MainTakeaways: The difference between rider
and elephant, the importance of habits, and
how to instill LASTING change anywhere you go
People with the large buckets ate 53 percent more popcorn than
people with the medium size. Bigger container = more eating.
Imagine that someone showed you the data from the popcorn-
eating study but didn’t mention the bucket sizes. A public-health
expert, studying that data alongside you, would likely get very
worried about the Gluttons. We need to motivate these people
to adopt healthier snacking behaviors! Let’s find ways to show
them the health hazards of eating so much!
But wait a second. If you want people to eat less popcorn, the
solution is pretty simple: Give them smaller buckets. You don’t
have to worry about their knowledge or their attitudes.
You can see how easy it would be to turn an
easy change problem (shrinking people’s
buckets) into a hard change problem (convincing
people to think differently).
And that’s the first surprise about change: What
looks like a people problem is often a situation
Rider vs. Elephant (from
If you’re contemplating a change, the Elephant is
the one who gets things done. To make progress
toward a goal, whether it’s noble or crass, requires
the energy and drive of the Elephant. And this
strength is the mirror image of the Rider’s great
weakness: spinning his wheels. The Rider tends to
overanalyze and overthink things.
The Rider provides the planning and direction, and
the Elephant provides the energy.
Rider vs. Elephant
When the Elephant really wants something, the
Rider can be trusted to find rationalizations for it.
The Rider has his own issues. He’s a navel-gazer, an
analyzer, a wheel-spinner. If the Rider isn’t sure
exactly what direction to go, he tends to lead the
Elephant in circles.
To change behavior, you’ve got to direct the
Rider, motivate the Elephant, and shape the Path. If
you can do all three at once, dramatic
change can happen
When people try to change things, they’re usually
tinkering with behaviors that have become
automatic, and changing those behaviors requires
careful supervision by the Rider. The bigger the
change you’re suggesting, the more it will sap
people’s self-control. And when people exhaust
their self-control, what they’re exhausting are the
mental muscles needed to think creatively, to
focus, to inhibit their impulses, and to persist in the
face of frustration or failure. In other words, they’re
exhausting precisely the mental muscles needed to
make a big change.
Big problem, small solution. This is a theme you will see
again and again. Big problems are rarely solved with
commensurately big solutions. Instead, they are most
often solved by a sequence of small solutions, sometimes
over weeks, sometimes over decades.
“What’s working, and how can we do more of it?” Sounds
simple, doesn’t it? Yet, in the real world, this obvious
question is almost never asked. Instead, the question we
ask is more problem focused: “What’s broken, and how
do we fix it?”
“Bad is Stronger than Good.”
Exhibit A: People who were shown photos of
bad and good events spent longer viewing the
bad ones. Exhibit B: When people learn bad
stuff about someone else, it’s stickier than good
People pay closer attention to the bad
stuff, reflect on it more, remember it longer, and
weigh it more heavily in assessing the
Staying On Path
To spark movement in a new direction, you need to
provide crystal-clear guidance. That’s why scripting is
important - you’ve got to think about the
specific behavior that you’d want to see
in a tough moment.
We want a goal that can be tackled in months or
years, not decades. We want what we might call a
destination postcard - a vivid picture from the near-term
future that shows what could be possible.
You have to back up your destination postcard with a
good behavioral script. That’s a recipe for success.
Positive illusion: Our brains are positive illusion factories: Only 2
percent of high school seniors believe their leadership skills are below
average. A full 25 percent of people believe they’re in the top 1
percent in their ability to get along with others.
Positive emotions are designed to “broaden and build” our repertoire
of thoughts and actions. Joy, for example, makes us want to play. Play
doesn’t have a script, it broadens the kinds of things we consider
doing. We become willing to fool around, to explore or invent new
activities. And because joy encourages us to play, we are building
resources and skills.
The positive emotion of interest broadens what we want to
investigate. When we’re interested, we want to get involved, to learn
new things, to tackle new experiences. We become more open to new
ideas. The positive emotion of pride, experienced when we achieve a
personal goal, broadens the kinds of tasks we contemplate for the
future, encouraging us to pursue even bigger goals.
People find it more motivating to be partly
finished with a longer journey than to be at the
starting gate of a shorter one.
One way to motivate action, then, is to make
people feel as though they’re already closer to
the finish line than they might have thought.
That sense of progress is critical, because the
Elephant in us is easily demoralized.
Because identities are central to the way people
make decisions, any change effort that violates
someone’s identity is likely doomed to failure.
(That’s why it’s so clumsy when people instinctively
reach for “incentives” to change other people’s
behavior.) So the question is this: How can you
make your change a matter of identity rather than a
matter of consequences?
Identity is going to play a role in nearly every
change situation. Even yours.
Expect to Fail
The Elephant really, really hates to fail. This
presents a difficulty for you when you are trying to
change or when you’re trying to lead change. You
know that you or your audience will fail, and you
know that the failure will trigger the “flight”
instinct. How do you keep the Elephant motivated
when it faces a long, treacherous road? The answer
may sound strange: You need to create the
expectation of failure - not the failure of the mission
itself, but failure en route. This notion takes us into
a fascinating area of research that is likely to change
the way you view the world.
Have a Growth Mindset
People who have a growth mindset believe that abilities are
like muscles - they can be built up with practice. With
concerted effort, you can make yourself better at writing or
managing or listening to your spouse. With a growth
mindset, you tend to accept more challenges despite the risk
You’re more inclined to accept criticism, because ultimately it
makes you better. You may not be as good as others right
now, but you’re thinking long-term, in a
tortoise-versus-hare kind of way.
A growth mindset compliment praises effort rather than
natural skill: “I’m proud of how hard you worked on that
project!” “I could tell you listened to your coach’s comments -
you really had your elbow under those jump shots today.”
The IDEO Team
Notice what team leaders at IDEO are doing with the peaks-
and-valley visual: They are creating the expectation of failure.
They are telling team members not to trust that initial flush of
good feeling at the beginning of the project, because what
comes next is hardship and toil and frustration. Yet, strangely
enough, when they deliver this warning, it comes across as
optimistic. That’s the paradox of the growth mindset.
Although it seems to draw attention to failure, and in fact
encourages us to seek out failure, it is unflaggingly optimistic.
We will struggle, we will fail, we will be knocked down - but
throughout, we’ll get better, and we’ll succeed in the end. The
growth mindset, then, is a buffer against defeatism. It
reframes failure as a natural part of the change process. And
that’s critical, because people will persevere only if they
perceive falling down as learning rather than as failing.
Example: Students Coming In Late
Shape the Path.
1. Tweak the environment. Lock the door when the
bell rings so latecomers are stuck in the hallway.
2. Build habits. Start having a daily quiz with one or
two quick questions at the beginning of every class.
If Robby and Kent aren’t present to take the
quiz, they’ll fail.
3. Rally the herd. Post a class “on-time” record on
the wall. Maybe when Robby and Kent see that
they’re the only students violating the social norm
to be on time, they’ll change their ways.
Example: Students Coming In Late
4. Build habits. Set a policy that the last student in his or her seat every
day will be asked to answer the first question.
5. Rally the herd. Find a way to let Robby and Kent know that the other
students dislike what they’re doing (as they almost certainly do). Often
troublemakers have the illusion that their defiant behavior makes
them folk heroes. They can be deflated quickly by frank peer feedback.
6. Tweak the environment. Do what Bart Millar actually did: He bought
a used couch and put it right at the front of the classroom. It was
immediately obvious that this couch was the cool place to sit -
students could slouch and relax instead of sitting at a dorky desk.
Suddenly Robby and Kent started getting to class early every day so
they could “get a good seat.” They were volunteering to sit at the front
of the classroom. Genius.
Why are Habits so Important?
They are, in essence, behavioral autopilot. They allow lots
of good behaviors to happen without the Rider taking
charge. Remember that the Rider’s self-control is
exhaustible, so it’s a huge plus if some positive things can
happen “free” on autopilot. To change yourself or other
people, you’ve got to change habits.
Leaders who can instill habits that reinforce their teams’
goals are essentially making progress for free. They’ve
changed behavior in a way that doesn’t draw down the
Rider’s reserves of self-control.
More on Habits
Action triggers can have a profound power to motivate people to do
the things they know they need to do. Peter Gollwitzer argues that the
value of action triggers resides in the fact that we are preloading a
decision. Dropping off Anna at school triggers the next action, going to
the gym. There’s no cycle of conscious deliberation. By preloading the
decision, we conserve the Rider’s self-control.
When people predecide, they “pass the control of their behavior on to
the environment.” Gollwitzer says that action triggers “protect goals
from tempting distractions, bad habits, or competing goals.”
Habits will form inevitably, whether they’re formed intentionally or
not. You’ve probably created lots of team habits unwittingly. If your
staff meetings always start out with genial small talk, then you’ve
created a habit. You’ve designed your meeting autopilot to yield a few
minutes of warm-up small talk. The hard question for a leader is not
how to form habits but which habits to encourage.
Checklists educate people about what’s best, showing
them the ironclad right way to do something. (That
means that checklists are effective at directing the Rider.)
People fear checklists because they see them as
dehumanizing - maybe because they associate them with
the exhaustive checklists that allow inexperienced
teenagers to operate fast-food chains successfully. They
think if something is simple enough to be put in a
checklist, a monkey can do it. Well, if that’s true, grab a
pilot’s checklist and try your luck with a 747. Checklists
simply make big screwups less likely.
• DIRECT the Rider
• SCRIPT THE CRITICAL MOVES – Don’t think big
picture, think in terms of specific behaviors.
• POINT TO THE DESTINATION – Change is easier when
you know where you’re going and why it’s worth it.
• MOTIVATE the Elephant
• FIND THE FEELING – Knowing something isn’t enough
to cause change. Make people feel something.
• SHRINK THE CHANGE – Break down the change until it
no longer spooks the Elephant.
• GROW YOUR PEOPLE – Cultivate a sense of
identity and instill the growth mindset.
• SHAPE the Path
• TWEAK THE ENVIRONMENT – When the situation
changes, the behavior changes. So change the
• BUILD HABITS – When behavior is habitual, it’s
“free” - it doesn’t tax the Rider. Look for ways to
• RALLY THE HERD – Behavior is contagious. Help it
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Switch by Dan & Chip Heath
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