Gain Support for a Good Idea

Buy In

In the book "Buy-In," John Kotter and Lorne Whitehead present a strategy for protecting and implementing good ideas. The book begins by outlining the main objections to ideas, categorizing them into four main groups: fear mongering, delay, confusion, and ridicule. Kotter and Whitehead then present a five-step methodology for countering objections and gaining support. These steps consist of gaining people's attention, maintaining interest, creating a desire for change, reinforcing the change, and making the change stick. The authors also highlight that the four main objection strategies may occur in isolation or combination. Leaders should be prepared to face objections from all directions and people. The book emphasizes the importance of countering objections and gaining buy-in for the idea to avoid lost opportunities and to maximize benefits.

Key take-aways from the book include the main objections to good ideas that require change. Knowing these and how to look for them can help undercut resistance before it crops up. Fear, procrastination, misunderstanding or lack of clarity, and mockery and the main obstacles that good ideas tend to have to face. Any type of attack that aims to raise anxiety, manipulate the situation, or used word associations to spread fear is a problem. Typically, people will try something like, “We tried that idea once and it did not work,” to prevent the idea from moving forward.

Delays are also frustrating as they cause ideas to lose momentum and divert attention to other things that prevent that idea from moving forward with support (Kotter & Whitehead, 2010). Confusing conversations that go on at length, that get side-tracked into tedious details, and that remove clarity rather than create it are another problem. So, too, are attacks on the character of the person who brings the idea: this type of character assassination or ad hominem attack prevents others from engaging with the idea by getting them to focus on the messenger instead of the message (Kotter & Whitehead, 2010).

These challenges can occur individually or in any combination (even all at once) to prevent the good idea from gaining traction. However, the authors note that the first step to counteract these attacks consists of getting the attention of stakeholders by bringing the objectors and naysayers together so that they can voice their opposition. This way the opposition can be addressed directly at the outset and nip it in the bud before it festers and rots the movement from the inside out (Kotter & Whitehead, 2010).

Another step is to win minds by bringing clarity and making the idea simple to understand (Kotter & Whitehead, 2010). Along with this step comes the process of winning hearts, which is accomplished by showing respect for other people’s points of views: people respond negatively to bullies but positively to those who show deference and respect (Kotter & Whitehead, 2010). Thus, one of the best ways to gain support for a good idea is to show that it comes from a person with good character in action.

Fourth, it is essential to respond to objections by keeping the majority in mind—i.e., keep an eye on the reactions of the crowd, not just those in the opposition. Monitoring the reactions of the whole can help you to see if you need to make adjustments—i.e., make explanations simpler or show more love.