14 minute read
Leadership
Dr. Leonardo Herrero, international change management consultant
Framing messages is essential for strong leadership. Frames provide people with a quick and easy way to process information. They are cognitive shortcuts we use to help make sense of complex information, enabling us to interpret the world around us and represent that world to others. Through framing, complex phenomena can be organized into coherent, understandable concepts. The most striking examples of modern-day framing were the different viewpoints expressed by Donald Trump and Joe Biden about the same issues during their televised debates in 2020.
Dr. Leandro Herrero is an internationally recognized speaker, author, and change management consultant with a penetrating understanding of organizational issues. He writes a short Daily Thoughts blog about these issues. This article comprises key extracts from three daily blogs Dr. Herrero has written about the importance of leadership framing. Especially relevant are his comments on ‘Intention and outcome – framing the use of data or insights,’ below.
Dr. Herrero:
I put framing at the top of the list of ‘leadership tasks’ because the framing of messages is essential for strong leadership. One of those non-rocket sciences around us that we refuse to pay attention to. Yes, I think we in business organizations completely underestimate the power of (mental and behavioral) framing to trigger and sustain behaviors, emotions, ways of doing, etc. Framing of messages is especially essential for strong leadership communication.
For me, there are three aspects of framing that are very simple, and perhaps because of this, we take them for granted, or simply dismiss them. These are my three: 1. Framing of behaviors so that they can be copied and scaled up 2. Framing of the overall narrative of the organization 3. Framing of the use of data or insights
Let’s start with the simplest components on the behavioral side. On the behavioral side there is plenty of repeated experimental data showing, for example, how being helped (e.g. to fix a computer problem) increases the level of collaboration by those people with the people who have helped them. Collaboration for completely new, different goals. So far you may think, big deal. But here is the trick. The group that has been helped will then increase their collaboration with any other group afterward, no matter what the subject of collaboration is, versus a controlled group that has not been helped. ‘Helping’ is copied and spreads. It frames the future.
Lots of studies as well on the difference between people in a group that receives a clear ‘thanks’ versus a control group that receives a neutral acknowledgment. Similarly, the thanked group behaves differently afterward on a few parameters that are not
LEADERSHIP
directly connected with the previous reason for the thanks.
Studies on altruism in neighborhoods show similar patterns. Somebody starts, others copy, a critical mass is created, and many other houses in the neighborhood do the same. It becomes normal. No manual is required on how to be altruistic. No team, no committee.
The corollary is: start your mini-mini-behavioral revolution somewhere and persistently focus on a couple of very granular [specific, separate, readily identifiable] behaviors. You don’t have to explain much. Just do it. The more you explain why, the less power. Make it the norm. One-off shows don’t work. You will be framing the conversation and seeding behaviors that may even seem small or trivial. If you get used to the technique, you’ll see the benefits grow.
It’s not a particular behavior because it’s good (I am sure it is) but because you are framing what comes next.
Frame the overall narrative of the organization
In business organizations, we completely underestimate the power of (mental and behavioral) framing to trigger and sustain behaviors, emotions, ways of doing, etc.
What about the framing of the overall narrative of the organization? Well, here are some frames: • Enhance shareholder value • Solve health problems • Improve the quality of life • Transform the way the medicine works • Enhance life • Provide innovative medicines • Discover new treatments • Make drug treatment affordable • Save lives
I have deliberately taken an example of a pharmaceutical company to make the point that: 1. All the above are theoretically compatible. 2. But the frames are different, what you do is different, your priorities are different, and the people you attract are different.
All the frames are like roads taking you to different places.
It’s not a simple question of ‘language’. It’s a view of the world, a concept of the world; in fact, a ‘space in the world (my preferred frame) that is different. Use the excuse ‘it’s all the same at your peril. It’s not.
Using the same example of a pharma company, I personally would like to hear how many lives you save, how many people are treated, how many kids are vaccinated, for example, as opposed to, say, how many R&D plants you have and how many people worldwide you employ. But that is just me.
These frames are completely different: solving, creating, building, modifying, inventing, providing, reforming, reorganizing, etc. Choose your frame before the frame, by default, chooses you. Then you are stuck with it.
We treat narratives as aesthetic statements, not as triggers of behaviors. For me, ‘building’ always wins. I am genetically unable to get up in the morning to ‘reform’ or to ‘increase shareholder value. Yet, these may be serious needs for many. I respect that. But don’t wake me up.
Intention and outcome – framing the use of data or insights – framing of these messages is essential for strong leadership
My third framing comment is about the purposeful use of data or insights. The mode I use is very simple. I have encapsulated it into a meme: ‘intention and outcome’.
Data is data. What you do with it, however, requires an intention (why you are saying what you are saying) and an outcome (what you are trying to trigger). Let’s say that 35% of employees do X: • ‘Only 35% of employees do X’ has one clear ‘intention and outcome’: we are not doing very well; we need to step up our efforts. • ‘35% of employees already do X’ means we are advancing, this is good news, would you not join that crowd? In both cases the facts are the same: 35% of employees do X.
The strength of the ‘intention and outcome’ is even greater if you abandon the numbers in favor of: • ‘Just about a third of employees do X.’ • ‘Already a third of employees do X.’
It’s astonishing how, by and large, corporate language ignores the true power of the nudging frame and uses ‘cold numbers’ leaving the receiver complete freedom in interpretation.
I don’t buy the usual charge of ‘manipulation’ that is occasionally attributed to my ‘intention and outcome’ model. As a business leader or social change agent, for example, I am not neutral. If I am in a hospital and want to boost the ‘wash your hands’ behavior, I do care about what the data is going to trigger.
If I started from a very low baseline of people doing it, ‘already a third of health care workers wash their hands, intends to signal progress. Even better if it’s followed by, ‘Join them – we need to get to at least half by next month’.
If I started from a baseline of people dismissing the call to action or simply assuming (wrongly) that this is common practice, ‘only a third of health care workers wash their hands, means not really, it’s not the norm; we have a long way to go, don’t be complacent. Along all those scenarios, the facts have not changed.
From internal/corporate communications to ‘change programs’ of some sort, framing exercising and testing should be mandatory. Also, framing messages is essential for strong leadership. And, by the way, you can dress it up with a lot of elegant Cognitive Sciences theory behind it to sound scientific. Or you could just ask yourself ‘intention and outcome’ next to any statement.
ARMA President Trudi Duncan opens Rotomould 2022
Rotomould 2022 Conference & Exhibition Wrap Up
Michelle Rose, ARMA CEO
Is it great to be back! It is hard to believe it has been over 3 years since the Australasian industry last came together in person, in Brisbane in 2019. The landscape and ARMA looked a little different then, and we have all come a long way. At the beginning of 2022, the ARMA Board was uncertain if this would be the year to do a conference, and in March decided to jump in and take a chance. From the get-go, we were a little late with the organisation and had to move quickly.
The first step was to engage a new conference manager. As most of you would know, I had been running the Rotomould
conferences for almost 20 years, and it was time to relinquish some control and put it into the hands of someone that was equally capable. Karly Gniel was appointed as our Conference Manager, and what an outstanding job she did.
We agreed to take the conference back to basics, an exceptional business program that flowed, and opportunities for connections within the industry, by way of social events and interactive informative sessions.
Sunday kicked off in the Trade Exhibition with the Matrix Polymers Coffee Lounge and Keep Cups before we moved into the opening session and Rotomould 2022 was officially opened by Trudi Duncan, ARMA President. I then stepped up to the podium for the first time in person as CEO and replied to a very full room of what ARMA has been working on and where we are heading.
Then came the time for our keynote, Rob Edwards. For perspective, Rob had been booked back in 2019 to present at the 2020 conference and we had to reschedule multiple times. I had forgotten what exactly his presentation was going to be other than he is known as the “The Health Presenter”. I must admit I was quite concerned when one of the first slides was a picture of a man on a toilet and the words “how many times a day do you poop”. Rob covered the major health issues that are affecting men and women in this day and the small changes you can make to counteract things, with usable takeaways. Although I was unsure at the start, the feedback was exceptional. It was timely and informative and many points from his presentation were carried throughout the entire conference. Usually with jokes about fruit intake being in the form of wine! We then moved back to the exhibition for “welcome back drinks with the ARMA Board”. Sunday finished with the Price Plastics Welcome Dinner and included light entertainment and roving food.
3 key initiatives attendees learned and intend to implement:
“Operation Clean sweep - Go early, Maintenance check - from Ian’s talk 100% recyclable stickers on appropriate products.”
“Operation clean sweep, closing the circle on products supplied offering a recycling feature in the business, mental health, and team development.”
“Getting clean sweep ready. Research into electrification, or other low-emission moulding. Improving customer experiences.”
“Look at Mental Health with my team in more detail and focus even deeper on my data analysis - to make better decisions. Interested in new materials.”
“Work on staff culture. Continue to work with ARMA environmental. Network more with the roto industry to keep up to date with trends & insights.”
Monday was a full day of plenary sessions with Vision Plastics Environment Sessions to start. VPlas shared the steps they are taking towards a sustainable future, and this was followed by Helen Millicer from One Planet Consulting presenting what major changes are coming for plastics. There was a lot of discussion after her presentation as she provided hard-hitting facts about recycling, offsets, circularity, and climate change. Blaise Costabir from GMI Zarhak India then talked about ethical decisions small and medium businesses should consider.
Following morning tea, the sessions were a little more technical with Ian Hansen of Rotaconsult providing his moulders guide to machine maintenance, a lively Philip Adetunji of Qenos talking about cracking failures, and Aaron Lederhose from the PARTEC training institute imparting his knowledge on sensors and automation.
Conference delegates making a committment during the opening keynote.
The Rotomachinery Group Lunch was held in the Trade Exhibition and enjoyed by all.
After lunch, Martin Coles of Matrix Polymers informed the industry of the investment they are making in Australia and New Zealand for the future and then Bill Spenceley stepped up to provide advice with hints and tips on recruitment and retention, another timely presentation.
One of the most well-rated presentations was by Larissa LloydWard discussing the ethics and economics of dealing with mental health in the workplace, something that the majority of attendees felt more equipped to return to work with her suggested actions. Jim Crawshaw had the difficult task of backing this presentation up with advice on how to improve the customer experience, something he did very well.
As delegates sat down after the coffee break, their tables were now equipped with a variety of beer and RotoLoad glasses for an interactive beer tasting and presentation by Rob Miller on how RotoLoad can with material handling.
We were also lucky to have Peter Bury from Chemistry Australia assist by finishing the day talking about Operation Clean Sweep, something we are working hard on as an industry.
It was a big day, and everyone was ready to relax and enjoy the Qenos Conference Dinner and have a laugh with the comedic entertainment. The Icon of Rotomoulding Award was presented to Graeme Hall and the establishment of the ARMA 20+ years of Membership with the following companies recognized and awarded with plaques. Barron & Rawson Bushmans Group ChemTrend Australia Devan Plastics Duraplas Industries Ferry Industries Global Rotomoulding Gough Plastics Gyro Plastics Indac Limited KK Kingston Matrix Polymers PFG Group Plastic Rotational Moulding Company Plastimac Polyworld Price Plastics Qenos Rimco Rotadyne Rudplas Rotomoulders RX Plastics STP Rotomachinery Viscount Rotational Moulding Weida Integrated Industries West Coast Poly
Delegates appreciating the Qenos massage chairs Delegates enjoying a beer tasting during the RotoLoad presentation
Bill Spenceley provided insight into recruitment and retention of staff Rotomould Trade Exhibition
Thank you to all Rotomould 2022 Conference sponsors
Tuesday was the final day and Aaron Bellette of Global Rotomoulding had the difficult task of waking everyone up with how to use data to make informed business decisions, followed by a Rotomachinery Group presentation on their growth and development in the South Pacific. Tim & Jessica Leed then stepped up to talk about moving factories and software management, followed up by Tony Mercieca presenting on the ChemTrend mould surface technology.
The last sessions of the day were from Rising Sun Rotomoulding on aesthetic mould design and Garth Galloway on the concept, design testing and release of complex products with international customers.
With over 120 attendees across the 3 days, delegates were gifted with a Micropellets Australia cooler bag filled with goodies from Austworld and PSI Brand. Name badges were provided by ChemTrend Australia and an honourable mention to Rising Sun Rotomolding Machinery and Wuxi Yisong Rotomolding Technology Co., Ltd for their support from across the ocean.
I would like to finish with words from the attendees when asked what they enjoyed most about Rotomould 2022.
“Networking with old friends.”
“Networking and health presentation. Dinner discussions with people at my table.” “As always, it’s the networking and discussing issues firsthand with other moulders and supplier representatives.”
“Interaction with new people discussing ideas etc. and I came away with some new contacts and insights.”
“It was fantastic to see everyone again. Good location that was able to cater to all our needs. The food was beautifully presented. There was plenty enough space for everyone in the exhibition area. Well organized.”
“Great to be back, lots of new faces, and the vibe continued to be a forum for our industry to openly discuss the issues and see what solutions are out there.”
