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Talk to the Elephant: Design Learning for Behavior Change

Name: Talk to the Elephant: Design Learning for Behavior Change
Author: Julie Dirksen
ISBN: 9780138237394

by Julie Dirksen

September 2023

Beginner

320 pages

8h 45m

English

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Cover Page
Title Page
Copyright Page
Credits
Acknowledgments
Contents
Preface
Who is This Book not So Much For?Is This Book for Behavioral Designers?What is This Book Trying to Do?How Does This Match Up with My Previous Book?Who am I to Write This Book?
1. Talking to the Elephant
So Why?Aren’t People Just Stubborn/Clueless/Lazy?How Does Learning Fit In?What Else Matters?Meet the ElephantWho Are You Talking To?Talk to the ElephantTalk to the Rider and the ElephantAbout the Examples in This BookKey Points
2. Taking a Systems View
“We Need Training”Systems ThinkingTuning a SystemHow This Impacts Behavior-Change ProjectsHow This Impacts Learning DesignKey Points
3. Moving Along the Change Path
How the Change Process Impacts Learning DesignApproach 1: Design for the Whole ProcessApproach 2: Meet People Where They AreApproach 3: Leave Tools Along the WayStages of ChangeChange LadderThe Learning JourneyKey Points

4. Communicating Value
What’s It Worth?Calculating ValueSo How Does This Impact Training?Key Points
5. Understanding Motivation
They’re Just LazyIt’s Not About Motivating PeoplePersistence of MotivationIntrinsic and Extrinsic MotivationMotivation TheoryMotivation as a ContinuumStrategies to Foster MotivationTalk to Your LearnersKey Points
6. Analyzing Behaviors
The Behaviour Change WheelSpecifying the BehaviorCOM-BUsing COM-B to Analyze BehaviorsKey Points
7. Determining If It’s a Training Problem
Diagnosis of the Problem: What Are the Causes, and Can Learning Help?Lack of FeedbackUnclear GoalsUnlearning an Existing BehaviorUnawareness of Consequences/Bigger PictureLack of Environment or Process SupportAnxiety/Fear/DiscomfortLack of Confidence/Belief About CapabilitiesMistrustSocial ProofLack of Autonomy/OwnershipLearned HelplessnessMisaligned IncentivesLack of Identity or Value AlignmentEmotional ReactionHandwashing Total UpExample: Networking for College GraduatesKey Point
8. Mapping To Solutions
Meet Miguel and LisaIntervention TypesMapping COM-B to Intervention TypesBehaviour Change Techniques (BCTs)
9. Using Persuasion and Motivation Techniques
Meet EvanBehaviour Change Techniques
10. Using Planning, Practice & Feedback
Meet AngelikaBehaviour Change TechniquesFeedback and Monitoring
11. Using Environmental and Social Support
Meet AnhBehaviour Change Techniques
12. Values and Identity
Meet NateBehaviour Change Techniques
13. Designing Responsibly
Ethical Issues with Behavior-Change DesignKey Questions to Ask
14. Putting It All Together: a Case Example
Meet RitaUnderstanding the ChallengeChoosing the Behavior(s)Research and AnalysisWhere Are They Getting Stuck?Is It Training?Using COM-BIntervention DomainsBCT SelectionLearning StrategyFormat SelectionImplementation PlanningEvaluationWrap Up
15. Real-World Examples
Project 1: Building Women’s Entrepreneurial Skills in RwandaProject 2: MindGym Leadership DevelopmentProject 3: Sport Integrity Australia—Anti-Doping Education for AthletesProject 4: A Digital App for BecomeAnEx.org (Part of the Truth Initiative)Project 5: Harness Hero and Behavior-Change GamesProject 6: Project VALOR—Social Media Marketing to Promote Virtual HIV Consultation and Referral
Conclusion
Index

Content preview from Talk to the Elephant: Design Learning for Behavior Change

4 Communicating Value

(IN WHICH THE ELEPHANT COMPARES IMMEDIATE KETTLE BELLS TO DELAYED DISSERTATIONS)

What’s it worth?

One of the crucial parts of most behavior-change interventions is communicating the value of the change. The learning and development industry struggles with this.

Despite the ubiquitous advice to communicate WIIFM (What’s In It For Me?—more on this later), the description of the value is almost always directed to the rider but not the elephant.

On the left, two stick figure people are talking to each other with a speech bubble that reads “value”. They are labelled “Discussing Value.” On the right is a photo of an elephant investigating some foliage on the ground. It is labelled “Looking for snacks.

Chapter 3 talks about the problem of competing priorities. Basically, there are many, many behaviors that everyone agrees would be good to do, but in order for them to actually happen, ...

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Talk to the Elephant: Design Learning for Behavior Change

by Julie Dirksen

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