Social conformity is a powerful and hidden motivation that influences our decisions and strategic planning in ways we don’t even realize or understand. It’s called “that’s the way we have always done it.” This is a way of thinking that hinders innovation and success. Let me demonstrate the power of conformity with this personal experience:
Recently I joined a few friends at an NBA game. Tickets were free, parking was free and we sat in a private box. Even the food and drinks were free! Who could say no?
Initially we were all acting very proper because of the luxury trappings that surrounded us. It was a close game and soon we were all behaving like the less fortunate people that were sitting in the cheap seats. We were all cheering, standing, shouting, and high-fiving each other. Decorum quickly died.
Assisted by prompts on the scoreboard, we were screaming and behaving like true fans by halftime. Midway through the third quarter, the huge video monitor above center court displayed the Kiss Cam – random shots of couples in the arena. The activity dictates that when the camera is pointed at a couple they would smile and smooch. It was an entertaining distraction while the teams strategized during a timeout, especially when one young guy refused to kiss his date. As the crowd began to boo, the guy mouthed the words, “She’s my sister!”
But he kissed her on the cheek anyway and the crowd erupted. Conformity is a powerful thing.
The behavior in the arena that night got me thinking about how the need for conformity impacts our organizational decision making and strategic planning. Our corporate cultures can be so strong, that we stop questioning our decisions and planning.
If your organization needs to innovate, but is stuck in “the way we’ve always done it” mentality, consider these tips for re-framing your decisions and plans.
Beware the “sunk cost” trap: Oftentimes we support a decision or system simply because of the time and money already invested in the solution. Before sticking with the status quo, ask yourself, “If we were making this decision all over again, would our current path be the best decision for achieving the objectives we had set for ourselves?” If not, reconsider.
Behave like the enemy: The military uses a process that is called “Red Teaming.” It’s where they gather a group of subject matter experts and review plans and decisions through the eyes of the enemy. They look for holes or weaknesses in your thinking. Businesses are beginning to adopt this process to expose questions such as; How might your competitor sell against you? How can they overcome your new product launch? How can they position their services to steal business with a mutual client? What can they do that might completely disrupt the way you do business?
Develop a tiger team: Some of the most innovative organizations spin off a small team of people with varied backgrounds and allow them to solve complex problems in a new environment – physically removed from the prevailing culture. They might take on a new name, benchmark different industries, and run pilot projects to test the waters and avoid conformity.
Moving forward, avoid falling into the “that’s the way we have always done it” way of thinking. Challenge yourself, your teams, and your associates on a regular basis to get out of this destructive way of thinking. Take action to overcome the comforts of what is accepted as “normal.”