7. The Science of Changing Behaviors
Major change requires behavioral change. This spectacular statement of the obvious is oft forgotten in practice. When the new CRM system fails, it is often because staff fail to use it rather than because of some technical fault. When a reorganization fails, it is more often because behaviors do not follow the redrawn boxes. Our aim is to explore new ways of changing behavior, but first, what is wrong with the old ways?
From the “Science of Mind” to the “Science of Behavior”
The first revolution in psychology, the “science of mind,” was called behaviorism. Appearing on the scene in the 1920s, behaviorism proposed that psychology focus only on observable behavior. Environmental stimuli (for example, rewards ...