When it comes to creating value, the law of behavior says behavior must change or value is not created.
Whenever my children were in trouble with me, it was common to hear “I know, Dad. I know.” Knowing wasn’t enough to prevent them from behaving poorly.
We all have areas in our life where we know new behavior would benefit us, but we don’t.
“I know I need to get my blood pressure down with exercise.”
“I know it would help employee turnover if I stopped yelling at work.”
If you want to help change behavior, you must also understand what people believe about what they know. Knowing exercise will lower your hypertension doesn’t mean you believe it’s an activity worth doing.
If you want to create value more effectively, start spending more time examining what others believe about what they know.