Implementation

Figure 10.3 Generalized illustration of the high points in attention level of a captive audience

At the outset the exposition probably has a novelty value, which begins to be dissipated as physical and mental fatigue build up. Shortly before the conclusion is reached, however, the level of attention increases again as the audience begins to anticipate the end of this activity and the beginning of a new one. These high points in concentration are illustrated in figure 10.3.

Tactic 7: Providing evidence and feedback

Verbal persuasion is inherently unstable and needs to be supported by hard facts. Actions speak louder than words. The consultant must keep records of all performance improvements as support for the change process. For example, although daily output figures may decrease immediately following a change process, it is possible that errors or accident rates may decrease even more significantly at the same time.

Successful introduction of change requires presentation of appropriate feedback information to permit those undertaking the change process to adjust as necessary. The consultant must make provision for review and reporting sessions, not merely as morale-boosting devices, but as a requisite for control and correction.

241