Using the 3x Rule in Turbulent Times
Erich R. Bühler
Philanthropist, logosophist, founder and CEO of Hanna Prodigy and Enterprise Agility University. Author of Leading Exponential Change, Enterprise Agility Fundamentals, and The Convergence.
中文 Fran?ais German Italiano Português Espa?ol As an organizational consultant, I’ve seen countless companies struggle with change, especially communicating the new reality. Whether it’s a merger, the launch of a new product, or a culture change, influencing change can be daunting and met with resistance. But what if I told you that there is a simple yet powerful tool that can help you get through these turbulent times? It’s called the 3X rule, and it’s a real game-changer. I created this tool many years ago when I was constantly working with company leaders and CEOs who needed to improve the effectiveness of their communication.
What is the 3X rule?
It’s a leadership strategy that communicates quick wins and early successes through at least three different ways or channels. Doing so reinforces the change initiative's positive results and builds momentum for further progress. In a rapidly changing environment where uncertainty and resistance are commonplace, the 3X rule is even more important.
Why is the 3X rule so effective?
The answer lies in psychology. Hearing the same message several times but in different ways makes it more memorable and effective. This is known as the “mere exposure effect”. Communicating quick wins through multiple channels increases the likelihood that your team will internalize and remember these successes.
In addition, highlighting successes serves as positive reinforcement and encourages your team to continue the behaviors that led to those successes. Imagine a competitor launching a new product that competes directly with your flagship product.
How do you communicate your Message?
Start communicating quick wins in 3x ways. This sets a positive tone and creates early momentum. Use multiple ways of saying this to ensure the message reaches everyone (you can also use different channels simultaneously). Talk specifically about the successes and give concrete examples and metrics that demonstrate success. And don’t forget to celebrate these successes with your team!
Imagine that a MALO company has brought a product to market and competes fiercely with your flagship product. How do we communicate that?
This doesn’t mean you have to deliver these 3 messages one after the other but throughout the whole speech.
When I worked with CEOs in large companies, especially in times of great uncertainty, we prepared the communication strategy the day before. We also practiced it so that it came across naturally, and we also saw how body language supported it. The most important part is to communicate the quick wins in different ways first and intermittently during the speech by using other ways.
You can also use the 3X rule to communicate other parts of your message, for example…
1. (Empathetic and reassuring) “I understand that a new app in the market is up against our well-established flagship product. But I believe in our team’s ability to make our products a success. Together, we can overcome this challenge and come out on top!”
2. (Transparent and supportive) “Our flagship app faces fierce competition, and I know everyone is nervous about it. However, I am confident that we will succeed in the market with our team’s dedication and the app’s innovative features. I want each of you to feel supported in everything you do”
3. (Confident and future-oriented) “As we prepare for the coming events, it’s crucial that we work together to ensure its success, especially considering the competition. We have the tools and expertise. I value your input and ideas on making our app stand out and thrive in the market in the coming 6 months. We are ready to integrate all these learnings in our year strategy”
Using different communication styles, the idea is to repeat the message in 3 different ways during the same conversation.
How does the 3X rule fit into the overall picture of influencing change?
We have a great tool to help people understand and support their Change Journey. This is where the Change Journey Pyramid comes into play.
The CJP model describes five mindsets to change readiness, ranging from resistance at the bottom to full acceptance at the top. If you apply the 3X rule at the bottom of the pyramid, where resistance is greatest, you can start to change attitudes and build understanding. These people have the highest cortisol levels and the least ability to see other perspectives.
When people at the bottom of the pyramid (I want things to be as I say, I don’t care about you) hear about the quick wins in different ways, they begin to see the benefits of the change initiative. They may not fully understand or like the change yet, but they’re starting to recognize its positive impact.
As you continue communicating successes, you create momentum and encourage more people to get involved. This moves them further up the pyramid towards “I want to change”.
However, the 3X rule isn’t just about communicating successes to your team. It’s also about creating trust and transparency.
Remember, by communicating the quick wins transparently through multiple channels and different ways, you leverage the psychology of repetition and positive reinforcement. When used consistently and in conjunction with the Change Journey Pyramid, the 3X rule can help shift mindsets, build momentum, and foster a culture of change.
So, the next time you’re leading a change initiative, remember the power of the 3X rule. It could be the key to your success.
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