Travel Alberta showcases author Dan Heath

Toni Lucas, Pincher Creek Voice

Travel Alberta brought one of their Speaker Series to Community Futures Alberta Southwest in Pincher Creek, and all across Alberta.  A live web-cast from Dan Heath, titled "How to Lead a Switch" was broadcast to 21 stations across the province.

Author and speaker Dan Heath likened the rational mind to a human rider.  Heath likened the emotional mind as an elephant that the rational mind sits upon.  Using a picture of a man riding an elephant "the rider really believes that he is the one in charge.  He is the one holding the reins, after all.  He ostensibly sets the course, after all."  Heath pointed to the picture and said,  "if these two disagree, who is your money on?"

Heath explored that there is a three part framework for change.  Direct the rider, motivate the elephant, and shape the path.    He surmised that usual way of facing troubles is to ask "what is the problem, and how do we solve it?"  His suggestion is to change the viewpoint to "what is working, and how do we clone it?"

So how do you convince others to change, whether they be colleagues, employees or the person on the other side of the bargaining table?  "You have to use the power of persuasion."  Heath stated.  "You have to appeal to the emotional center, to create the motivation for change."  Heath feels that there is a public belief is that we analyze, think, then change comes about. Heath  believes we see, we feel, and then we are motivated to create change.

Shaping the path is done by removing obstacles and creating signposts on your way to success.  Heath also reminded us that the elephant is a herd animal, and that  "behavior is contagious, if it is visible.  We want to do things that we know others have loved."

Heath pointed out that for an idea or a story to go viral, it has to have two traits:  First, it must appeal to emotion.  "We have all heard or told stories of wonder, or horror," he stated.  Second, it has to have a trigger.  The trigger is what starts the conversation with others. Speaking to the Tourism Industry, he used a specific incident out of his own travels.  At one resort Heath attended the staff takes pictures of everyone during the recognized highlight of most of the guests in the resorts trip.  (being in the lagoon with dolphins).  Then they give their guests the picture, for free.  The people leave with goodwill, having  received a gift, then become spokes-people for the site, every time they show the photo.

Heath cautioned that "knowledge is not enough to spark change".  Emotion is what has the motion to carry change forward.

Local business women, Ginny Donahue of Sierra West Cabins & Ranch Vacations, and Janet Casey of Corner Mountain Bed and Breakfast agreed that it was one of the best Travel Alberta lectures that they had attended.  "I am walking away with tools that I can use in my business,"  stated Casey.  Both woman agreed that the words "obsess with success," resonated with them.  "There is already so much negativity, we are surrounded by it," Donahue added that Heath really not only gave a positive approach, but excellent tools to help keep a positive approach, even through the greatest changes.