Do leaders force change?

Scientists have learned something ironic. The more pressure we place on people or money we give them, the less likely they are to believe in what we want them to do. It’s called forced compliance theory. They’ll comply, like a sales team getting an incentive.

We don’t need them to believe in the sales goal. We do need them to believe when we’re asking them to decide something…something like a whole new sales philosophy. Because change is a decision…it can’t be forced.

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