How to introduce behavioural change successfully

It forms part of the change maturity curve - first you introduce a change, more than likely a technology related change and you learn about how IT systems work. You understand how technology relates to processes. Then after the third or fourth change you manage you realise that it is behaviours of the users that you need to change. You then evolve to be involved in HR change, whether that be operating model changes or something similar, and then you mature into working on culture change. This is is a typical pathway of a change manager into a senior change manager and transformation manager. And after working on all such changes, you begin to start with what behavioural change you need to address and you capture far more change impacts than before.

So if you are starting as a change analyst or practitioner or if you are a change leader then I recommend you begin exploring more broadly the writers and academics who are publishing amazing research on what helps us humans create behavioural, sustainable change in our own lives. Applying those principles in change you are introducing in an organisation will yield better outcomes if done right. Understanding that systems, and operational processes also need to change to support the behaviours you want also assists in achieving change success. Whether its adopting healthier lifestyle choices, enhancing productivity, or developing new skills, the process of habit formation requires a strategic and systematic approach. Let's explore practical tips to help you successfully form new behavioural habits that stick. These tips are grounded in scientific research and have been proven effective by experts in the field of habit formation.

Tip 1: Start with a Clear and Specific Goal

The first step in forming a new behavioural habit is to define a clear and specific goal. Now remember you can use this in your own personal life but the same applies in the world of change. Be clear on what you are looking to achieve and if you make it measurable it becomes tangible. The more specific the outcomes the more chance you will have to achieve new behaviours. So for example instead of aiming for a vague intention like "exercise more," be specific, such as "go for a 30-minute jog every morning." Now let's apply this to a process change. You can have a vague outcome such as 'reduce wastage' or you can reduce error rates for applications by 5%. Clear goals provide a sense of direction and make it easier to track progress and measure success. Dr. Heidi Grant Halvorson, a social psychologist known for her work on goal setting, emphasises the importance of setting "SMART" goals (Specific, Measurable, Achievable, Relevant, Time-bound) to increase the likelihood of successful habit formation. These principles should also apply to your change measures.

Tip 2: Start Small and Gradually Increase 

When forming new habits, it's essential to start small and gradually increase the intensity or frequency over time. Breaking down the desired behaviour into manageable steps makes it less overwhelming and more achievable. Dr. BJ Fogg, a behavioural scientist, advocates for the "Tiny Habits" approach, where you begin with small actions that are easy to incorporate into your routine. For example, if your goal is to read more, start with a commitment to read one page every night before bed and gradually increase it.

Consider this in a change context, start small with achievable and small habits. Then through embedment start to create a stretch vision with additional habits.

Tip 3: Create a Cue-Routine-Reward Loop 

Habits are formed through a loop consisting of a cue, routine, and reward. Identifying the cue that triggers the desired behaviour, designing a routine around it, and incorporating a meaningful reward increases the chances of habit formation. Dr. Charles Duhigg, author of "The Power of Habit," explains that understanding the cues and rewards associated with existing habits can help in building new ones. For example, if you want to develop a habit of drinking more water, you can set a reminder (cue) to drink a glass of water (routine) and reward yourself with a small treat or a sense of accomplishment (reward). This technique is often missed but in areas such as gamification this is the fundamental psychology being used. 

Collection of points, badges or rewards for desired behaviours is often missed as an opportunity to reinforce and embed new habits. Consider integrating this approach and Tip 2 - as you build momentum increase the reward reinforcement loop.

Tip 4: Utilise 'Habit Stacking' and Environment Design

Habit stacking involves linking a new habit with an existing one. By anchoring the desired behaviour to an established routine, you leverage the existing habit's strength to reinforce the new one. Additionally, designing your environment to support the desired behaviour can significantly impact habit formation. For example, if you want to develop a habit of meditating, you can place a meditation cushion in a quiet corner of your home, making it more accessible and visually reminding you to practice. James Clear, author of "Atomic Habits," explores these concepts and emphasises the importance of environment design in habit formation. 

When considering this from a change perspective, think about how you can break down processes into focus moments. Then focus on one a month, and how the habits can build over time. 

Tip 5: Track Progress and Stay Accountable 

Tracking your progress and holding yourself accountable are crucial for forming new behavioural habits. Keeping a habit tracker or using habit-tracking apps can help you visualise your progress and maintain motivation. Sharing your goals and progress with a trusted friend or joining a community of individuals with similar aspirations can provide support and accountability. Dr. Gail Matthews, a psychology professor, conducted a study that showed how accountability significantly improves goal achievement.

Measure in line with Tip 1, so reflection can be undertaken. Also consider the aspects of accountability through visibility - scorecards and dashboards.

Whether you are addressing culture or a technology transformation...

As you mature in your change approach you will integrate the behavioural aspects into your change plan which will always yield better outcomes. Scoping out change from a behavioural perspective is a creative and cutting edge approach, with many organisations struggling with assessing impacts. Forming new behavioural habits from a change perspective is an art. The journey that requires intention, commitment, and a systematic approach. By setting clear goals, starting small, creating cue-routine-reward loops, utilising habit stacking and environment design, and tracking progress, you can increase the likelihood of success. Remember, that embedding new behaviours takes time, patience, and persistence. In an organisational context for a transformational program this can take 3-5 years to see fruits of your change labour.