A simple approach to understanding how the basic elements in harnessing change to improve business results.

1. Understanding The Art of
Behavior Change
Driving Measurable Results
Through People
Rick S. Pulito
November, 2008
rick.pulito@biworldwide.com

2. Q: What does BI do?
A: We change people's behavior, so that your company can
achieve its critical business objectives.
Q: How do you do that?
A: It's really quite simple... There are only three ways to change
behavior... (1) You get people to do more of what you want
them to do more of, or (2) You get people to do less of what
you want them to do less of, or (3) You get people to adopt a
new behavior.
It doesn't really matter whether you are trying to get a child
through high school, running for public office, starting a new
church, or launching a new product... you have to change the
behavior of an individual or a group, and those are the only
three ways to do that...

3. Q: Interesting...Give me an example...
A: Well, let's take a look at the 2-3 most important objectives
that you have to achieve in the next 12-18 months... What are
they?
Now, with those critical outcomes in mind, consider: What group
of people, and it could be anyone that impacts your success in
achieving the desired future, is in the best position possible to
help you reach your goal?
Are they: (a) Your employees (or some group of employees)?
or, (b) Your distribution channel or direct sales force?, or (c) the
end users (consumers) of your product/service? Who are the
ones you need to rally in order to achieve your most favorable
results?

4. Q: OK... Now what?
A: Well, now that you have identified your most important
outcomes for the next 12-18 months, and you have defined the
group(s) of individuals who are in the best position possible to
help you achieve your objectives, now we have to look at what
it is that those people need to do (i.e., do differently) in order for
you to reach your target.
In other words, what are the specific behaviors that these
people need to change in order for you to reach your goals ?
There, now we have defined your challenge. We know what
needs to be done, we know who needs to get it done, and we
have determined what specific actions need to take place.
Next...

5. Q: What do we do next?
A: Next, we have to look at four critical elements to drive
behavior change:
1. We need to communicate the desired future to the
group of people we are going to drive, so that they understand
what it is we are trying to get done and what their role is in
achieving the future state (i.e., what they need to do)
2. We need to make sure that these individuals have the
ability to adapt their behavior in line with what we are asking
them to do. In other words, do they possess the required
knowledge, skills and competencies to perform at the level we
need them to? And, in hand with that,
3. We need to provide them with a desire to change their
behavior... a sort of personal quot;winquot; for them, which reinforces
the change on a personal, internalized level... (cont'd)

6. Q: What do we do next ? (cont.)
Recap: We have looked at the communications necessary to
inform and deliver awareness around the need to change, as
well as the desired future state. And, we have addressed both
the willingness and the ability of the group to perform at a
level commensurate with achieving the outcomes you seek.
What is missing ?
The measurement... You can't reach an destination if you don't
know where you are when you start, or where you are
specifically headed, or where you are along the route. So you
need to carefully mark the way to progress. Once you have
defined the core metrics, you have to capture the data, assess
it, communicate progress, and leverage it to maintain a focus
and commitment with the target audience.

7. Q: Where can I find the best resources
to help me get this done?
A: Visit www.biworldwide.com. Behavior change to produce
measurable results is what we have done...for 58 years... Both
in the US and around the world.
Or you can simply reach out to me, Rick Pulito, through
LinkedIn or by email (rick.pulito@biworldwide.com).
I promise to direct you to someone who can help you do what
you need to get done. Thanks a ton.