Changeworksblog.com

I am in the middle of a Viral Change project for a large organisation and, as part of this process, I am talking to employees. I prefer to call these ‘thinking workshops’ rather than focus groups, because I think that the latter term has become cliched. And without encouragement, people perhaps may not think deeply enough about what we ask them.

On that point, I would highly recommend a book that I am reading: ‘Marketing Metaphoria’ by Gerald and Lindsay Zaltman uncovers the deeper metaphors that work behind our deeper thinking.  Zaltman has developed an innovative process for depth interviews and focus groups to elicit people’s unconscious layers of thinking.  You can watch a video of Zaltman talking about this process, with a live example at HBR’s site.  There is also a ‘mock’ written case study to illustrate Zaltman’s point about the risks of failing to think deeply about what consumers are saying.

Whether we are planning internal or external communication, marketing principles apply. However, most marketing practice is based on outdated or incomplete knowledge of how the mind works.  By studying disciplines such as cognitive and behavioural science we can augment and enhance our marketing tools significantly and far apace of our competitors.  But more importantly we can add significant value to our clients in our change communication with them.

I love Zaltman’s book because it is about understanding the deeper structure and meaning behind the words that customers use, and using this to produce deeper level and higher quality managerial thinking. As a coach, I am fully aware of the importance and significance of metaphor in the change process.  For me this book gives me lots of ideas as to take this approach overtly into focus groups and depth interviews as part of a research process for internal change.

Whilst the book relates the concepts to brands and brand development, but there is plenty of application in developing internal communication programmes and certainly in change management.

But remember, deep thinking is hard work: have you got the courage to face the deep?