Change is one of the constant features of companies and helping leaders achieve change is one of the roles HR plays. It is typically seen as difficult, yet research in neuroscience would suggest it doesn’t have to be. It is rather change management practices that are the issue. Now scientists have modelled just how to make change happen and the good news is you only need 10 per cent of people on board.
The scientists used computer modelling to measure when a minority belief became the prevailing belief and found that once 10 per cent of people hold an unshakable belief that an idea is right, it will be taken up by the majority. Below 10 per cent and nothing will convince the majority. The research used models of different types of social networks. One network was much like a small company or business unit, where each person connected to every other person. Another had only certain individuals connected to large numbers of others, modelling opinion leaders. And there was another model, where everyone had about the same number of connections, akin to a large company.
Initially each model had a mass of people holding a traditional belief or view. The minority opinion holders were unshakable in their belief and the majority open to listen. It was the ‘true believers’ who convinced others to change, no matter what the network configuration.
This has major implications for HR professionals leading change. How are you measuring the number of people who are completely on board with the change? Are they firm in their beliefs and are you at the critical 10 per cent point? How will you know you have both depth of belief and the right number of people? Is the population at least open to listening and how do you ensure the ‘true believers’ are sharing their views?
While you may not currently apply these measures, they are simpler than many change management practices, and the research would suggest you will get much better results.
Jan Hills leads the HR strategy and capability practice at Orion Partners
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You only need 10 per cent of people on board
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