Four Questions That Can Help Stimulate More Consistent Business Culture Behaviors

Recently my wife had an accident. She required surgery on her broken ankle, an extended period of no-weight on that leg, and a number of doctor’s appointments. During one of our waits in a doctor’s examination room, a simple poster by the sink jumped out at me - “How to Hand Rub and How to Hand Wash.”  

Hand cleaning is such a simple, but absolutely critical behavior for proper hygiene and health. The laminated sheet had simple illustrations, sequenced steps, duration of time to do certain steps, and described a different technique when using an alcohol-based product compared to soap and water. It was a great example of using visual content to help clarify desired behaviors.

While we continued to wait for the doctor, I wondered why this technique is widely used in business for technical instructions and operational processes but rarely to clarify key, desired cultural behaviors. Especially since research findings continue to reinforce the power of visual content. For

• 90% of information transmitted to the brain is visual
• The human brain processes visuals 60,000 times faster than text
• 65% of us are visual learners, according to the Social Science Research Network
• People following directions with text and illustrations do 323% better than people following only text

Here are four simple questions you can use to help audit, clarify and enhance your organization’s key cultural behaviors.

1.  What percentage of your overall organizational values communications are clarified through visual illustrations compared to text?
The major challenge with values is few, if any, would debate them. No one would say integrity isn’t important, customer focus drives repeat business, or teamwork increases efficiency. BUT, here’s the catch – everyone would say their behaviors consistently support the organization’s values but they see others who do not. Do our text descriptions alone provide enough clarity?

(What specific values behavior is emphasized?)

2.  Do your giving & accepting feedback communications provide simple, clear step-by-step illustrations on key behaviors to excel in and/or avoid? Research has found over 60% of managers are unable or unwillingness to have difficult feedback discussions.

(What specific feedback behavior is emphasized?)

3.  Are you illustrating acceptable behavior for resolving differences of opinion in your communications? Research has shown the average human will only pay attention for 17 seconds before interrupting and/or preparing a rebuttal.

(What behaviors are being discouraged?)

4.  How many of your communications on personal accountability use visual content to clarify what proactively influencing, taking ownership, and delivering desired results actually looks like? According to an AMA Enterprise survey, “more than 20% of managers believe 20% to 30% of employees avoid taking responsibility.”

(Does this help clarify what fits?)

I bet you can leverage more visual content in your communications to stimulate more consistent desired business culture behaviors. New technology and social media make this easier and easier to do. By increasing the use of pictures, illustrations, video clips, info graphics, etc. you will make it easier for your employees to understand, remember, and share with others. Marketing has accelerated its’ use of visual content to spark engagement. It’s time for leaders of people to do the same!  Remember –