My favorite habit is boxing. I do it four times a week. It helps me get all my stress out, and I love the metaphor of kind of overcoming challenges. And I think boxing kind of fits with my personality. I really love it. And it’s also a great way to get tremendous exercise without ruining your knees.

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

Leslie Zane
I’ve got three of those. These are some things that that I say in the book and that also people have quoted. First, “A brand is known by the associations it keeps.” That’s a really helpful way to think about a brand is. “You don’t make your choices. Your brand connectome does.” And, “You can’t persuade anybody of anything, but you can leverage their instincts.”

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

Leslie Zane
ThePowerOfInstinctBook.com is where they can see the various tiers of offers in terms of my book and get discounts, etc. So ThePowerOfInstinctBook.com. And you can also link with me on LinkedIn, Leslie Zane. I love meeting new people and I’m very responsive.

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

Leslie Zane
I would just say stop trying to persuade people to do what you want and instead grow your brand, your business, your idea, your personal brand by harnessing instincts, because if you do that, you can work with the brain instead of against it, and achieve anything you want.

Pete Mockaitis
All right. Leslie, thank you. This is fun. I wish you all the best.

Leslie Zane
Thanks so much, Pete. Thanks for having me. This is a great conversation.

972: Amy Edmondson on How to Fail Well

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Amy Edmondson shares how to minimize unproductive failures and maximize intelligent ones.

You’ll Learn

  1. What separates good failure from bad failure 
  2. The surprisingly simple tool that prevents many failures 
  3. How to stay motivated in the face of failure 

About Amy

Amy C. Edmondson is the Novartis Professor of Leadership and Management at the Harvard Business School. Her work explores teaming – the dynamic forms of collaboration needed in environments characterized by uncertainty and ambiguity. She has also studied the role of psychological safety in teamwork and innovation. Before her academic career, she was Director of Research at Pecos River Learning Centers, where she worked with founder and CEO Larry Wilson to design change programs in large companies. In the early 1980s, she worked as Chief Engineer for architect/inventor Buckminster Fuller, and innovation in the built environment remains an area of enduring interest and passion.

Resources Mentioned

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Amy Edmondson Interview Transcript

Pete Mockaitis
Amy, welcome back.

Amy Edmondson
Great to be back.

Pete Mockaitis
Well, I am super excited to hear your wisdom and talk about failing well. And I’d like it if you could kick us off with one of your favorite failures, personally or professionally?

Amy Edmondson
My favorite failure has to be the time, as a second year PhD student, I had a hypothesis that better teams would have lower medication error rates. I finally got the data after six months of data collection, put it all together, ran the numbers, and, alas, I had failed. My hypothesis was not only not supported, it was 180 degrees wrong.

In other words, the data suggested that better teams measured by a validated team survey instrument had higher error rates, not lower. So, that was just, you know, my dreams of publishing a paper evaporated in a moment as I looked at the screen, and I felt quite despondent about it. So, that was a failure, right? There was no question about it. But of course, it’s a favorite because, ultimately, it pointed me in the direction of a success.

Pete Mockaitis
Well, tell us about how that unfolded.

Amy Edmondson
Well as I tried to figure out what this might mean, “What does it mean when a valid team survey assessment data suggests that these are really better teams, they’re better led, they’re more engaged, they have higher quality relationships? What does it mean when those kinds of teams appear to have higher error rates than their counterparts?”

And it suddenly occurred to me, and what I later thought of as a blinding flash of the obvious, that maybe the better teams aren’t making more mistakes. Maybe they’re more willing to report them, maybe they’re less likely to cover them up, to keep them secret, to shove them under the rug. And the more I thought about that, the more possible, even likely, that became. And, of course, it’s hard to talk about mistakes at work. It’s hard to admit you’ve done something wrong. It’s hard to ask for help when you don’t know quite what to do.

And because of that, what I increasingly started talking about, interpersonally risky nature of those behaviors, it would, in fact, be, at least, it could explain the unexpected findings. It could be an alternative explanation, that the dependent variable, the error rates, was actually a faulty measure. It was a measure that was subject to reporting bias. And just having that insight, of course, wasn’t enough to prove it or to do anything else with it, but it led me down a path of trying to understand whether teams, in fact, have different interpersonal climates, especially around something fraught like error.

And if so, would that affect their learning behaviors? And if so, would that affect their performance? And so, that led me down a road of doing a very different kind of research, which was to sort of explore those possibilities. Later, I called that interpersonal climate, with the input of a peer reviewer on a paper, psychological safety. And so, that was sort of the birthplace of a, then, thriving research program on team psychological safety, which turns out to be a very powerful predictor of team performance in a variety of industry contexts.

Pete Mockaitis
That’s right. Psychological safety is huge, and you are the queen of it, and thank you for sharing those insights with us in our last conversation. So, yeah, now let’s dig into some of the goodies you shared in your latest book, Right Kind of Wrong: The Science of Failing Well. Any particularly striking, surprising, counterintuitive discoveries that you made along the way and put forward in this book?

Amy Edmondson
Yes, you know, the failure I just described was what I do call in the book an intelligent failure, and it’s intelligent because, and in research there’s many intelligent failures if you’re doing it right, which is that you are pursuing a goal of developing new knowledge. It’s in new territory. We don’t yet know what will happen. You’ve got a hypothesis, like you’ve done your homework to find out what we know, what we don’t know, and you have a good idea about what might work, and the failure is no bigger than it has to be.

You don’t spend your whole research budget on one experiment. You sort of do it thoughtfully so that you can learn in a reasonably efficient way. And so, science is full of intelligent failures, of course. But I think the surprising thing that I learned through all of this research is that, as human beings, we respond similarly to intelligent failures as to what I’ll call basic and complex failures, the preventable kind, meaning our emotional reactions are similarly negative and unhelpful.

As I started telling my story of my research failure as a second-year graduate student, the emotions I felt were downright catastrophic. I was starting to envision I’ll have to drop out of graduate school, I’m no good at this, I failed, you know, crazy stuff, which is just factually wrong-headed, but that’s where your brain goes. A failure is always disappointing, and when you have one, you can easily, or at least I can, spiral into unhelpful, unhealthy thinking.

And so, I think an opening surprise or insight is that, even though some failures logically are wonderfully helpful in making progress in new territory, we are vulnerable to having an emotional reaction to them that, then, precludes us from learning what we need to learn from them.

Pete Mockaitis
Yeah, that is huge, and I want to dig into that in some real detail. But first, could you maybe make the grand case associated with failure being okay, or the main thesis, or the takeaway from Right Kind of Wrong?

Amy Edmondson
Yeah, so it’s not actually as simple as “Failure is okay.” It is as simple as intelligent failure is not only okay, it’s praiseworthy. If you are willing to take risks, and we all must be in order to make progress in our lives and in our jobs, if you’re willing to take risks in new territory, you will face some failures along the way, otherwise, they weren’t risks. If everything you try just goes perfectly, you’re probably not stretching very much, and that’s not a way to be awesome at your job.

So, those are the kinds, you know, the intelligent failures in new territory are indeed the kinds we’ve got to sort of develop the muscles to welcome them, and be not only not despondent about them but actually genuinely delighted by the opportunity to learn and sometimes pivot. But it is equally a book about pulling together what we know about the best practices for preventing preventable failures. One kind of failure I identify is a basic failure, which has a single cause, usually human error, or deviation from the process or protocol or recipe, and those are theoretically and practically preventable.

And so, for instance, in a new job, if you are looking around and you’re not quite sure what to do, and you don’t feel comfortable asking someone, and then you do it wrong and it leads to a failure, that’s a basic failure, and those we aren’t so excited about. It’s a book about failure but it’s really a book about success because the idea is, “Let’s do everything we can to execute well in known territory and to explore well in new territory.”

Pete Mockaitis
Well said. Well said. Well, let’s continue this typology or categorization here. We’ve got basic failure, a deviation from the recipe. My wife and I, we joke about this all the time. She’s like, whenever I cook something, and she said, “Wow, that was great. What’d you do?” And I said, “I did exactly what the recipe told me to do, because I have learned from many, many basic failures, that whenever I think I know better, or this is no big deal, how about I do this little twist, it almost always ends poorly,” unless sure enough, I’ve done the recipe many times, and I thought “Okay, I know how this works. I’m going to put a little extra of this in there because I know that I like this.” And it usually works out okay in those circumstances, so I like the word recipe in there.

Amy Edmondson
ecome an expert in it, and then you’re in a good position to experiment.

Pete Mockaitis
All right. So, we’ve got our basic failures. And then what else?

Amy Edmondson
Complex failures. So, complex failures are quite simply the perfect storms that bother us and show up in our lives and our organizations. They are the failures that are caused by a handful of factors coming together in just the wrong way, any one of which on its own would not lead to a failure, but the fact of their coming together. Let’s say you accidentally set your alarm clock for p.m. rather than a.m. I’ve done that.

So, maybe you wake up a little late but you still can get to that important meeting on time, but not if you also hadn’t realized your gas tank was hovering on empty and there was a tractor-trailer accident on the highway, five little things happen, none of which on their own would have led you to be late for this important meeting, but they all came together to lead to this complex failure.

Our lives are complex, our world is complex, so complex failures are kind of on the rise, which is depressing. But I think the silver lining of complex failures is that all you really have to do is catch and correct one of the things. Now, some of them are external. There was nothing you could have done about the tractor-trailer, except if it was a really important meeting, you leave a lot of buffers in there. So, then you would have taken extra care to have set the alarm accurately.

But the beauty of them, I mean, the bad news about them is that they’re sort of everywhere and they can just happen when we’re not really at our very best. The good news is, when we’re vigilant, we can catch and correct, and if you sort of catch and correct any one of the factors, you usually can dodge the failure.

Pete Mockaitis
Okay. And talking about the emotional piece, those are the situations, when you can feel it progressively melting down, that just drive you bonkers.

Amy Edmondson
Yeah, likewise, you sort of see it in slow motion heading your way, and maybe it’s too late to change it, but maybe there’s still time, or at least you can put in a plan B. You can make that phone call and explain and maybe reschedule.

Pete Mockaitis
All right. And we have additional categories?

Amy Edmondson
Nope, just the three: intelligent, basic, and complex. And there’s a bright red line drawn between intelligent and the other two because the intelligent ones are the ones that we need to have more of, we need to welcome, we need to just force ourselves to like them. And the other two, we need to kind of sit up straight, pay attention, and try to prevent as many as possible.

Pete Mockaitis
All right. Well, I was going to ask, sit up straight, pay attention, that doesn’t sound hard.

Amy Edmondson
No. That doesn’t sound…yeah, that’s not complete, is it?

Pete Mockaitis
Yeah. Are there some basic protocols, or checklists, or things you recommend to help us prevent those?

Amy Edmondson
Yeah, absolutely. And as I start talking about these things, the worry I always feel is they sound so basic, they sound so simple, and they are. And, unfortunately, they need to be used with intent. So, a checklist, for example, it’s a brilliant tool. It helps us remember to do some of the right things, when maybe it’s just a little complicated, and it would be easy to miss something, turning the anti-icing on, for example, taking off on a wintry storm day, and so we have these structures and tools to help us do the right thing.

But if you have those tools and structures in your life, or in your organization, but you’re using them, roughly speaking, in your sleep, just not really paying attention, not using them with intent, then they don’t help at all, right? If you’re sort of going through the motions of using a checklist but you’re really not paying attention, and you have just a habit of check, check, check, check, check, without your brain in the game, they won’t work. So, no tool is good enough on its own to overcome kind of the vagaries of human nature and lack of discipline.

Pete Mockaitis
And when you talk about good enough, I’m thinking about some people think that they are too good for the checklist.

Amy Edmondson
But that’s another point, isn’t it?

Pete Mockaitis
A Checklist Manifesto, or something, talk about surgeons or whatever, who were reluctant to lower themselves to simply be in checklists.

Amy Edmondson
Right, and that’s because they had the wrong mental model. So, even the wonderful Atul Gawande, who wrote the book, The Checklist Manifesto, I remember hearing him interviewed on NPR, and it was so brilliant because he was asked by the interviewer, “You’re a Harvard surgeon, and so on, a beautiful writer, do you use a checklist yourself in the operating room?”

And he said, “Well, in writing this book, I knew I’d be asked that question, so, of course I had to force myself to use them, even though,” he claimed honestly, “I didn’t think I needed it, right? That’s sort of for mere mortals, but not for me.” I mean, he didn’t say it that way, but it’s exactly, as your question, put it. And so, he said, “And I discovered something.”

He says, “Never does a week go by that that checklist, that I forced myself to use because people like you would be asking me this question, never does a week go by where that thing doesn’t save my process in some way. So, in other words, it turns out I am mortal. I am vulnerable to making mistakes and this very simple, simple tool, this checklist, has saved me on numerous occasions.”

Pete Mockaitis
And I’m curious, as we think about professionals and basic failures, what are some basic failures you see over and over and over again that might be well-suited to a checklist or some sort of a tool along those lines?

Amy Edmondson
If we all think about our experiences as customers, or as patients, just on ordinary annual checkups or something, trying to get the schedule, or trying to, you know, there’s so many organizations that don’t work as well as they should, that you can look around and say, “This could be better with just a tiny bit of scaffolding to allow the recurring, repeating activities to be a bit more programmatic, a bit more supported.” And I know that’s very abstract, right?

Pete Mockaitis
But no, I think that’s a huge tool right there in terms of, you know, it’s funny when we instituted this, when I’m making courses, I have someone, his name is Ian – shoutout to Ian – and we’ve given him the title of Neutral Ambassador of Learning. And the idea is that Ian had nothing to do with producing any of the materials anywhere around the chain, but his role is to step into what we’ve created, and be that first observer, that first voice, and tell us, “All right Ian, what’s wrong? What chapter title was off, wrong? Which bits of the content seemed incomplete or confusing?”

And it’s fantastic! He surfaces all sorts of things, like, “Oh, we were so close that we didn’t even notice.” But with every customer experience kind of a situation, you’d think it’s like, “You know, if you actually tried to fill out this form yourself once, that you’re making us fill out thousands of times, you’d realize that I need more than an inch and a half to write an address. You’d know it on your form.”

Or, that, “Maybe there might be a means by which you can take my name and birth date from one medical form and auto-populate that into the nine other medical forms I have to go through, to have this doctor’s appointment.”

Amy Edmondson
Because if you can do that, you are reducing the likelihood of error, of just simple human error… You probably won’t screw up your birth date. Although sometimes, on my birthday, I screw up my birthday every year because I just automatically write, once I’ve started with my birthday, the year follows naturally.

And so, there I am writing a year from many, many decades ago in the form, when it’s like, “Oh.” It’s just a simple brain malfunction. Right, you write the actual birth date, but yes. So, now I’m thinking, “What are the failures that could’ve been avoided with a simple checklist or making the thing a bit more programmatic?” For instance, in the world of podcasts, I have been on at least one where there was a failure to press record. It’s not catastrophic, nobody dies, but, boy, it can feel almost catastrophic.

Pete Mockaitis
That happened to me once. I felt so embarrassed.

Amy Edmondson
So bad, where you’ve spent all this wonderful time and energy, and then, “Oops. Oops.” It was great for us but the rest of the world would not hear this one, and doing it a second time is just not…but that is one of those errors, by the way, that you learn from and rarely do it a second time. But it is certainly possible to never do it the first time also.

Pete Mockaitis
And I love it, in the software now, we’re on Riverside, and I believe it does this too, it’ll now tell you. If we’re chit-chatting for too long without record, a notification will come up, “Notice, you’re not actually recording now.” So, that’s cool though.

Amy Edmondson
Which is good! Which is good, right? It’s sort of a little check. It’s a check that’s built into the system.

Pete Mockaitis
I dig it. Okay. So, then let’s talk about these intelligent failures. You say there are a few criteria that we need to check in order to say that something is an intelligent failure before we could just give ourselves credit, and say, “Oh, that was an intelligent failure. It’s okay.”

Amy Edmondson
Yes. So, first and foremost, it’s in pursuit of a goal. I’m not against just messing about, playing with resources, but that’s another category of activity. That’s play. But if something is an intelligent failure, it is the case that you are pursuing a goal, whether that is a better recipe, or a life partner, or an innovation in your job at work, but it’s something that you’re hoping to accomplish and improve, and it’s arguably in new territory.

It’s not possible to just get the answer for what will happen off the internet. There’s no way to get the new knowledge you are trying to get to make this progress without trying it, without the experiment, and you have a hypothesis where you’ve done enough thinking and homework to have a good sense that this might work, “I know it’s not a slam dunk, but it might work.”

And then, finally, fourth criterion is the failure, if it happens, is no bigger than necessary. It’s just as big as it has to be to give us the new knowledge that we need. And I always say there’s sort of a bonus fifth criterion, which is you take the time to learn from it. And so, those four criteria – pursuit of a goal, new territory, done your homework, no bigger than necessary – can apply to all sorts of realms. They can apply to a blind date. They can apply to improving that cookie recipe. They can apply to an assignment in your job.

Pete Mockaitis
That’s great. Well, now, Amy, I’d love it if you could give us some fun examples of taking this mindset and approach, and doing it with gusto. What came to mind for me was I’m thinking about Tony Hsieh’s Zappos story, is that one of the first things he had to test was, “Are folks even willing to buy shoes online?” This was back in the day. He didn’t know yet. So, he partnered with a shoe store and said, “Hey, here’s the deal. I’d put a photograph of the shoes in the store, and every time I sell one online, I’ll come here and buy it from you, and then ship it to them.” And so, that’s wildly inefficient from, like, a profit perspective.

Amy Edmondson
Right, but it’s brilliant. It’s brilliant.

Pete Mockaitis
But from learning, yes. It nails it.

Amy Edmondson
Because imagine, I mean, compare that little experiment, expensive experiment, but compare that to setting up a whole warehouse and filling it with shoes of all sizes, and then sort of waiting and hoping. I mean, since we don’t know if customers will buy them online in the first place, what if they don’t? Well, we have just spent tens of thousands of dollars filling up our little warehouse here with shoes, and it failed. That’s not so good. Whereas with him, if it had failed, then all he would’ve lost was a little bit of his time, and maybe he would’ve disappointed this nice shoe store, but no harm done, really, right? So, it’s a beautiful example.

Pete Mockaitis
Absolutely. Well, so please, give us some more. As we’re thinking about professionals who want to have more intelligent failures more often, any cool tales that illustrate how this could be done well in practice?

Amy Edmondson
One of the intelligent failures, and it’s not professional, it’s personal, that I love, intelligent failure stories, is my high school friend, Laura, who in her 40s, decided she wanted to learn how to play ice hockey, which is kind of crazy if you think about it, but, anyway.

Well, she lived in New Hampshire, so she thought it was really one of the things that people around her did all the time, and so it seemed like a good social activity and so on. And I think, it almost goes without saying, that her first forays onto the ice were failures, and it was intelligent because, again, she had a goal to join this league, to have some fun. She had done as much as you can do. She’d skated as a child, but in figure skates, not hockey skates. She knew enough to know that she sort of liked sliding around on the ice, and she didn’t try to join the Bruins or anything. She joins this sort of local women’s league.

And certainly, those first few weeks would not have made her a very valuable team member but she got better and really fell in love with the sport, and it remained an important part of her life now. So, that’s where someone is willing to take the risk of doing something new that might not go well. It’s not new territory for the world, but it was certainly new territory for her in her life.

I suppose in business, you bring up Tony and Zappos, but earlier than that, Amazon, obviously buying books online is not as challenging as selling shoes online, but really, “Would enough people go? Could you make it? Could you make a company work out of that?” And, of course, we later understand that Jeff Bezos had much bigger dreams in mind, but he didn’t start with, “Okay, I’m going to become the retailer of everything,” and assume that’s going to work.

He started with, “Well, let’s see if we can sort of create a little bookstore online, and drum up some enthusiastic customers, and then let’s see if we can extend some of those customers into buying other things. And then let’s see if other customers, who maybe don’t buy books that often, will come and buy other things because our operations are now so good.” So, that would be another story of one risk at a time.

Pete Mockaitis
Beautiful. And then let’s talk about this emotional piece. When we hit a failure, we can think, “I’m no good at this,” and we’d have an emotional reaction that prevents us from doing the learning, doing the persisting, doing the optimal response that keeps us moving forward. Boy, in the heat of battle, Amy, how do we address this stuff?

Amy Edmondson
So, this is why I spend some time in the book talking about becoming more self-aware and really more self-reflective and able to pause our unhelpful, unhealthy thinking and redirect it. So, I described my unhealthy, unhelpful thinking in response to my research failure years ago, and I had to learn, and we all have to learn, to kind of talk ourselves away from the wildly emotional and really inaccurate response to the disappointment of failure and rethink it, and sort of reframe it.

Reframe it from “Oh, this is awful. I’m going to have to drop out of my PhD program,” to, “Oh, this is disappointing. I wonder what it might mean?” Now, that’s a shift, or it’s a major cognitive shift, but it’s not unheard of. It doesn’t seem impossible to our listeners, I imagine, that you can practice and then learn to catch yourself, and correct your exaggerated thinking, and turn it into more scientific thinking that brings cooler, more logical thoughts, that also cool the hot emotions.

Pete Mockaitis
Okay. Could you give us an example of that in practice?

Amy Edmondson
Well, I guess an example in practice is I’m going to go back to this really important meeting, maybe it’s a job interview, and I experienced that little complex failure and I’m really unprofessionally late. I show up late. In fact, I show up so late that they’ve moved on to the next candidate. And my sort of human being’s response might be, “This is awful. I’m not going to get the job. This is the end of my life. No one’s going to hire me, and I’m going to starve to death.” Well, no, right?

So, that’s what the psychiatrist, who I talk about in the book, Maxie Maultsby, would call awfulizing or catastrophizing something that is, indeed, not great, not a great performance, but not the end of the world. And so, once you recognize that, that little emotion taking hold, that kind of your amygdala gets hooked and, says, “This is just terrible,” you pause, and you say, “No.” You force yourself to say, “This is inconvenient.”

That’s my favorite word, right? It’s inconvenient. Because, yep, it’s inconvenient, and it’s not the end of the world. And either it’s, “I’ll make amends, I’ll make an apology, maybe get a second chance,” or, “I will definitely not do this again for my next interview.” You figure out. It’s a shift from a backwards-facing, highly emotional, “This is terrible,” to a forward-facing, “Okay, that wasn’t ideal. What will I do differently next time?”

And this is how we continuously cool our emotions down, but we also force ourselves to keep learning, keep getting more thoughtful, keep getting more disciplined and wiser, and, ultimately, more creative as well, because we’re more willing to take risks because we know that the downside of the risks won’t be catastrophic.

Pete Mockaitis
That’s good. That’s good. And if we’re having trouble even beginning to think clearly and rationally and calmly about the matter, any other pro tips? Is it sleep? Is it walking? Is it cold water? Is it any of that?

Amy Edmondson
Oh, yeah, all of the above, depending on what you like. So, I would say you start with the proverbial and the real deep breath. That deep breath will interrupt the automaticity of the thinking. But, for me, certainly one of the things that I habitually have relied upon is go for a run. If I’m really stuck on something, and I just change the scenery, literally by put some running clothes on and go for a run, it completely changes how I’m thinking. It seems to put things more in perspective, and so exercise, that’s one, but anything that interrupts.

You could have a checklist of questions to ask yourself. It could be along the lines of, “Okay, what truly are the consequences of this? And what did I learn? And why is this now something that I’m able to put to use going forward?”

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

Amy Edmondson
So we’ve just been talking about sort of self-awareness, self-reflection, self-discipline. Another key domain is context awareness. Be more mindful and thoughtful when you’re in a dangerous context. I know that’s obvious, but it’s truly violated all the time. People don’t put their safety equipment on when they should have, or they text and drive.

So, develop a habit of thinking quickly and clearly about the context, “What are the stakes here? What are the risks? Financial? Reputational? Safety? And what’s the uncertainty?” And act accordingly. Have lots of fun experimenting when the stakes are low. Be very, very thoughtful and vigilant when the stakes are high.

Pete Mockaitis
Alrighty. Now, could you share a favorite quote, something you find inspiring?

Amy Edmondson
One of my very favorite quotes is Viktor Frankl, which is, “Between stimulus and response, there is a space. And in that space lies our opportunity to choose. And in that choice lies our freedom.”

Pete Mockaitis
All right. And a favorite study, or experiment, a bit of research?

Amy Edmondson
I think my favorite bit of research is in the research on the fundamental attribution error by Lee Ross at Stanford, where they show in some sort of laboratory experiments that we are relentlessly willing to attribute others’ shortcomings to their own personality defects or character defects. But our own, we will very quickly and naturally see the situational forces at work. So, once we know that we’re likely to do that, once we truly internalize the idea that we will spontaneously do that, then we can step onto the road of becoming a better person, and giving others the same benefit of the doubt we often give ourselves.

Pete Mockaitis
All right. And a favorite book?

Amy Edmondson
I have many long-standing favorite books, but I’m in the middle of one that right now is becoming a favorite book, which is The Road to Character by David Brooks.

Pete Mockaitis
And is there a key nugget you share that really seems to connect and resonate with folks; they retweet it, they Kindle book highlight it, an Amy Edmondson bit of wisdom?

Amy Edmondson
Choose learning over knowing, and it’s an active choice. We have to choose it because our habitual cognitive response is to feel like we know, feel like we see reality. We have to get curious. We have to choose learning over knowing.

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

Amy Edmondson
I guess AmyCEdmondson.com.

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

Amy Edmondson
Yes, take more risks.

Pete Mockaitis
Okay. Amy, thank you. This has been lots of fun once again. And I wish you many delightful failures.

Amy Edmondson
Thank you. And you, too.