What proof are you creating as a Leader?

By Adi Solution Architect and Founder of ARC

↓

Welcoming all new and old subscribers of ARC’s Leadership Campfire.

On LinkedIn, we’ve started a mini series on Applied Behavioural Science in action. This newsletter is a deeper exploration. It talks about a specific topic: The influence of social proof in our everyday decisions.

Making you aware of the next time you(r):

• Trust reviews on Google more than our own gut.
• Watch a Netflix show just because it’s trending.
• Actions become social proof as a leader to others.

You know what? This is one of those topics that you might think is so obvious, or you would’ve heard about it. But as always I promise you that you wouldn’t have seen the application of it so often in your regular life.

So let’s get into it.

---

Up for an experiment?

It’s 2 days to the weekend, I am sure that at least once, you’d type in the phrase ‘restaurants near me’ on Google or Instagram.

If not, go ahead, try it. I’ll wait.

You’d see a long list of restaurants. Which one caught your eye?

Did those tiny stars below each restaurant’s name play a role in influencing your choice?

That right there is an application of Social proof, an Applied Behavioural Science concept.

And before you realise, your decision on selecting a restaurant is influenced by those stars.

---

Social proof works on a simple concept:

If it worked for them, it’ll work for me.

This happens when:

1) You try a new cafe because it is Instagram famous.

2) Invest in a stock your friend recommends.

3) Watching a show trending on Netflix.

4) That’s why brands flaunt client logos on their websites.
That’s social proof at work

Social proof doesn’t just decide what café you visit, it also shapes how teams look at their leaders. (More on this below)

Okay, but wait.

Why is a consulting firm talking about social proof and applied behavioural science?

The 275+ organisations (← Social proof right there 😉) we have worked with, we’ve used Applied Behaviour Science as a lever.

Applied behavioural science is the practical use of insights from the field of psychology, sociology, economics, and neuroscience to understand why people behave the way they do.

And then design ways to influence or improve those behaviours in real-world settings.

Try changing a person’s opinion about something that they are deeply concerned with- it is one of the toughest things to do. Now imagine doing that at a large scale, in different industries, in organisations, in teams, individuals.

One has to go beyond logic and influence.

---

Now, coming to how you can use this concept as a leader.

At the workplace, and even outside of it your behaviours and actions act as a social proof to others:

→ You come to a meeting prepared.

→ You pitch an idea with a plan to execute the next steps to make it a reality.

→ You show up on the worst of your days and do what the situation requires you to do.

→ You openly admit a mistake and show how to fix it.

Through these demonstrative behaviours and small actions, you are creating a better culture. At every instance, unconsciously/ consciously people around you are trying to make meaning of what’s acceptable and what is not.

Creating their own idea of social proof.

Aspects of Social Proof that are in play here
(Theory to support that practical knowledge)

‣ Behavioural Mimicry: People observe others and imitate their actions to determine the right way to behave.

‣ Uncertainty and Ambiguity: It is more potent when people are unsure of the appropriate course of action. (Imagine a new employee in your system- they are most susceptible to this)

‣ Need to belong: It fulfills a fundamental human need to connect with and be accepted by a group. (When one travels to the west, drinking alcohol socially is a norm, you are almost made to believe that you are abnormal if you don’t drink)

‣ Efficiency: Following the crowd feels like a quick, easy, and safe way to make decisions, rather than extensive deliberation. (Talk about mental shortcuts)

And like any concept, there is a flip side to it.

↳ You say, “This meeting is important,” but scroll through your phone the whole time.

↳ You tell your team to prioritise wellbeing, but brag about pulling all-nighters.

↳ You claim to value transparency, but make key decisions behind closed doors.

The question is: What proof are you creating?

Key Takeaways:

→ Social proof is the phenomenon where people conform to the actions and beliefs of others, especially in uncertain situations, because they assume that others' choices reflect correct or desirable behaviour.

→ As leaders, instead of telling people what to do, demonstrate it.

→ Remember: Every action big or small, becomes someone else’s proof. In leadership, you are the proof others look to.

On a lighter note: You now have a list of restaurants you might want to try out on the weekend :)

​

Until next time,
Making you aware of your decisions,
Adi

---