We tend to think of change as something deliberate. We're consciously aware of setting a goal, making a commitment or launching a program.
But thatβs not the full picture.
I've spent years studying how to influence behaviour, and I've mapped it into what I call the 4i Model β four types of change defined by two simple questions:
- Does it happen TO me or BY me?
- Am I aware of it or not?
That gives us four types of change:
1. Conscious To Me = Imposed e.g. rules, processes, incentives
2. Conscious By Me = Intentional e.g. goals, plans, rituals
3. Unconscious By Me = Ingrained e.g. habits, instincts, identity
4. Unconscious To Me = Immersed e.g. norms, defaults, systems
Most change programs are designed only for conscious change β and that's where they often fail. 4i's gives you the full picture.
Where does your organisation spend most of its time?
If you'd like to talk more about this, let me know.
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