Pathways for Innovation Secure Smart Shared Sustainable Satisfying
5 power bases of leaders to influence others.
reward power (~incentives)
referent power (~earned respect)
coercive power (~punishing ability)
- think of recipient (reframe message)
- make relevant (core must be constant)
- seek to understand first (ask don't tell, listen don't counter, collect info don't dissect)
- avoid moral superiority (practice empathy)
- don't swamp listener (focus on a few big things)
- include the "why" (enterprise why, and the "how"
how to develop convincing messages
I need to do this
I want to do this
How to do this
how to measure success in communication?
barriers: too many measures, only one or two measures
leads and lags measure (eg top 3 attention)
goal should be net benefit. To sustain present state of affairs is no longer good enough.
what does effective communication change?
It is worth noting that, in sustainability discourse, stakeholder engagement (together with partnerships) is often suggested as a solution for almost every challenge. However, when it lacks clear purpose or careful design, this engagement can be frustrating and counterproductive for all concerned.
AccountAbility’s work is based on the AA1000 Series of Standards, which are founded on the Principles of:
Inclusivity – People should have a say in the decisions that impact them.
Materiality – Decision makers should identify and be clear about the sustainability topics that matter.
Responsiveness – Organisations should act transparently on material sustainability topics and their related impacts.
Impact – Organisations should monitor, measure and be accountable for how their actions affect their broader ecosystems.
Many companies have embraced reporting in more detail, focusing specifically on the IIRC and Integrated Reporting, which Deloitte describes as a “globally accepted framework for a process that results in communications by an organisation about value creation over time” (Deloitte, 2017). However, from a communications perspective, Yeomans (2013b) notes that “even those companies that demonstrate real panache in their sustainability communications fail to make the best use of the research, data and information that goes into their sustainability report”. As such, in recent years, companies have been using more creative approaches and accessible channels for conveying their sustainability story and performance.
what is social proofing?
Social proofing (leveraging the power of consumer opinion and perceived demand to create a perception of the product or service’s popularity, for example, through celebrity endorsements, user testimonials and reviews or making subscriber or membership numbers visible);