Review of John Kotter's buy-in

Why do so many good ideas fail to get accepted? Why do those ideas which do get accepted, fail to gain enough traction to be successful? What can be done about this?

John Kotter's recently published book buy-in addresses these questions and provides some answers.

You might be surprised by the recommendations in the book. Kotter recommends letting the lions in. Don't avoid those who might oppose you, in fact, go out of your way to invite them to voice their concerns.

Why would anyone do this? Kotter explains that this is the best way to flush out opposition, gain audience interest, permit the idea to be explained clearly and imprinted in the minds of the audience, and demonstrate your ability and competence to remain composed under pressure. The end result is that there is audience understanding, commitment and buy-in. Kotter makes the point several times, that the real goal is to get the audience to support your proposal and NOT to change the minds of those opposing your ideas.

Most of us however, when presented with some of the attacks illustrated in the book, lose our composure and start arguing. The problem is that we think that logic and strong reasoning will win the day. But in fact, the four most common ways that an idea is attacked appeal to the fears and emotions of the audience. Kotter explains the four common ways an idea or proposal is attacked: 1) fear mongering, 2) confusion, 3) death by delay and 4) Character assassination or ridicule. Each of these attacks if successful, will derail an idea.

It turns out that if you are not prepared to respond to these attacks, your ideas will most likely be rejected. However, if you can successfully pilot your way through these attacks, then you not only will get acceptance, but commitment and buy-in.

There are several reasons given why the method works:

Opposition creates interest. In a world where people are drowning in information and overloaded with work, gaining enough interest from everyone to get a decision and commitment is getting harder and harder. But people are inherently drawn to view conflict. You can use this to your advantage when you invite the lions in.

Once the attacks are voiced, you need to provide clear concise responses. This is a powerful way to communicate the core of the ideas to the audience.

Moreover, if your responses are done with respect, it gains audience sympathy, especially if the attacks are off-base.

Its a short book, illustrated with a long story, but it reads quickly and well worth reading if you find your ideas being shot down way more often than they should.