For the last decade, I’ve been working to understand how we can engage and motivate people to action through technology. It’s a challenge that crosses consumer anthropology with behavioural economics with emerging technologies. These articles are a collection of lessons from this journey.
Just signed up to WorkSmart – the UK Trade Union Council’s freshly hatched plan to help organise 21-30 year old’s. Now okay, I’m a little outside the target demographic (perhaps a lot), but I’m interested in understanding how they’re positioning it.
What is WorkSmart?
WorkSmart is a set of tools and content to help younger workers take control of their career.
Currently, there isn’t much to see. I was sent a link to a short survey that tested my perspectives on work – how fulfilling it is, do I feel like I am in control, and my level of motivation. It promises to tailor the experience for me when the app is released. I signed up to know more about ‘how to progress my work’ and ‘how to build better relationships’ – when those bits are released.
Designed for two-thumbed typists
The TUC have invested many hours in seeking to design an experience that will appeal to the younger demographic. Emails are liberally smattered with emoticons. Text is very brief in the best post-modernist tradition. And the interactions are quick.
The point is to get younger workers engaging with an offer that helps them build their confidence, motivation and understanding – and helps break down the barriers to organising collectively. Over the course of younger workers’ engagement with the offer, we will introduce rights info, and get younger workers thinking about problems at work and how to work with their colleagues to overcome them.
Rebirthing trade unions
They’ve also downplayed the role of trade unions. As Antonia Bance (@antoniabance) notes ‘these younger workers thought unions were for other people – older people, public sector workers, people fixed in their career. And you could hear the impact of atomisation in their feedback to us – young workers didn’t feel able to trust their colleagues.” The aim is to introduce a paid offer – WorkSmart Extra – that incorporates union membership once they understand its value.
Finally, and the bit that particularly resonates with me:
the plan then is to start to spot emerging leaders, common issues, and clusters of members with the same employer.
Our experience has demonstrated that organising remains a face-to-face activity. Where technology can help is accelerating distriibuted organising. Ensuring that those folk that are willing to gather others and lead their local initiatives are well supported. It’s good to see that this is front and centre of the TUC’s thinking…
Good Work in the Machine Age
The need for this kind of thinking was starkly demonstrated in some research that the RSA has just released:
Question: How prepared are the following institutions to protect workers from the effect of new technologies?
Annie Duke, retired poker champion, talks about strategies to accelerate learning in her book “Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts”. A key one is drawing on your community – learning from the experience of experts, testing boundaries with peers, and simplifying ideas through teaching others. Really interesting question here about how to institutionalise these types of practices within an online cooperative community…
Nemo was a special snowflake. Unique just like all the clownfish that had come before him. That is the way evolution works – flawed replication fidelity. Does that make him important? Well, yes to his dad at least. But that is different from the sense of entitlement that comes with being told as a peanut that he was destined to change the world. Not every clown fish can make a dent in the universe. So how did he do it?
Consider again the school of fish. By definition not everyone can be the leader of the pack. If you are a fish that is travelling in the middle of the school it is nigh on impossible for you to go in any direction other than the same one as those around you. If you try to deviate, you’ll bump into your neighbour and they are in the same boat as you. You may as well be travelling in a bus that someone else is driving.
To lead the direction of the school, you really need to be on the edge where you are responding to the environment external to your school. And to be a little clearer, its better to be towards the leading edge of the school.
To swim at the leading edge is to be exposed. The risks to your wellbeing are heightened. The protection of the herd is a function of you being the first to fall – like a centurion in the front line of the phalanx, your role is blunt an attack and give those on the inside time to respond. Whether you survive is as much down to luck as it is to good management by you.
And what does management mean in this context? Your options are limited. You make a difference at the edge – literally. You are subject to the same inertia as those in the middle. The difference is that you can try to change direction. Say you are the first to spot a very large set of teeth bearing down on the school. You try to change direction and bump into your neighbor. In a fright, they see what you see and turn the same way you are trying to go. They bump into their neighbor and so on.
You can see where the idea of a tipping point comes from in network effects. A small and determined group of fish can turn the direction of the herd. They must for the survival tactic of herding to work.
So some lessons in leadership from the school:
It’s a risky endeavor, whether you succeed or fail is a function of luck as much as determination
Inertia is your friend…eventually. It’s not like turning the oil-tanker, you have to convince a few before you can convince the many. You are looking for a tipping point in order for the herd to respond
Find the front, that is where current trends are taking everyone. From there you can make your move.
The alternative is to swim off by yourself and live in a cave. Nothing wrong with that. Plenty of fish have done it and lived out their days in existential bliss. Just don’t expect to impact the herd from the safety of your cave. They are off in the depths doing their own thing.