228. The Superpower of Stickiness to Grow Believers for Your Organization - Dr. Pamela Divinsky
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Overview
Meet Pam. This heart-wired Canadian paired her economics Ph.D. with the impact sector, and that research is powering "stickiness" attracting people and getting them to act. We're diving into narrative research (totally fascinating - promise✌️), co-building and the results of the two when paired. Tune in as we talk about moving away from power-control to power-sharing, and the end result is an audience that feels heard, seen, and respected - leading to more donations + increased engagement.
💡Learn:
How narrative research & co-building create stickiness leading to action
3 layers of respect
Steps for implementation
Why the human-to-human approach scales faster with better results
Today’s Guest
Dr. Pamela Divinsky, Founder, InvisibleHand.Company, Academic, Researcher, Strategist, Social Purpose Expert, Marketer.
“Respect is what translates into loyalty, purchase donation, investments, partnerships, sponsorships, whatever you want your audience to do with you or for you, is grounded on respect.”
Episode Transcript
Download Full Episode Transcript Here
Episode highlights
Pamela’s story and journey to where she is today (3:00)
3 layers of respect (8:00)
Creating stickiness that captures attention, investment + action (13:00)
Theories of social change (13:30)
Leveraging narrative research (28:00)
Implementing these ideas (25:00)
A powerful moment of philanthropy in Pamela’s life (32:00)
Pamela’s One Good Thing: Find the one thing that brings you joy. (36:00)
powerful quotes
"How can this competitive market system be humane and just?” -Pamela
“The laws of the market aren’t serving us all in the same kind of way.” -Pamela
“Respect is what translates into loyalty, purchase donation, investment, partnerships, sponsorships, whatever you want your audience to do with you or for you, is grounded on respect.” -Pamela
“We built this business on how you develop respect.” -Pamela
“How we do business really matters. It matters because that is how you get people as advocates.” -Pamela
“This notion of respectfulness and respect is a way to also minimize that kind of disruptive disagreement or criticism, and galvanize people onto the same page.” -Pamela
“We've worked a lot with not for profit organizations or social purpose organizations, and they have fallen in love with their social issue, which is magnificent and beautiful and incredibly invaluable and important. But in falling in love with the issue, what gets lost or becomes a bit opaque is most of the world is not in love with your issue.” -Pamela
“If your business can be informed by this respectful notion, then that starts to change how an organization can do it’s business.” -Pamela
“Awareness gets people comfortable.” -Pamela
“The typical theory of social change is awareness. Awareness gets people comfortable with the topic with the issue, with the condition, with the challenge, the opportunity, and then maybe you can ask them to do something which is typically give us money. We have a completely opposite theory of social change.” -Pamela
“We are so bombarded with awareness. If you lead with action, that changes the nature of the relationships completely. Instead of talking at people about your issue, give them something to do.” -Pamela
“Building with your audience changes your relationship with them. You have shifted the power dynamic and you have created a network.” -Pamela
“My sister came to believe in the power of narrative medicine. She believed that she had come to listen extremely well because she spent that time with them.” -Pamela
“Data patterns are completely interesting and valuable, but they don’t capture those emotions and deep values and drivers of human beings.” -Pamela
“Just because it is a nonprofit it should not be handcuffed in any way to implore tactics that for profit organizations are using.” -Pamela
“If you want to be respectful of your audiences and earn their respect, one ought to integrate these CSR social issues directly into their businesses.” -Pamela
“If we can at least respect our differences, we have way better chance of improving the impact we have on others and the earth.” -Pamela
“We have to understand that we all have a role to play in this.” -Pamela
“Probing and being attentive, in order to hear other perspectives in order to get to better thinking. And that that kind of attentiveness is the way we can get in at what really matters, because getting in at what really matters is almost always the hardest thing to see.” -Pamela
“Find your point of joy, because that's what will help you get into what really matters.” -Pamela
3 Layers of Respect
Acknowledge that every truth is equally important.
We need conversation. Hear the words and understand the motivations, intentions, apprehensions, and fears. Create a safe space so people can make mistakes, have the room to apologize, and there is forgiveness.
How we do business matters as much as why we do business
Implementation
Start with narrative research. Have private, confidential conversations with people. Get to know their pain points, their desires, what they are afraid of, and their ambitions.
Co-build together (combination of people inside and outside your organization)
Connect with Dr. Pamela Divinsky
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Episode Sponsored by
Studio Selfie
Julie Confer, Becky Endicott, Jonathan McCoy and Dr. Pamela Divinsky
