In our 4MAT train the trainer and instructional design courses, engaged learning professionals come from all over to explore how to design and deliver learning experiences that create measurable, lasting impact using the 4MAT model. After reading the book, Fascinate, I am wondering if what we are really trying to figure out as trainers is how to become more fascinating.
Why are we captivated by some people and not others? Why are we compelled into action by one message and not another? According to Fascinate author Sally Hogshead, the answer is “fascination.” Fascination is the most powerful way to influence decision making. Hogshead shares “7 triggers” that spark the fascination response. Allow me to share how Hogshead defines the triggers along with my own thoughts on how this might show up in the learning experiences you design and deliver:
1. Lust: If you engage lust, you attract others into the experience.
Think about how you invite training participants to move beyond thinking and engage in feeling. How do you invite in emotions? What senses are engaged? Do you tease with intriguing information, attracting the learner into the experience? Hmmm…
2. Mystique: If you trigger mystique, you’ll encourage others to learn more about your message.
How do you spark curiosity? Do you share just enough information before a training session to make learners eager to fill in the gaps? Do you incorporate mythology, stories and intriguing elements into your 4MAT instructional design?
3. Alarm: If you trigger alarm, you compel others to behave urgently.
How you do create a sense of urgency? Do you define the consequences of not acting? Is the consequence significant enough to warrant immediate action? Do you use deadlines, perceived negative consequences and even danger to move learners into positive action?
4. Prestige: If you trigger prestige, you will elevate others.
What evidence of achievement and prestige are incorporated into the training experience? Do training participants receive proof of achievement—certificates, merit badges or cool gear that signifies their inclusion in an elite group of the “all knowing.”
5. Power: If you trigger power, others will defer to you as the expert.
As a trainer, how do you establish your expertise? Do you influence the environment in such a way that learners willingly follow your lead? How might you use this influence to guide learning in and outside of the formal learning environment?
6. Vice: If you trigger vice, your message will tempt others to stray from the path of goodness and light.
As a trainer, think about how you encourage others to move beyond their comfort zones. How do you tap into unspoken desires? Do you leverage the basic needs of humans to be included, to achieve, to be fascinating? Are learners inspired to break with tradition?
7. Trust: If you trigger trust, your message will comfort others and put them at ease.
As a trainer, how do you build trust? Do you focus on a core message that is repeated consistently throughout the experience (4MAT aficionados would refer to this as the “concept”)? Do you bring your most authentic self to the experience? Do you invite in meaningful dialogue?
Fascinate is a book about marketing. Hogshead goes on to share that a company might choose to focus on a dominant trigger or create a combination of triggers to achieve the desired impact with the consumer. What are your thoughts on applying these triggers to creating desired learning impact? Your comments are welcome.
Source: Hogshead, Sally. Fascinate: Your 7 Triggers to Persuasion and Captivation. (New York: Harper Collins, 2010)