Liz Strauss at Successful Blog

Thinking, writing, business ideas … You're only a stranger once.

Hierarchy of Influence: Matching Your Actions to Expected Reactions

Filed Under Community, Marketing, Successful Blog | 2 Comments

Redux: I wrote this post in Feb. 2011. Based on recent conversation, it seems even more relevant now and so I choose to pick it up, add some clarity and publish a newer version this week.

Not Every Attempt Gets the Expected Outcome

cooltext443794242_influence

When our son was barely five years old, he was a shy child who lived by his own timetable. He had his own ways of doing things. If you wanted his attention, your best bet was to make eye contact and simply explain what you what you had to say.

It was during that year, that his grandparents came to visit us in Austin. Together as a family, we planned several outings to enjoy the city and our favorite restaurants. One evening, the whole group was getting ready to go dinner and our son was still playing — not getting ready. This circumstance stressed out three of four adults in his company. Suddenly one, then two, then all three of them were using loud firm voices to tell a child, half their size, to “Get upstairs to change in to clean clothes, immediately!!”

The child froze like a deer in the headlights.

The mom in me responded with like to like. In firm and loud voice, I said, “Who are you to gang up on a little kid like that? Get away from here!”

The three adults moved into the kitchen and spoke quietly to each other.
I took the little boy by the hand. “I said let’s go upstairs and find what you’ll wear to dinner.”

When we came downstairs ready to go to dinner, I walked into the kitchen and apologized for my outburst. In return I got three calm apologies that also said I was right to intervene on the child’s behalf.

Not every attempt at influence gets the outcome we’re going for.

Which Actions Achieve the Outcomes You Seek?

If we can agree that influence is some word or deed that changes behavior. Then plenty of influence occurred in the story I just related. I suspect that had I been privy to the whole scene in the kitchen I would have found that that single story included examples of confrontation, persuasion, conversion, participation, and collaboration. The only thing missing in this family scene would be true antagonism. Six different approaches to influence which lead to entirely different outcomes.

I’ve been reading about, thinking about, and talking to people about influence for months, because influence and trust are integral understanding to loyalty relationships. Let’s take a look at six of the usual forms of influence and the outcomes that result from them.

  1. Antagonism – provokes thought Your values are everything I believe is wrong with the world. You can’t stomach anything that I stand for. We are not competitors. We are enemies at war. Your words and actions might provoke thoughts and deeds, but what I’m thinking is how wrong you are, how to thwart you, or if I have no power, how to hide my true thoughts and feelings. An order from an enemy can influence a behavior but won’t change my thinking.
  2. Confrontation – causes a reaction You say it’s black. I know it’s white. I respond in some way — I fight back. I run away. I consciously ignore you. My response will probably change based who is more powerful. You might overpower me. I might stop responding, but it’s unlikely that you will actually change my thinking. Confrontation leads people to build a defense, to strengthen their own arguments.
  3. Persuasion – changes thinking You look at me and think about how what you want might benefit me. Rather than telling me, you show me how easy, fast, or meaningful it is go along with you. You’ve changed my about what you’re doing. I now see your actions from a new point of view.
  4. Conversion – moves to an action Your invitation to action is so convincing and beneficial to my own goals that I do what you ask. You’ve influenced my behavior to meet your goal. You have won my trust and commitment to an action. It’s not certain I’ll stay converted.
  5. Participation – attracts heroes, ideas, and sharing You reach out with conversation. We find that we are intrigued by the same ideas, believe in the same values, and share the same goals. Your investment in the relationship builds my trust and return investment. You invite me to join you in something you’re building. My limited participation raises my investment, gives me a feeling of partial ownership, and moves me to talk about you, your goals, and what we’re doing together.
  6. Collaboration – builds loyalty relationships We develop a working relationship in which you rely on my viewpoint. We share ideas and align our goals to build something together that we can’t build alone. You believe in my value to your project. I believe in the value of what you’re building. You have gained my loyalty and commitment. I feel a partnership that leads me to protect and evangelize the joint venture. I bring my friends to help.
Strauss_Hierarchy_of_Influence

Strauss Hierarchy of Influence



Not every campaign or customer situation will need to move to collaboration. But understanding each level will help us manage expectations allowing us to move naturally and predictably from confrontation to persuasion, so that we don’t expect the loyalty of collaboration from a momentary conversion.

Could be useful when looking to connect with that special valentine too.

How might you use the hierarchy to change the way you manage your business, your event, your community, and your new business initiatives?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

What IS Most Crucial to Influence? What Moves People to Action?

Filed Under Marketing, Motivation/Inspiration, Successful Blog | 3 Comments

Redux: I wrote this post in Dec. 2010. Based on recent conversation, it seems even more relevant now and so I choose to pick it up, add some clarity and publish a newer version this week.

The Outcomes We Achieve

cooltext443794242_influence

Every person has influence. What what we say, and how we act has an effect on how others think, feel, and behave. As a writer, an observer, and manager, I’ve watched and studied how people respond to what we do, what we say, and what they see.

As every parent and pet owner knows, sometimes the outcome we’re going for — a change in belief or behavior — isn’t the outcome we achieve. Our intent, our feelings toward an audience are only one side of the equation. How that audience interprets our words and deeds determines the change in belief or behavior that might result.

Our influence is highly affected by context.

We don’t control how other people think, what they feel, or how they interpret what they hear and see.

Though we may carefully consider and choose the most generous way to communicate and interact within those those contexts, the audience will choose their interpretation of that interaction. The same authentic, highly influential, collaborative message to one audience will be a disingenuous, controversial, alienating rebuff to another audience. We see that all of the time in the world of politics.

The most crucial element of influence is understanding what the audience already knows and already believes. If we want to influence people, to move them to an important action, to change their core beliefs, we need to know the audience, listen to their world view, champion their cause, and honor their reality.

Do likes, follows, impressions, site visits, retweets and the similar quick expressions of attention really qualify as actions. Have they influenced anything?

Don’t fool yourself by the game of numbers — don’t start thinking that 1 in X000 of those likes, follows, impressions, site visits, retweets and the similar quick expressions of attention will buy!!

The kind of influence that gets me to buy a product isn’t a result of a frivolous passing gesture on the Internet. Talk to the people who buy your products and ask …. what moved them to action? what got them to believe?

I know it’s a novel idea, but the people you want to influence know what will get and keep their attention and most of us would be relieved if you’d just ask.

How do you decide what will move people to action?

Be irresistible … and ask them.
–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

How the Football Captain and the Guitarist Sold Out the Stadium!

Filed Under Marketing, Successful Blog | 2 Comments

It Starts with Someone Who Cares about the Audience

cooltext443809437_relationships

When I’m asked to do an off-site, I sit down the with event planner to discuss what the people attending might want or need to know. Hands down the most requested topic is how can they use social media to get people talking about the brand and their products?

It’s all about stories.
We’ve been hearing and telling stories all of our lives.
It shouldn’t be that hard.

5 Critical Steps to Spreading an Irresistible Social Media Story

If you remember back to university, you know the power of friends sharing stories. Good news, bad news, rumors and truths can fly through a school fast enough to make any news network jealous.

Here are the five critical steps to making that happen for you in the social business community.

  1. Build your network before you need it. It all starts with community. No matter how irresistible our message, we’ll have trouble sharing it without relationships. Building a network is more natural and easy, if we do before we need them to do something for us.
  2. Be known for one thing. Sure you can do many things, but many things are hard to remember. One thing stands out and is easily shareable. To go back to the college analogy, if I say he’s the captain of the football team or she’s plays lead guitar in the coolest rock band, you already know that other kids into sports they want to connect with him and other kids into rock want to connect with her.

    The same works now … If you are known for one thing, that one thing you are jumps to my mind when I meet someone who might need that one thing. If you’re a freelance blog writer, every time I meet someone with a growing blog, I’ll mention your name. If you’re one of a million writers who writes for blogs, magazines, websites, menus, and whatever. I’m less likely to remember exactly what you do and far less likely to share your name. When you’re one thing everyone knows what they can count on you to do and how you connect to their universe.

  3. Make folks feel proud, important, part of something bigger than then are alone when they do. Talking in the language of the people you want to help you. Make the message about them, not about you. The football captain who frames his message “Are you ready to rock the game tonight?” gets a better response than the one who says “Come to our game tonight. Show your spirit!”

    The savvy football captain says, “The team goes all out when you’re there! You rock the stands. We’ll rock the field!! RockTheGame!!”

    Let’s stay with the savvy football captain … he shows Booster Club how it’s in their interest to donate $500 worth of iTunes and permission for a concert by pointing out that they’re all on a quest to get folks to the big game. Then, he contacts the girl lead guitarist and persuades her band that a sell-out game would make a great after-concert venue.

  4. Make it easy, fun, and meaningful to share it. The Booster Club enlists the campus TV station to announce a contest for the entire school. Every ticket sold to the big game will be entered into a raffle for that $500 iTunes gift card to keep rocking.
  5. Reward and celebrate the people who do. When the game beats attendance records concert by the coolest rock band — after the game in the school quad to rock the school spirit!

We all value our friends’ attention.
We all value the time we spend with them.
We all value it when they engage with us and listen to what we’re saying.
It’s a natural next step to make it a value for them to invest in us too.

All we have to do to get them to share our story is to make them proud to be part of it.

How are you making your friends, colleagues, customers, and clients part of what you’re trying to do?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

Influence: Do You Know the Value of a Single Dissenting Voice?

Filed Under Community, Successful Blog | 5 Comments

Group Influence Is Power

cooltext443794242_influence

It used to happen all of the time in publishing. I’d set up one-to-one meetings with key individuals to discuss product prototypes. They’d offer their candid feedback. I’d incorporate what I’d learned into the next iteration of the prototype and do it again, until I was certain I had all of their concerns ironed out and a strong version of the proposed product ready for review.

At the review meeting, the same people would gather to discuss the “final” version of the prototype. I’d begin by stating the history of how the prototype was developed, who had participated, and what sorts of input had been gathered. We’d walk through the features and benefits of the product and open the floor to discussion.

The guy with the most powerful voice would say something like, “I’m not sure that cover works for me,” though he’d loved the cover the last six times he’d seen it. The person next to him would tilt her head and say “It’s always bothered me, too.” And suddenly, the entire group was agreeing that the cover — which each of them had discussed and signed off on individually — was a disaster.

What happened?

Influence: Do You Know the Value of a Single Dissenting Voice?

Anyone who’s managed a focus group knows that they’re serious business and even with the most practiced moderator, the group can easily go off track – to offer up information that reflects something in the group dynamic rather than a true representation of how each individual thinks about a given question.

What happened in the meeting I described that made every person see the cover differently? How had the power of the group influenced their thinking? Did the individuals believe what they were saying? Had they forgotten their original opinion? Were not invested before or had they changed their minds?

What makes us not see what we see and know what we know when we’re alone become something different when we’re together?

I learned a little about this sort of influence a few years ago … from a psychologist who taught at Loyola University. “In the 1950s, Dr. Solomon Asch of Swarthmore College asked groups of students to participate in a “vision test.” All but one in each group were confederates in the experiment (the confederates knew what was going on). Asch was testing how likely individuals are to conform with a group opinion even when the group is obviously wrong.

The method of the Asch test:

The experiment tested number of confederates necessary to induce conformity. They studied the influence of voice to fifteen.
The experiment varied the degree unanimity of the confederates.

The control group, the hypothesis, and the results:

In a control group, designed without pressure to conform, only one subject out of 35 gave an incorrect answer.

Solomon Asch had hypothesized that the majority of people would not conform to something obviously wrong; however, when surrounded by individuals all voicing an incorrect answer, participants provided incorrect responses on a high proportion of the questions (32%). Seventy-five percent of the participants gave an incorrect answer to at least one question. — Wikipedia

The results indicated that …

Three or more people who see things differently comprise a powerful influence toward conforming.
Yet …

If out of a group, even only one confederate voices a different opinion, participants are far more likely to resist the urge to conform.

This finding illuminates the power that even a small dissenting minority can have. Interestingly, this finding holds whether or not the dissenting confederate gives the correct answer. As long as the dissenting confederate gives an answer that is different from the majority, participants are more likely to give the correct answer. — Wikipedia

What Does this All Mean?

Unconsciously we lean toward silence if our opinion differs from the accepted group belief. Silence, often interrupted as agreement, can be simply a lack of contribution. How can we manage against losing the honest voices that choose not to speak?

Often “teams players” are defined as like-minded thinkers — possibly because such a group is easier to manage. Yet leadership depends on free flowing solid information. If we define “team players” as having deep connection in maturity and values, we can reach for a range of world views and ways of thinking — inside the box, outside the box, bottom up, top down, intuitive, data driven, idealistic, realistic, risk taking and risk averse thinkers.

Valuing a dissenting voice can raise the participation of an entire team. Though the conversation might become more complicated, the result will be a stronger, more honest exchange of higher quality thinking. When differing points of view are respected trust grows naturally.

That single dissenting voice gives the entire group permission to see what they see and know what they know — the power of honesty.

Have you experienced the value of a single dissenting voice? Have you had to be one?

Be irresistible.
–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

Hierarchy of Influence: What Achieves the Results You Need?

Filed Under Marketing, Successful Blog | 15 Comments

Six Ways to Influence and Their Outcomes

cooltext443794242_influence

When our son was barely five years old, he was a shy child who lived by his own timetable. He had his own ways of doing things. If you wanted his attention, your best bet was to make eye contact and simply explain what you what you had to say.

It was during that year, that his grandparents came to visit us in Austin. Together as a family, we planned several outings to enjoy the city and our favorite restaurants. One evening, the whole group was getting ready to go dinner and our son was still playing — not getting ready. This circumstance stressed out three of four adults in his company. Suddenly one, then two, then all three of them were using loud firm voices to tell a child, half their size, to “Get upstairs to change in to clean clothes, immediately!!”

The child froze like a deer in the headlights.

The mom in me responded with like to like. In firm and loud voice, I said, “Who are you to gang up on a little kid like that? Get away from here!”

The three adults moved into the kitchen and spoke quietly to each other.
I took the little boy by the hand. “I said let’s go upstairs and find what you’ll wear to dinner.”

When we came downstairs ready to go to dinner, I walked into the kitchen and apologized for my outburst. In return I got three calm apologies that also said I was right to intervene on the child’s behalf.

Not every attempt at influence gets the outcome we’re going for.

Which Actions Achieve the Outcomes You Seek?

If we can agree that influence is some word or deed that changes behavior. Then plenty of influence occurred in the story I just related. I suspect that had I been privy to the whole scene in the kitchen I would have found that that single story included examples of confrontation, persuasion, conversion, participation, and collaboration. The only thing missing in this family scene would be true antagonism. Six different approaches to influence which lead to entirely different outcomes.

I’ve been reading about, thinking about, and talking to people about influence for months, because influence and trust are integral understanding to loyalty relationships. Let’s take a look at six of the usual forms of influence and the outcomes that result from them.

  1. Antagonism – provokes thought Your values are everything I believe is wrong with the world. You can’t stomach anything that I stand for. We are not competitors. We are enemies at war. Your words and actions might provoke thoughts and deeds, but what I’m thinking is how wrong you are, how to thwart you, or if I have no power, how to hide my true thoughts and feelings. An order from an enemy can influence a behavior but won’t change my thinking.
  2. Confrontation – causes a reaction You say it’s black. I know it’s white. I respond in some way — I fight back. I run away. I consciously ignore you. My response will probably change based who is more powerful. You might overpower me. I might stop responding, but it’s unlikely that you will actually change my thinking. Confrontation leads people to build a defense, to strength their own arguments.
  3. Persuasion – changes thinking You look at me and think about how what you want might benefit me. Rather than telling me, you show me how easy, fast, or meaningful it is go along with you. You’ve changed my about what you’re doing. I now see your actions from a new point of view.
  4. Conversion – moves to an action Your invitation to action is so convincing and beneficial to my own goals that I do what you ask. You’ve influenced my behavior to meet your goal. You have won my trust and commitment to an action. It’s not certain I’ll stay converted.
  5. Participation – attracts heroes, ideas, and sharing You reach out with conversation. We find that we are intrigued by the same ideas, believe in the same values, and share the same goals. Your investment in the relationship builds my trust and return investment. You invite me to join you in something you’re building. My limited participation raises my investment, gives me a feeling of partial ownership, and moves me to talk about you, your goals, and what we’re doing together.
  6. Collaboration – builds loyalty relationships We develop a working relationship in which you rely on my viewpoint. We share ideas and align our goals to build something together that we can’t build alone. You believe in my value to your project. I believe in the value of what you’re building. You have gained my loyalty and commitment. I feel a partnership that leads me to protect and evangelize the joint venture. I bring my friends to help.
Strauss_Hierarchy_of_Influence

Strauss Hierarchy of Influence



Not every campaign or customer situation will need to move to collaboration. But understanding each level will help us manage expectations allowing us to move naturally and predictably from confrontation to persuasion, so that we don’t expect the loyalty of collaboration from a momentary conversion.

Could be useful when looking to connect with that special valentine too.

How might you use the hierarchy to change the way you manage your business, your brand, your community, and your new business initiatives?

–ME “Liz” Strauss
Work with Liz on your business!!

Buy the Insider’s Guide to Online Conversation.

I’m a proud affiliate of

third-tribe-marketing

keep looking »