Fifth Week: Group behaviour

So what do to if you want to change group behavior?

· Have a clear idea in your mind about what you want to change. These people start the change, they’re the “innovators” or change engines (2-3% of the population).

· Find the influencers. So we had innovators, but now it’s time for the “change agents”, to encourage adoption of your idea,“transformers” who are gatekeepers to whom “the mainstream” looks for new ideas and “iconoclasts” who will call out loudly and with confidence what’s bad about the current and good about the new procedure. Alltogether, they make up 70-75% of the population, so it's really worth investing in them.

· “Laggards” will come along after most people have already adopted the new behavior (16% of the population).

· Don’t worry about the “reactionists”. They won’t change easy, or won’t change at all, but you can’t please everyone? After all they are a minority (10% of the population up to the most).

· O yes, and keep it lively! Be up to date, fine-tune your approach and let it be pleasant and engaging

(http://www.justineburt.com/1/post/2013/11/how-public-agencies-can-harness-social-media-for-environmental-causes.html)

(http://www.adaptivepath.com/ideas/five-ways-people-adopt-and-love-change/)