Uncommon Accountability

7THE CONSEQUENCES METHOD

The prevailing method to drive results within most companies, as we have already mentioned, is the consequence model. Nearly every company that we have worked with over the years embraces some variation of this approach, whether they do so consciously or unconsciously. I'm not sure there has really ever been much of an alternative.

Despite the widespread use of consequence management systems, very few leaders have ever been formally trained in the effective use of consequences, and even fewer are aware of their inherent limitations.

The predominant behavioral science paradigm currently in use posits that there are four types of behavioral consequences: two that increase behavior and two that decrease it. The two that increase behavior are positive and negative reinforcement, and the two that decrease behavior are punishment and penalty.

Positive reinforcement is defined as a consequence that is perceived as desirable by the performer, and thereby increases the likelihood of a behavior being repeated. In other words, the individual gets something they want when they take a desired action. These consequences range from verbal praise and recognition to increased compensation and promotion.

Negative reinforcement is a consequence that is perceived as adverse by the performer and decreases the likelihood of a behavior being repeated. An example of this might ...