Changing one mind at a time: Influencing behaviour in legal KM projects

Together with co-author Shimrit Janes we published an article in the Ark Group’s latest publication called Legal Knowledge Management: Insights and Practice (link to the TOC and a sample). The article looks at crucial success factors of such change projects, but zooms in on the most daunting task: influencing people and their behaviour.

Examples of truly effective KM programmes in the legal sector can be difficult to find. Challenges such as securing budget, engaging leadership and employees in the necessary change process and influencing their behaviour can all stand in the way of a succesful project. The article looks at crucial success factors of such change projects, but ultimately zooms in on the most daunting task: influencing people and their behaviour.


Changing behaviours

Change is hard. The ‘9x effect’ states that people tend to weigh the benefits of something new by a factor of three, and equally also overweigh the cost of what they have learned by a factor of three. Thus, something new needs to be nine times more appealing than the status quo. Whilst the ‘9x effect’ is more a rule of thumb than hard science, it is a useful story for illustrating why overseeing a change project can be so hard.

We should be under no illusion; implementing new social tools within a KM programme requires change. This is not just because of new interfaces and functionality. More importantly, they break with long-learned behaviour patterns in the enterprise. In order to be valuable to the firm and its people, these technologies require its users to share instead of hoard their knowledge; ‘work out loud’ instead of either alone or within their confined team; to trust and be open instead of control and being secretive; and to actively build their own reputation, instead of passively relying on their manager to choose them for promotion.

The Influencer Framework

There are two fundamental elements that impact the probability of someone changing their behaviour: motivation and ability. Simply having the motivation to change does not mean you have the ability to do so, and vice versa. Consequently, both elements need to be considered in equal amount when trying to influence people to change.

This logic lies at the heart of a framework developed by Patterson et al. called ‘The Influencer Framework’. It can be used in any situation and context in which encouraging change is necessary. It is not, however, a change management model in and of itself. Rather, the framework can be appliedto different elements of a wider change management programme, for example to communication promotion, education and coaching, and technology selection. The framework identifies six sources of influence as shown in Table 1.

PersonalWhy should they care?
What's in it for them?
How cn we make it simple to use?
SocialWho are the relevant peer groups that have already adopted the desired behaviours?Do colleagues support the desired behaviours, and help their peers when needed?
StructuralIs there a reward system in place to encourage desired behaviour, and discourage undesired behaviour?Does the physcial environment support the desired behaviours?

Table 1: An adapted version of The Influencer Framework

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