Driving Change in Your Business by Influencing Behavior Change

Influencing behavior is one key to growing your company and building a strong culture. Whether you’re trying to attract new customers, drive repeat business, or cultivate a collaborative team mindset among employees, a strategy that inspires people to change their actions to achieve your desired outcome is critical. 

That’s why I want to introduce you to the Four Laws of Behavior Change from James Clear’s book Atomic Habits, which was on the bestseller list for nine months. While most think of these principles as applying to personal growth, they also provide actionable ways to shape behaviors across your business.

1) Cue: Make It Obvious

Often, people don’t do what you want because it’s not clear what you expect or how it benefits them. 

For customers, make sure your marketing clearly communicates what you offer and how it improves their lives. Your storefront, website, and promotions should signal your core brand promise. Be sure the language is clear, and photos or videos support your written words. 

Also clearly communicate how customers can engage with you and your business, whether it’s email, phone, directly through your website or in person at your place of business. 

For employees, make sure everyone understands desired outcomes and how their roles contribute. Avoid unclear language and make it easy to find written statements about policies.

2) Craving: Make It Attractive 

According to the second law, you must make the behavior or outcome appealing. People are drawn to things that provide pleasure, enjoyment, or value.

For customers, offer enticing deals, quality products, excellent service, and a welcoming environment.

Foster an engaging, supportive work culture to attract and retain good employees. Make the most of team celebrations by taking photos and sharing them at meetings or on an office bulletin board.

3) Response: Make It Easy

The third law says you need to make the desired behavior easy to perform. Reduce friction, obstacles, and effort as much as possible.

Offer convenience through online ordering, curbside or home delivery, self-checkout and  extended hours. Automate and simplify as much as you can for customers.

Standardize routines for employees to make tasks easier. Use templates where possible for communications. Provide ongoing training and resources.  

4) Reward: Make It Satisfying

Finally, you must make the behavior satisfying, according to the fourth law. People are motivated by recognition and rewards.  

Surprise and delight customers with free gifts, random upgrades, or special treatment. Customers particularly value a personalized loyalty program that gives them choice.

Offer praise and incentives for employees, and celebrate their birthdays and work achievements. Provide development and training opportunities for personal and professional growth.

For employees, consider introducing these four principles in a workshop and together identify cues, cravings, responses, and rewards relevant to your business. I’m confident you and your team will see results with a commitment to transforming behaviors for business growth. 

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