Cognician co-founder Patrick Kayton discusses our unique approach to behavior change. And how it can improve your change initiatives.

Since 2010, we have developed experiences that prompt people to think and act differently in a short time. Over the years, we have identified certain catalysts that significantly impact changing mindsets and behaviors within organizations. We refer to these approaches and their results as activation. 

Like innovation, activation is both a process and an outcome. The process of innovation aims to change systems and products to create something new and improved, like purer water, a smarter smartphone, or disease-resistant crops. Innovation focuses on "things," whereas activation centers on people. Its outcomes could be more effective leaders, more creative contract lawyers, or more engaged healthcare professionals. 

As a process, activation employs various methods to influence people's thoughts, emotions, and actions. As an outcome, it cultivates an audience capable of achieving more than before, as they are motivated, inspired, and empowered to behave in ways that propel organizations forward. 

Until recently, our activation methods were largely undocumented. They guided our work and were brought to life on the Cognician platform. However, over the past few months, we have reviewed hundreds of programs to identify the most impactful tactics for activating behaviors, grouping them into eight catalysts for activation. These catalysts are design principles found to have a significant effect on people's hearts, minds, and habits. They are: 

  • Meaning: People are more likely to support a change they find meaningful. 
  • Guidance: The likelihood of individuals acting in line with your intentions increases when provided with an optimal level of guidance. 
  • Contribution: Inviting people to contribute to a change intrinsically motivates them. 
  • Actions: Actions, not information, drive change. 
  • Commitment: Making a commitment increases the probability of following through. 
  • Connection: Change is facilitated by enabling people to connect. 
  • Reflection: Guided reflection turns any action into a valuable learning experience. 
  • Insights: Capturing and sharing reflections as insights amplifies change at scale. 

In recent years, the language of activation has resonated with our clients. Stakeholders recognize that involving people in large-scale transformations requires more than communication or training programs. They're embracing activation, understanding that continual, accelerating change needs a method that respects people as individuals who have: 

  • Unique in knowledge and perspectives that can obstruct or support change. 
  • Deeply emotional, with feelings that can power or resist transformation. 
  • Capable of acting together in groups that can either hold a company back or propel it forward. 

To facilitate the use of activation language, we are introducing three new practical products: a card deck of Transformation Tactics, an ebook titled The A–Z of Activation, and a book called Activation, which deeply explores our design principles. 

Starting today and over the coming months, we will post about the Transformation Tactics on social media. Our hope is that you will use these cards, catalysts, and tactics to enhance the success of your change initiatives.

Here's how they work...

Each card includes: 

  • A catalyst, which is the card’s category. 
  • A title, which is the activation tactic. 
  • A story to illustrate the tactic. 
  • Guidance on applying the activation tactic in your change program. 
  • A question to help apply the tactic to your change program. 

Group 2

You might use them as conversation starters in change team meetings or collect them for inspiration. Or, you might use them creatively in unexpected ways, which is fantastic. 

We would love to hear your thoughts. As we share them, feel free to comment. You may have a story about applying a similar approach or questions about the tactic or a similar challenge you're facing. We welcome your insights and ideas. 

Find out more about the Transformation Tactics Cards here.