ABOUT THE AUTHOR
 

David Maxfield is coauthor of two bestselling books, Change Anything and Influencer.

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This question was first asked on our LinkedIn Training Community. To Join visit us on LinkedIn.
How can I measure the ROI of a VitalSmarts training?

The challenge with any kind of skills training is that people can learn the skills, but then either fail to use them or use them in areas that don’t produce a return on the organization’s investment. For example, a participant might use the skills to save his/her marriage, jumpstart his/her career, mend a broken relationship at work, or resolve a long-standing customer problem. These are all positive outcomes, but they may or may not produce a return for the organization. This post is designed to show practitioners how to develop measuring and implementation tools that make sure their training results in significant returns.

1. Identify Crucial Moments, Failure Modes, and the Costs of Failing. Conduct an organizational assessment to identify leverage points where improvements lead to bottom-line payoffs. In addition, get a clear picture of what failure looks like in these crucial moments, and what it costs.

Example. We are working with a joint venture between two Fortune 500 firms. Their collaboration has great potential, but they’ve also identified six Crucial Moments when their teams tend to fail. Below are three of these six Crucial Moments.

• Absence of Move to Action (lack of ownership and follow up). This crucial moment happens when one party believes they have a commitment from the other party to take action, but then they don’t see the action being taken. Sometimes there is ambiguity over who owns the task or has responsibility for executing it. Other times there are disagreements about the priority of the task, the timeline for the task, the resources that will be put toward the task, etc. In summary, people are not seeing the cooperation and responsiveness they expected.
• Willingness to Increase Shared Pool of Meaning (Trust and Humility). This crucial moment happens when people begin to suspect they are being given a “sugar-coated” version of the truth. Often they believe others are hiding bad news from them, or that others are overly focused on protecting their reputations.  In summary, people are beginning to question whether they are getting the full truth. They want the good, the bad, and the ugly, and they don’t’ think they are getting it.
• Unwillingness to budge on requirements. This crucial moment happens when the business or the project is unwilling to budge on requirements or timeline when more obstacles or difficulties are encountered than were assumed during initial scope.

In this particular case, the typical Failure Mode is silence followed by violence. People build up grudges for several weeks, often until a key milestone is missed, and then launch a round of blame directed at their business partner.

Measurement. We measure these Crucial Moments along four dimensions: frequency, severity, dialogue, and solvability. We ask participants how often they find themselves in each of these Crucial Moments; how costly the Failure Mode is when it happens; how well participants engage in frank, honest, dialogue during each Crucial Moment; and how quickly and successfully they solve the problem.

Our expectation is that the frequency and severity of the Crucial Moments won’t change. They are a function of working in a tough environment. But we expect dramatic improvements in dialogue and solvability. In other words, problems still happen, but now people solve them quickly and successfully.

2. Train to the Crucial Moments. If you haven’t identified high-leverage Crucial Moments, then participants will select their own targets—based on what they care about most. While their targets may produce excellent returns for the organization, they are usually too varied to accurately measure.

Instead, identify Crucial Moments and then use the applications and contracts in the training to focus on these moments. Make sure participants practice the skills to solve the problems you have identified as highest leverage. Of course, participants will still use the skills to improve their marriages and get their kids to complete their homework, but there will be a much better chance they will also use the skills to create a return for the organization.

Measurement. Build assessment points into the training. We measure participants’ efficacy expectations—their confidence that they can use the skills to solve the problems described in the Crucial Moments. For example, “How confident are you that you can use these skills to solve XXX when it happens?”

3. Employ all Six Sources. Often, training is the final puzzle piece that makes change happen. These are cases where the organization has built alignment around the need for change, and has removed the barriers to change, so that individual skill building is all that’s left to do.

But, other times, training is relied upon as silver-bullet solution to a problem that requires more than individual ability. Make an honest assessment of the non-training barriers that could prevent your training solution from working, then take action to remove these barriers.

Example. We often work with clients who need front-line employees to speak up to their managers, and who need managers to speak up to executives. We use our Influencer approach to help them discover the range of barriers—beyond training—that can prevent the honest dialogue they need. The intervention then addresses all of these barriers, often using the training as the context. For example, we might have the training led by the participants’ manager and focus the applications and contracts on speaking up to him or her.

Measurement. We work with the client to identify potential obstacles in each of the Six Sources of Influence, and then use surveys to track our progress at removing each of these obstacles.

4. Measure Return and Investment. It’s difficult to estimate returns. We focus our measurement on the Crucial Moments, and ask, “If this problem becomes one that is quickly and successfully solved, what would that be worth to your organization?” Often the benefits aren’t purely transactional; they also include benefits to the brand, to reputation, and to opportunity. And this makes them a bit subjective.

Don’t let the perfect be the enemy of the good. Get the best estimate of dollar returns that you can. Involve multiple stakeholders and combine their estimates.
Investments are somewhat easier to measure. We usually include the costs of the training, of the time spent by trainers and participants, and any travel included. When a Six Source approach is used, then we add in the costs of the various non-training solutions.

Thank you to all our readers and fans who have helped us launch our new book Change Anything to bestseller status. The book has been an immediate hit on all the major bestseller lists and we couldn’t be more ecstatic. See for yourself:

#3 New York Times (Hardcover Business)
May 1, 2011

#3 New York Times (Advice, How-to)
April 20, 2011

#1 Wall Street Journal (Business)
April 23, 2011

#1 USA Today Money

#2 Amazon.com
April 10, 2011

#1 BarnesandNoble.com
April 11, 2011

#7 Publishers Weekly (Hardcover, Non-fiction)
April 21, 2011

My change goal: Lose 50 pounds by Jan 1, 2012.
Progress: As of April 25, I have lost a total of 21 pounds.

My crucial moments:

• Moments of stress when I’m tempted to resort to my old, unhealthy eating habits
• Moments when I’ve allowed myself to get to the state of ‘starving’ and as a result, I make poor food choices

My vital behaviors:

• Connect with one of my coaches for support. If a coach isn’t available, I give myself a pep talk incorporating my Default Future.
• Consume 1800 calories per day and drink 64oz or more per day.
• Prepare healthy meals and snacks for home and work.
• Exercise 30 minutes, 5-6 days per week.

I attribute my success to a total life change and the six-source plan I’ve created to adopt these vital behaviors. I remind myself that I did not put this weight on overnight so I cannot expect to wake up one morning and it all be gone. If you want to be successful with any change initiative, be prepared to put some time into the change. However, once you’ve incorporated the change plan into your everyday life, the change feels effortless.

Love what you hate: I participate in activities I enjoy so working out is not a burden. In fact, I actually hate it if I have to miss a work out. I’ve learned I’m pretty competitive with myself on this life changing journey.

Turn Accomplices into Friends: I’ve recruited my manager to be my change partner. We have mapped this change to my performance plan for 2011 and she checks in each week on my progress. I have made my weight chart available to her so she can challenge me if she doesn’t notice progress.

I believe my food choices are solid. I stay within the allotted 1800 caloric intake daily. I’ve gradually increased the number of reps I do during strength training. I also plan ahead which removes the possibility of excuses. Here’s an example, I’m taking a class on Thursday night for the next 7 weeks. I normally swim on this night. Since I’m unable to swim, I’m joining the Yoga class my company sponsors each Thursday. I have shared this change with my coaches and team members in my office to keep me accountable. There is power when you open your mouth and tell others what you are doing. I truly enjoy the support I receive from friends and family.

Control your Space: I am also using www.changeanything.com and it’s very helpful to see the Predicator Meter chart my progress. I get a thrill out of seeing the needle move closer to the ‘very likely’ section.

How I’ve turned bad days into good data: I do not have to travel too much for work; however, it’s a challenge to stick with your diet when your meal is chosen for you at a work event. In that case, I don’t beat myself up. I say this is a one-time event, it’s okay if I have to modify my meal for the day.

What is your change goal?

To receive a promotion within 6 months

What are your crucial moments?

• When new, stretch assignment becomes available
• When discussing business accomplishments
• When beginning assigned lead on project

What are your vital behaviors?

• Willingly take on stretch assignments and identify what competencies will be enhanced.
• Confidently share the path I’ve taken to achieve accomplishments with my managers.
• Willingly take on projects with clear understanding of objectives and deadlines. Ask questions when uncertain and don’t procrastinate

What adjustments are you making to your change plan in the past few weeks to ensure you achieve your goal?

• I’m making the actions steps I’ve outlined in my plan realistic and achievable.
• I’m scheduling time each week to review my plan and complete the action steps.
• Realizing that the time I devote to my plan doesn’t need to be hours – even 15 minutes twice a week can make a difference.
• I decided I will reward myself with iPad if I achieve my goal.

What insights have you had as you’ve encountered challenges and how have you turned bad days into good data?

• The Change Anything website has been an invaluable resource.
• The messaging, journaling, and action plan tutorials make the website very easy to use.
• Coaches have provided an extra cheer—like running a 5K.
• I’ve viewed setbacks in my plan as an opportunity to revise and improve rather than as defeat.
• I’ve realized a journey is rarely a straight path!

What is your change goal?

Facilitating a young adult’s transition to self managed care of a chronic medical condition. Specifically, by 5/1/11, our son will be engaged in a ongoing healthcare with an appropriate provider and he will be accountable for a daily care plan. We will be able to dialogue about his health without defensiveness.

What are your crucial moments?

• When I see him making poor choices about his self care.
• When I want to know if he has been monitoring his health.
• When I disagree with an approach to care he is using.
• When he asks for my help, that I only help and not probe more.

What are your vital behaviors?

• Don’t tell myself stories about what happens on a day-to-day basis when I am not there.
• Always lead my discussions from the heart.
• Realize that he has emotions about this subject too.
• Support his progress and help in any way requested—do not overstep those boundaries.
• Realize he is an adult and ultimately he is responsible.
• Look for support of transferable skills.
• Find his carrots in this process and help him build towards his stated rewards.
• Bite my tongue if I feel discussions getting defensive.
• Recognize this can be a huge win-win; only go to the mat for the really big stuff.

To what do you attribute your early success?

Focusing on this goal from a more objective and project management like process has allowed me to admit the amount of emotion I have had in my interactions with my son in the past. I have taken a background support role and we have reframed our interactions and discussions. As a result, we have worked together to identify and set goals.

What adjustments are you making to your change plan in the past few weeks to ensure you achieve your goal?

I’ve been doing quite a bit of disease specific research so that I am able to discuss options and articulate current treatment/equipment options.

What is some of the progress you have experienced?

Our son came home last week. In planning for his arrival, I wanted to help him prepare for his upcoming physician’s appointment. I also wanted to have a crucial conversation with him about my intentions and desire to redefine our relationship and my role in managing his illness.

His visit went very well. We dialogued well and I was able to sense when I was being too pushy. If I started to get pushback from him, I refocused and reestablished safety. I did not check everything off the list of things I wanted to discuss with him but I am okay with that. There were a couple of times I even refrained from commenting on things and just kept my mouth shut—figuring it’s better to bite my tongue than regret my words.

We prepared for his physician’s visit which will happen this Thursday. I am not going with him to the appointment (which is admittedly, REALLY hard for me) and that is something we didn’t even discuss because he needs to do this himself and I am very supportive of that. His request was to meet for lunch afterwards and I am already working on myself so that I don’t discuss his appointment without asking permission and even accepting the fact that he may not want to discuss the appointment with me at all. We have lots of time to explore these new ground rules in this “new relationship” and I am committed to taking the time we need to do it right.

Personally, I’m spending some pretty intense time coming to terms with my feelings of failure as a Mom. Not only am I his mother, I’m also an RN and that makes me feel even more guilty that I was not able to figure out how to have impacted his health sooner. While we’re not facing a life-threatening illness, I worry about how our delayed management could affect his long-term health. I’m smart enough to realize that personality, frontal lobe development, and his own needs to come to terms with his illness have all played a big part the struggles he has faced in the past. My head is screwed on pretty straight about the reality of the situation and yet, my heart is still struggling—that too is a process and journey I am willing to take. David Maxfield has recommended the book Motivational Interviewing. I’m stopping at the bookstore on my way home this evening. Thanks David!

We’re only three weeks away from launching our newest book, Change Anything: The New Science of Personal Success, and we want to give you the chance to win the complete VitalSmarts series of books including signed copies of Change Anything, Crucial Conversations, Crucial Confrontations, and Influencer. We’ll also throw in a $20 Amazon gift card (Total prize valued at $100).

Mandatory Entry:
Pre-order Change Anything and forward your receipt to editor@vitalsmarts.com with “Change Anything Giveaway” in the subject line before Wednesday, March 30 at 11:59p.m. MT. (Note: If you already purchased Change Anything, you can also enter by forwarding your receipt.)

Extra Entries: (send a separate e-mail for each entry)

• Subscribe to Crucial Skills via RSS or e-mail using the links on the sidebar, then e-mail us and let us know you subscribed.
• Use the buttons below to share on Twitter, Facebook, LinkedIn or your favorite social networking Web site, then e-mail us a link to the individual tweet or update. (Note: You can do this once a day until the giveaway ends.).

Rules:

• You must pre-order Change Anything (the mandatory entry) before your extra entries will be accepted.
• Send an individual e-mail using “Change Anything Giveaway” as the subject for each entry, and include your name and address, as well as the information required for each entry (see above).
• This giveaway will end on March 30 at 11:59p.m. MT. One winner will be chosen using Random.org and then e-mailed directly. The winner will have 48 hours to respond or a new winner will be chosen. Please note that this giveaway is open to residents of the United States and Canada only.

About Change Anything:
So often, we want to make big changes but lack the resolve to see them through. We can’t seem to summon the necessary willpower to take on huge challenges like saving for retirement, earning a promotion, quitting smoking, increasing productivity, or losing weight. But it turns out, willpower has little to do with whether or not people succeed at changing bad behavior.

In their new book, Change Anything, the New York Times bestselling authors of Crucial Conversations and Influencer, show us that we have a lot less control over our behavior than we think we do. However, we can affect the influences that govern our behavior and that puts the power to change back in our control. With a clearer understanding of the science behind personal change, we can become ten times more successful at changing anything.

I was on time for my birth, but it has been a struggle ever since. When I am on time, I feel calm and really good. When I am not – which is far too often – I feel stressed and can just feel my immune system drain.

I have been working in earnest to change this behavior for 15 years. However, with help from the Change Anything challenge, this could be the year I change my life.

Changing my behavior is especially important for my career. I have been with my new employer for two years. Where my former employer had a relaxed attitude about starting times for staff meetings, my new employer is much different. We start meetings on time. So far, I have been on time to group meetings but it has not been easy. My goal is to relax so I can contribute my best to the company. To do that, I really need to get my rushing problem under control.

Using the Change Anything model, here are the crucial moments I’ve identified:

• When I’m going to sleep and want to read “just one more chapter”.
• When I watch the Today Show and get into the shower late.
• When I have 5 minutes before I need to leave to be on time and I decide to do just one more task.

The vital behaviors I’ve identified:

• Turn off the lights at a specific time each night, depending on when I need to wake up.
• Get breakfast out of the way before the Today Show.
• Shower during the local news.
• When I’m in my office, stop any activity or tasks 5 minutes before any meetings start.
• When I’m at home or outside the office, stop any activity or tasks 10 minutes before I have to leave.

I am definitely making progress. One of my coaches suggested I focus on what is going well rather than solely on what is not going well. It was then I realized that although I continue to struggle with leaving my house at 8:05 am for work, I do arrive early for work meetings, restaurant meetings with friends, and church.

Last week, I realized I have no skin in the game. In other words, aside from feeling bad, I had no other consequences to not leave home at 8:05. I have now placed $250 in a specially designated savings account. I have decided that for each day I leave home later than 8:05, I will donate $5 to a charity I dislike. If I do not leave on time any day in a week, I will give an extra $10 for a potential total of $35/week. I have selected a pair of earrings I would like to buy that cost $208. That means I cannot afford to slip up too often or I will not be able to afford the earrings.

I’ve also added author David Maxfield and my sister Patty as my coaches. This has made a real difference as I no longer feel I’m writing a diary for myself, but that I’m blogging for my team.

I’ve gone through the stages the authors expected – excitement then discouragement. But by adding tools to my toolbox (skin in the game, a daily log, and coaches) I’m finding it’s easier. I also am finding that as I become comfortable with the tools, I’m getting ready to make a second commitment related to exercise. So, I’ll be adding that plan during the next couple of weeks.

As I’ve begun my change journey and created a plan using the Change Anything model, the thing that has most impressed me has been how important it is to be a change scientist studying ourselves. Over the years, I’ve read books and attended many support groups that rely on the typical science to overcome sexual addictions. However, using the Change Anything model has really helped me figure out the ways in which I am different from the norm.

For example, people recommend those who struggle with sexual addiction should increase their time at the gym because it relieves tension. As I pondered my own crucial moments, I realized that for me, the gym creates crucial moments. There are a lot of beautiful people at the gym and watching those people not only fills me with a lot of sexual charge, but it also makes me feel depressed that I don’t look good. When I come home from the gym, I’m depressed and often binge eat. Next thing I know, I’m spending time on the computer indulging my addiction. I realized I needed to create vital behaviors to combat these moments such as making sure I don’t go home to an empty house after the gym. This was a breakthrough, because by standard addiction literature, the gym was supposed to help me, not create more temptation, right?

I’ve also been impressed at how much stronger this change plan is now that I’ve incorporated strategies in all six areas of influence. I feel like I’m really tackling my problem from all sides. In the past I’d set up structural barriers to avoid the problem and when I’d mess up, I’d blame my lack of personal motivation. I realize now that the barriers were nothing more than an extra challenge to jump over before diving into the behavior. This next week, I will write a journal entry visiting my default future and one describing the positive results I expect to achieve because of this change.

It was a little hard to come up with social influences as sexual addiction isn’t typically aired out in public in our society. But I’ve got a few friends who also struggle with these things and we’ve developed a google doc where we each report on our actions every day. I will also share my portion of this spreadsheet with my wife weekly (since it will be much more motivating to report to her than others who also slip up and are more forgiving). I also have a few acquaintances who would argue that the sexual behaviors I classify as harmful addictions are a wonderful part of life. I am not terribly close to any of these people, so I see no reason to remain their friend on social networking sites.

I’ve also set up structural rules to be more conscious of my internet habits. I’m going to try to log each time I get on my computer at home. I will write down my purpose for being on the computer and then report on how well I stuck to that purpose. It will be okay to have a purpose of browsing the internet as long as it is not at night and as long as there are other people around. Otherwise, browsing the internet will not be an acceptable reason to be on the computer.

These are just a few of the things I’ve learned as I’ve worked to create my change plan.

I am pleased to announce that I am down 12 pounds since I submitted my YouTube video. This actually came as quite a shock. I have yet to implement a workout schedule and I have failed to update my change plan with feedback from my support team on changeanything.com. That being said, my nutritional choices have been noticeably healthier and more intentional.

In these early stages, I have received really encouraging feedback from the other VitalSmarts Changers like Terri Moore and Steven Stout. Joseph Grenny’s advice and continued support has set the stage for me to sustainably change my life. From the outset, Joseph made our conversations safe—allowing me to identify important facets of my story that impact my plan. Instead of feeling embarrassed or ashamed, we talked openly about sensitive issues like depression and fear of failure. As a result, Joseph made better informed suggestions and directed me to additional resources that can increase the likelihood of success. My colleagues from The RAD Group, Philip Ragain and Michael Allen, have also given excellent advice. In terms of identifying my Crucial Moments and Vital Behaviors, I feel like my first effort was pretty accurate and will serve me well after a few refinements.

Original Crucial Moments
1) The hunger moment—the moment when I choose to not care about the promise I made to myself to plan meals and eat according to that plan.
2) The tired moment—the moment in the early morning when I choose to ignore my alarm and sleep in instead of going to the gym.
3) The quitting moment—the moment when I decide to quit either temporarily or completely during an exercise.

Original Vital Behaviors
1) Plan my meals 2 weeks in advance and use the plan for shopping and calorie counting.
2) Every night, prepare the next day’s meals and snacks.
3) Call my accountabi¬lity network when I am tempted to eat outside of my nutrition plan.
4) Wake up at 5:30am every morning and drive to 24 Hour Fitness.
5) Take only planned breaks during a workout.

Based on Philip Ragain’s advice, I am going to eliminate Crucial Moment #2. Because mornings are already a lifelong nemesis and there is no reason to schedule my exercise time (already an historically undesired activity) during another undesired activity (waking up early). I think a more appropriate Crucial Moment is the moment when a friend or my “inner good-idea-fairy” suggests I add another project or commitment to my already overwhelming schedule.

With this refinement, I am going to eliminate Vital Behavior #4 and replace it with two others:
1) Don’t schedule personal and business commitments that conflict with my lunch-time workout.
2) Respond to new time/resource commitment requests only after having consulted with a member of my support team.

The greatest insight I have gleaned during this process is that my schedule is out of control. Over time and with the best intentions, I have made commitments to my church, to the Boy Scouts, to friends, family, colleagues and the like. Deep down, I am warmed by the reward that comes from serving others. However, I can’t make even the smallest commitment to my own health with so many potential warm feelings taking up my entire day.

Now, I need to revise my action items. An action item that makes sense is worthless if you lack the time to actually take action. Some of the items will stay, but reality requires I tone down the overall aggressive posture of the plan. My immediate focus will shift toward realigning my calendar to facilitate nutrition planning, a personal workout time during lunch, and a family activity on Saturdays. I am not yet prepared to cancel my existing appointments, but I am committed to restraining my future schedule to align with my health priorities.

I’d like to thank my friends, family, and members of the VitalSmarts Community who have supported me on this journey. I know your continued support will lead to better results than what I could have achieved on my own.

I’ve had great success with my change plan so far—even though the behavior I’m addressing is fairly entrenched. While I know a lot about behavior change, I have never applied this knowledge systematically to this particular problem. Sitting down and spelling (and drawing – see below) it out and posting it in my office has not only been fun, it is already working!

The behavior I am trying to change is my telephone phobia. My reluctance to make phone calls inhibits my ability to grow my business and maintain my personal relationships. What is particularly embarrassing is that I am a great communicator in every other medium—I am a teacher, public speaker, writer, etc.—but for some reason, I just can’t get myself to pick up the phone!

My default future: If I don’t get over this, I won’t generate enough new clients and my business will fail. This will lead to one of three possible negative scenarios: I continue to work my butt off but make no money; I have to get a normal job, spend hours in an office, commute, and lose the flexibility of being self-employed; or, I will just be broke, my wife will resent that I’m not bringing in any income, etc.

My goals: make ten targeted phone calls per week; answer the phone when it rings; and call my family members weekly.

I have two crucial moments:
1) When the phone rings: The moment when I either view the call as a burden or as an opportunity.
2) When I sit down to make calls. The moment I set aside to make calls and find myself easily distracted.

Some of the tactics I’ve implemented so far include:

Source 1: Love what you hate—Instead of viewing incoming calls as a distraction or burden like I used to do, I try to tell myself, “It could be somebody really cool with an exciting job for me!” I even recorded a new ring tone that replaces the typical ring with a knock on the door and my own voice saying, “Opportunity’s knocking!” It REALLY helps. Last Wednesday I answered a call using these thoughts and it turned into a paid gig!

Source 2: Do what you can’t—To address my skills around sales calls, I will read books and attend sales seminars, as well as develop a basic script to which I can refer while making calls.

Source 3 & 4: Seek support from others—I organized an accountability group, and I report my successes and failures to them each week. They also regularly ask me how I’m doing and offer suggestions for success.

Source 5: Inverting the economy—I’ve created a points system to reward myself for each call I make, with higher points for calling folks I don’t know. I am ridiculously responsive to gold stars so this is fun. I’ve also decided that every week I have not made all ten calls, I will send $20 to an organization that really ticks me off.

Source 6: Control your space—In the crucial moment when I sit down to make calls, I realized I’m easily distracted by my computer and e-mail inbox. So, my plan is to take my phone list into another room and completely AWAY from the distractions.

This week I have made all ten calls! It cracks me up every time my phone rings and I hear the knocking, so I am in a good mood and my voice is smiling when I answer.

I am so pleased that this small amount of effort (creating this plan) is already having such great results. I’ve used all these tools before in various ways (losing weight, teaching, smoking cessation) but I have not sat down and created a plan so systematically. Change Anything is very user-friendly and I will be passing the book around (actually my wife has already stolen it!).

More about Eris here: http://www.erisweaver.info/