Cracking the Leadership Code

Chapter 10LEADING BY DESIGNThe Primary Needs

A choice architect has the responsibility for organizing the context in which people make decisions.

—Richard Thaler

For all the free will we humans think we have, we're surprisingly susceptible to influence. Do you want to get people to eat smaller amounts of food? Serve it on smaller plates. Do you want people to sign up to be organ donors? Make the default option a yes rather than a no.

These two illustrations come out of the field of behavioral economics, examples of what's known as choice architecture. In both cases, someone thought about a situation and designed a specific environment to unconsciously influence (or, to use Nobel Prize–winning economist Richard Thaler's word, nudge) others toward a specific result).

If you want to create a highly motivated team, you can't leave it to chance. You have to operate as a motivational choice architect. This takes tact, finesse, and an understanding of the subtleties and nuances of human behavior.

In this (and the following) chapter, you'll gain tools and specifics into the process of intentional motivational design. You'll learn about fundamental human needs, as well as how they set the tone for high performance and effective collaboration. You'll also explore potential tools to help you meet those needs. Armed with these tools and some deliberate practice, you'll be ready to create a culture in which those you lead will make the switch from doing something because they have to do ...