when we’re personally involved

Daniel Kahneman performed an experiment involving a lottery run with a twist. Half the participants were randomly assigned a numbered lottery ticket. The remaining half were given a blank ticket and a pen and asked to choose their own lottery number. Just before drawing the winning number, the researchers offered to buy back all the tickets. They wanted to find out how much they would have to pay people who wrote their own number compared with people who were handed a random number. 

The rational expectation would be that there should be no difference. After all, a lottery is pure chance. Every number, whether chosen or assigned, should have the same value. An even more savvy answer would be that you should have to pay the people  who write their own number ever so slightly less, because of the possibility that there will now be duplicate numbers that, if chosen, would mean the size of the price would be cut in half. 

Neither of these turned out to be the right answer. Regardless of nationality or demographic group, people who wrote their own number always demanded at least five times more for their ticket. This reveals an important truth about human nature. When we’re personally involved in “authoring” an outcome, we are far more committed to it because we feel we own it. The underlying psychology relates to our need for control, which is a deep-rooted survival instinct.

…The lesson for change leaders? If you want to increase the motivation for (and therefore, speed of) the implementation of change, it pays to involve others in creating the aspiration, even when the answer may already be clear in the mind of the leader…. Change programs whose aspirations phase is characterized by an organization-wide, collaborative effort are 1.6 times more likely to succeed. 

Scott Keller and Bill Schaninger

Beyond Performance 2.0: A Proven Approach to Leading Large-Scale Change. John Wiley & Sons, Inc. 2019