People have been interested in influencing one another long before modern organizational structures blurred lines of authority. Aristotle laid out his theory of persuasion in the 4th Century BC. One of the bestselling books of all times, Dale Carnegie’s How to Win Friends and Influence People was written in 1936 and is still readily available. Today, Dale Carnegie and Associates, Inc. will sell you targeted versions of the classic like, How to Win Friends and Influence People in the Digital Age or How to Win Friends and Influence People for Teen Girls. Suffice to say; those of us schooled in Western intellectual traditions have come to believe that influence is something we do to others and the more skilled we become, the more others will be attracted to us and to our ideas.
In our organizational lives, the desire to increase agility and decrease cost challenges us to collaborate in ever more ambiguous and complex working relationships. In an attempt to move faster, organizations have removed layers of authority hoping to empower those closest to the work to make daily operating decisions without seeking permission along a chain of command. As a consequence, it is not uncommon for authority over investments, processes and the allocation of resources to be shared or unassigned.
The volatility of today’s business environment demands quick action and adaptability, but when no one can answer the question, “How will this decision get made?” the desire for agility bumps up against our preference for clarity.
When your rank, role, or status does not dictate your decision-making authority, action results from some combination of influence and cooperation. When the responsible parties cannot influence each other, decisions either get escalated to over-burdened functional executives or they tumble through an endless consensus cycle that wrings out accountability and commitment.
I want to offer for your consideration a framework that examines four modes of influence. While each mode represents a legitimate approach to influence, the distinctions among the modes may reveal hidden obstacles to moving forward. Each mode assumes a particular mindset about influence and a particular skillset to employ the mode effectively. Distinguishing among the influence modes will also surface incompatible approaches.
- Catchphrase: Do as I say
- Source: Power imbalance
- Strategy: Find the fear; exploit weakness
Coercive influence has limited applicability in modern organizations. It might be useful in a police interrogation or among religious fundamentalists, but influencing someone by focusing on authority or a power imbalance violates the morality of human dignity. If people respect your rank, role or status, coercive influence becomes benign compliance. When you exploit your rank, role or status to get your way, people will submit in the short run, but in the long run, they will expend their discretionary energy seeking ways to undermine or work around your demands. Coercive influence works when people have something to fear. Bob Woodward and his publishers made a very deliberate decision to call his most recent book, Fear: Trump in the White House.
When reaching conclusions or moving to action under coercive influence, there is only one acceptable option. The rules defining right and wrong are prescribed or dictated.
- Catchphrase: Lend me your ear
- Source: Rhetorical excellence
- Strategy: Draw on credibility, emotion and logic
Persuasion is a form of influence that derives from a mechanistic model of human interaction. Person A holds belief x and uses the tools of persuasion to get person B to adopt belief x and to be willing to act on belief x. We typically think of politicians and organizational leaders as people who rely on rhetorical excellence to influence others. Persuasive influence works best when one person communicates to many people. The exact same rhetorical skill used in a more intimate setting or during a one-on-one conversation suddenly feels manipulative. People in an audience don’t expect to be heard from. People in a meeting do.
When reaching conclusions or moving to action under persuasive influence, there are only as many options as there are participants in the discussion.
- Catchphrase: Better together
- Source: Trust
- Strategy: Build on shared interests and share responsibility for success
When we move from persuasion to collaboration, influence gets reframed. In the collaborative influence mode, influence is no longer something one person does to others. The collaborative mode and the emergent mode regard influence as change caused through interaction. In collaborative influence both parties are open to a “third way.” Collaborative influence rejects the notion that I am only influential when I convince others to see it my way. In collaborative influence, both parties explore their needs and interests and success depends on finding a way forward that meets shared needs and interests.
Under collaborative influence, multiple options emerge from an exploration of mutual interest.
- Catchphrase: Be here now
- Source: Care
- Strategy: Co-create safety for change through dialogue and improvisation
When it comes to the language of influence, it’s hard to think about influence without imagining a protagonist. Like collaborative influence, emergent influence rejects the conception of influence as something that one person does to others. Entering into emergent influence assumes that all parties care about each other’s needs and interests. In emergent influence mode, the potency of my influence is directly proportional to my openness to being influenced by others.
Under emergent influence we are only constrained by the depth of our desire to serve others.