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Perpetual: Reads | Crucial Influence

Our series of book recommendations to empower talent and fuel brands.

Crucial Influence

Why Perpetual recommends it

Crucial Influence, by Joseph Grenny, Kerry Patterson, David Maxfield, Ron McMillan and Al Switzler, formerly published as Influencer, tackles a specific and often frustrating leadership problem: why do behaviour change efforts, safety programmes, culture initiatives, personal habits, so often fail even when everyone involved genuinely wants the change to succeed. The authors studied influence leaders who achieved dramatic, lasting behaviour change in extremely difficult conditions to find out what they did differently.

Their answer is that lasting behaviour change requires influencing on multiple levels at once, personal motivation and ability, social motivation and ability, and structural motivation and ability, rather than relying on a single lever like a training session or an incentive. Most failed change efforts, they argue, only ever pull one of these six levers.

The book’s case studies range from public health campaigns that eradicated entrenched behaviours at scale to workplace safety programmes that succeeded specifically because they combined vivid personal experience, peer accountability and structural change together rather than choosing just one.

This maps closely onto how we approach organisational change with clients: a values rollout or new process rarely sticks from a single announcement or training, it takes coordinated effort across personal, social and structural levers simultaneously.

  • Lasting behaviour change usually requires influencing multiple levers at once, not just one
  • Personal, social and structural motivation and ability each play a distinct role
  • Most failed change efforts rely on a single lever, like training or incentives alone
  • Peer accountability is often as powerful as formal structural change

Before launching a change initiative, map which of the six influence levers, personal, social or structural, you’re actually addressing, and which ones you’re leaving out entirely.

We give this book four out of five stars.

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