What if you were given that choice? For real. What if it weren’t just the hyperbolic rhetoric that conflates corporate performance with life and death? Not the overblown exhortations of a rabid boss, or a slick motivational speaker, or a self-dramatizing CEO. We’re talking actual life or death now. Your own life or death. What if a well-informed, trusted authority figure said you had to make difficult and enduring changes in the way you think and act? If you didn’t, your time would end soon — a lot sooner than it had to. Could you change when change really mattered? When it mattered most?Yes, you say?
Try again.
Yes?
You’re probably deluding yourself.
You wouldn’t change.
Don’t believe it? You want odds? Here are the odds, the scientifically studied odds: nine to one. That’s nine to one against you. How do you like those odds?
For instance, 80% of the health-care budget was consumed by five behavioral issues: too much smoking, drinking, eating, and stress, and not enough exercise. Even individuals who know they need to change don’t change:
“If you look at people after coronary-artery bypass grafting two years later, 90% of them have not changed their lifestyle,” Miller said. “And that’s been studied over and over and over again. And so we’re missing some link in there. Even though they know they have a very bad disease and they know they should change their lifestyle, for whatever reason, they can’t.”
Getting people to change requires an emotionally resonant argument, not just an analytical one, that reframes the issue. Change your ways in order to enjoy life, not change or die:
Reframing alone isn’t enough, of course. That’s where Dr. Ornish’s other astonishing insight comes in. Paradoxically, he found that radical, sweeping, comprehensive changes are often easier for people than small, incremental ones. For example, he says that people who make moderate changes in their diets get the worst of both worlds: They feel deprived and hungry because they aren’t eating everything they want, but they aren’t making big enough changes to quickly see an improvement in how they feel, or in measurements such as weight, blood pressure, and cholesterol. But the heart patients who went on Ornish’s tough, radical program saw quick, dramatic results, reporting a 91% decrease in frequency of chest pain in the first month. “These rapid improvements are a powerful motivator,” he says. “When people who have had so much chest pain that they can’t work, or make love, or even walk across the street without intense suffering find that they are able to do all of those things without pain in only a few weeks, then they often say, ‘These are choices worth making.’”
Research shows that this idea applies in business:
Bain & Co., the management consulting firm, studied 21 recent corporate transformations and found that most were “substantially completed” in only two years or less while none took more than three years. The means were drastic: In almost every case, the CEOs fired most of the top management. Almost always, the companies enjoyed quick, tangible results, and their stock prices rose 250% a year on average as they revived.