Engaging people in a concept or idea is hard, engaging them with work is even more so. The simple fact is that work in general is difficult, not necessarily because it is challenging but because it feels like something you don’t want to do. If it was something you wanted to do why do you need to get paid to do it? Whilst this is often the case, it isn’t always true, there are many people who love their jobs and the work they do and as a result they are engaged with that work and committed to achieving success.
I am sure everyone knows the famous story of President John F Kennedy visiting NASA, meeting a cleaner and asking him what his job was to which the cleaner supposedly replied “I help put men on the moon”. Regardless of whether this is factual or not, this is a great example of someone understanding the greater purpose of their job. It is entirely possible that another cleaner working in the same building having been asked the same question would have replied with “I keep the floors clean”. If I were the sort of person to gamble I would put money on the first cleaner doing a better job than the second.
The clear distinction between these two cleaners is a strong sense of purpose, the first cleaner understands why he is doing his job where as the second cleaner only understands what he needs to do and how he needs to do it. Simon Sinek talks about this in a recent TED talk on how create leaders inspire, which you can find here.
Now we understand the difference, how do you go about sharing the why so that people connect and engage with it? The model below was created with several of my colleagues to help us understand how to create such an experience…
IDENTIFY – a metaphor or story that helps you share your message as this will help people relate their personal and emotional experiences with the work you are trying to engage them with. It is important to consider the ramifications of using particularly emotional metaphors as the outcome can sometimes be extreme.
INFORM – explain work and the metaphor you are using and how it connects to the work that the participants are or will be doing. This needs to focus on why they are doing the work not what they are doing or how they need to do it. It is worth noting that not everyone will immediately and consciously understand why the metaphor is appropriate so it is essential that this connection be brought to attention at some point.
ILLUSTRATE – exemplify the metaphor by using one or more stories to show how the metaphor connects with the work. This enables the participants to start connecting with the topic, this can be done in a number of ways and doesn’t need to be someone verbally sharing stories. These stories are the emotional hook that will connect participants to the work so it is important to choose carefully.
INVOLVE – allow the participants to explore the metaphor and make it their own, provide content that enables them to start connecting on a deeper level with the story and the metaphor. Providing information on the metaphor will help on this front, whether that be through the use of reading materials or multimedia stories. There is a quote I would like to bring attention to here
Tell me and I will forget, show me and I may remember, involve me and I will understand
IMMERSE – turn the participants into actors within the metaphor, make them a part of the story by immersing them in the action. The small things matter here, attention to detail enables the participants to enter the metaphor without thinking about it. This can be achieved in a number of ways and works particularly well when the participants have experience of the metaphor before as they fill in the blanks that you weren’t able to create.
As an example of this I was involved in an event some time ago where we were trying to engage our participants with the importance of quality. To do this we identified the airline industry as a good metaphor for the session given the impact of quality on safety. We didn’t want to just inform the participants that quality is important so we set about creating an experience.
We used an emergency landing story to base our experience on given the potential emotional connection people might have with plane crashes. Upon arrival our participants were given aeroplane tickets and boarding passes and asked to check their luggage, and were sent to a waiting room complete with screens displaying current flights. When it was time to start the participants were ushered to board the plane where their tickets were taken and they were sat down in aisles complete with safety cards and air. Sound was used to signify take off and a comical breaking noise was used to signify something had gone wrong followed by the words ‘BRACE’ ‘BRACE’ being spoken over a microphone system.
The whole experience was concluded with a news report sharing the cause of the emergency landing being an overlooked micro crack in the wing. This helped pull the whole thing together and bring it back to the original intent, quality is crucial not just to a company’s success but also to the service provided and avoiding the potential consequences that may result.
I have recently seen a video on alternate reality gaming which you can find here which has caused me to rethink the level of engagement you can create using multimedia and game mechanics. I would love to hear about any stories you may have of experiences you have helped create or participated in.
Model created in collaboration with several members of the Telford ASE