As an OKR Coach I meet with dozens of teams every week to work on their strategy and how to make success measurable, scalable, and most importantly repeatable.
Check-ins measure progress and identify practical solutions to accelerate results.
One thing I have noticed, in all industries today that successfully use MAKE PROGRESS® to accelerate strategic execution, from IT to agriculture via consulting:
✱ you overestimate the impact of engineering solutions and underestimate the power of psychological ones.
Avoiding the tunnel effect
Teams that work best with the MAKE PROGRESS Method develop an excellent ability to describe strategy as a set of shared principles that help everyone in the company make decisions.
They have precise goals, organized on time horizons and concrete metrics that they measure frequently to achieve important results, especially in terms of profit and creation of effective products.
Much of the work together is to turn abstract growth mechanisms into something concrete and easy to measure and, consequently, to optimize.
Strategy becomes an important communication tool , and the numbers used to measure it become an effective prioritization tool.
The MAKE PROGRESS Method is effective in keeping teams focused on important strategic outcomes for a long time.
In such a schematic process, it becomes important to avoid entering the tunnel of technical solutions alone without taking into account the psychological implications of decisions, which as we shall see in a moment, could be even more effective.
Technical solutions are easy to find because they are logical. And because they are logical, when they are proposed, they seem like the right thing to do to solve the problem. Our brains are lazy, so when they find a logical solution, they stop looking for other options.
But there is an important part of decision science that shows that sometimes the most effective decisions consider not only the technical aspect, but also the psychological aspect.
We need to realize that we are always working with people; they are a key resource for the company: our colleagues, our suppliers, and especially our customers.
That’s why my advice to all OKR coaches and change project managers, especially technological ones, is to avoid solving everything with technique alone. It is important to understand well what the problem is and what the psychological implications are.
In this note, I have assembled an amazing collection of psychological tools and principles that could help you overcome this annoying tunnel-vision effect and frame problems in a way your competitors can’t even imagine, saving budget, reducing engineering effort, and turning solutions into hallmarks of your brand.
The Power of Reframing
Our perception of circumstances can radically alter the way we act. We can use this human peculiarity to our benefit.
Reframing is a technique that exploits this feature, namely, recontextualizing a situation, behavior, or problem by assigning it a new interpretation. It is based on the idea that no event has inherently positive or negative value. What we perceive depends on the meaning we attach to an event and the perspective from which we examine it.
This principle is very powerful, especially in design thinking, where re-framing is used to achieve a wide variety of solutions. It allows you to look at the problem from different angles, deconstruct the situation and break patterns of thinking.
Reframing is nothing more than asking better questions that in turn enable better solutions.
There are two forms of reframing:
- Context reframing: involves analyzing a situation to see if its validity holds in different contexts, allowing universally applicable solutions to be identified.
- Reframing of meaning: keeping the context unchanged, the emotional impact is reconsidered to turn an inconvenience or negative emotion into an opportunity that generates value.
Applying Reframing to OKRs
OKRs are extremely powerful tools for coordinating team efforts toward shared goals. The most fascinating feature is that, when implemented correctly, OKRs turn into veritable laboratories of experimentation. In these spaces, new ways of working are explored, innovative procedures are tested, and the company’s operational future is shaped. To achieve extraordinary results, it is essential to abandon old work habits, especially if they have not led to the desired successes in the past.
Goals are a combination of copywriting and mathematics: words draw the window in which to find solutions, while numbers demonstrate the achievement of results. A clear and motivating presentation of goals, together with proper problem formulation, can make them more challenging to pursue, thus facilitating the search for effective solutions not only on a technical level, but also on a psychological one.
For example, if our development team records numerous errors in the code, the initial goal might be to simply increase the quality of the code. However, rephrasing the goal as “improve the quality of our product to deliver a superior user experience” makes a significant shift in perspective. It shifts the focus from seeking blame for mistakes made in the codebase to focusing on creating better software that values the user experience. A positive customer experience includes not only the absence of errors, but also other fundamental qualities that the team must incorporate into its work.
5 psychological principles you can use to your advantage when using the reframing technique to solve problems in innovative ways
Principle 1: Perception of Time and Expectation
People’s perceptions of waiting are influenced more by certainty and predictability than by the actual length of the wait itself. When individuals know how long they will have to wait or have clear information about the progress of a task, anxiety and frustration decrease, making waiting more bearable and less stressful.
Original example
- Installation of displays in the London Underground with arrival times: The introduction of screens showing the waiting time for the next train has significantly reduced passenger complaints about delays without changing actual waiting times. Knowing exactly when the train will arrive makes waiting more tolerable. A limited investment compared to engineering solutions to increase punctuality and speed of trains.
Practical example in the IT industry and Product
- Real-Time Updates: applications such as Uber or Deliveroo show users the current location of their driver or courier and provide an estimated time of arrival. This transparency reduces the anxiety associated with waiting, as users can see the progress in real time.
Practical example in Manufacturing and Industry
- Status Displays on Production Lines: using information panels that show real-time status of machines or production lines allows operators to know immediately if there are delays or problems, reducing anxiety and improving response to unforeseen events.
Practical example in the consulting industry
- Detailed timelines: present clients with a detailed project plan with milestones and key dates. Providing regular updates on project status helps manage expectations and reduces uncertainty about work progress.
Practical example in the retail sector
- Estimated Wait Times at Checkouts: in crowded supermarkets or stores, install screens that show the estimated wait time for each checkout line so customers can choose a line based on the estimated wait time, reducing the frustration associated with queues.
Principle 2: Goal Dilution Effect.
The Goal Dilution Effect is a psychological phenomenon whereby people perceive tools or products designed for a single purpose as more effective and of higher quality than those that are multi-purpose. When a product or service specializes in a single function, it is seen as more competent and reliable in that specific area than a product that attempts to perform multiple tasks.
Original example
- Google’s home page: Google’s success is also due to its incredibly simple interface. It has a search bar and a button. When you click, it shows you the results right away. This is different from other search engines such as Yahoo, which are full of links, banners and advertisements. This focus has led users to perceive Google as the most effective and reliable search engine.
Practical example in the IT industry and Product
- Dedicated technology devices: many audiophiles prefer high-resolution dedicated music players for listening to music, instead of using smartphones that offer multiple features. The dedicated device is perceived as capable of reproducing superior audio quality.
Practical example in Manufacturing and Industry
- Specialized Machinery: a manufacturing company might choose a hydraulic press designed exclusively to mold a specific type of part, instead of a machine that can adapt to different operations. The specialized machine is seen as more efficient and reliable for that specific production.
Practical example in the consulting industry
- Specialized counsel: A company that needs legal assistance in intellectual property matters may prefer a law firm that specializes in that field, rather than a general firm that covers many areas of law. Specialized counsel is perceived as more experienced and able to provide more focused solutions.
Practical example in the retail sector
- Specialty stores: a customer looking for high-quality running shoes might choose to go to a store that specializes in running sports goods, rather than a department store that sells various types of clothing and footwear. One would expect to find better products and more knowledgeable staff at a specialty store.
Principle 3: Chunking
The Chunking Strategy is a psychological principle whereby breaking down tasks or information into smaller, distinct parts can significantly improve people’s ability to complete such tasks or assimilate information. This technique helps reduce cognitive load, making tasks more manageable and less daunting, thus increasing the likelihood of success.
Original example
- Completing an antibiotic treatment: instead of giving patients 24 identical pills to take, 18 white pills and 6 blue pills can be given, indicating to take the white pills first and then the blue pills. This division into distinct blocks creates visible intermediate milestones, increasing the patient’s motivation to complete the entire course of treatment.
Practical example in the IT industry and Product
- Divided Onboarding Process es: a software application could divide the initial setup process into numbered and visually distinct steps. For example, “Step 1 of 5: Set up your profile,” “Step 2 of 5: Notification preferences,” etc. This helps the user feel progress and reduces the feeling of being overwhelmed.
Practical example in Manufacturing and Industry
- Fractional Production Plans: break down overall production into stages such as “Material Preparation,” “Assembly,” “Quality Control,” and “Packaging.” Each stage has clear and measurable goals, making it easier to manage and monitor progress.
Practical example in the consulting industry
- Projects Divided into Phases: structuring consulting projects into distinct phases such as “Initial Analysis,” “Strategy Development,” “Implementation,” and “Results Evaluation.” This allows the team and client to focus on one objective at a time, making it easier to manage expectations and achieve results.
Practical example in the retail sector
- Tiered Loyalty Programs: implement programs that provide different levels of membership (e.g., bronze, silver, gold), encouraging customers to reach the next level through repeated purchases.
Principle 4: Permeable perception.
Permeable perception is a psychological principle that our perception of quality or characteristics in one area can influence our perception in another area, even if not directly related. In other words, external elements or contexts can alter the way we evaluate a product or experience, although the intrinsic characteristics remain the same.
Original example
- Better driving sensation after washing the car: People often perceive that their car runs better or drives smoother after washing it, despite no mechanical changes having been made. Exterior cleanliness affects the overall perception of the vehicle.
Practical example in the IT industry and Product
- User Interface (UI) design: software with a curated UI is perceived as more reliable and functional, even if the underlying functionality is identical to that of software with an outdated design. Visual aesthetics influence the perception of software quality.
Practical example in Manufacturing and Industry
- Personnel uniforms: workers wearing clean and professional uniforms can positively influence perceptions of the company’s competence and reliability, even if this does not directly impact product quality.
Practical example in the consulting industry
- Prestigious locations and office design: a consulting firm with modern offices and designer furniture is perceived as more competent and professional. This environment can influence the client’s confidence in the services offered, regardless of the actual quality of the consulting services.
Practical example in the retail sector
- Cool packaging: Products with eye-catching, high-quality packaging are perceived as better than those with plain or poor packaging, even if the content is identical.
Principle 5: Perceived Value
Creating the context and perception around a product or service is as important as its actual implementation. The value customers place on an offering depends not only on its inherent characteristics, but also on the experience, environment, and perception surrounding it. Improving the environment can have a significant impact on customer satisfaction, often more than improving the product itself.
Original example
- The British postal service (Royal Mail) focused on improving already high delivery rates (from 98 percent to 99 percent), despite the fact that customers perceived performance as much worse. Instead of investing huge resources to slightly improve service, it would have been more effective to better communicate existing performance to increase perceived value.
Practical example in the IT industry and Product
- Support Services and Documentation: Offering detailed guides, tutorials, and efficient customer service can significantly improve the user experience, increasing the perceived value of the product.
Practical example in Manufacturing and Industry
- Certifications and Quality Standards: Obtaining recognized certifications and communicating them effectively demonstrates a commitment to excellence, positively influencing customer perceptions.
Practical example in the consulting industry
- Case Studies and Testimonials: Sharing success stories and positive feedback from previous clients increases the perceived value of the services offered.
Practical example in the retail sector
- In-Store Shopping Experience: Creating a welcoming environment, with appropriate music, thoughtful lighting and courteous staff, increases the perceived value of products sold.
What to bring to the office
These concepts are not just theoretical, but are designed to be applied directly to your work so that you can immediately improve your business strategy and team coordination. Here’s how you can turn the ideas in this note into practical actions and tangible results:
- Strategic reframing: reframing business problems and goals to find innovative solutions that go beyond technical solutions, using a new perspective.
- Tunnel effect: avoid limiting your decisions to only technical solutions and always consider the psychological implications to find more complete and effective answers.
- Perception of time and waiting: improves the customer experience by clearly communicating the timing and progress of activities, reducing anxiety and frustration.
- Goal dilution effect: focus on clear and specific goals to make the team and customers perceive greater value and reliability.
- Chunking: break down complex tasks into smaller, more manageable steps to improve productivity and make it easier to achieve goals.
- Permeable perception: remember that context, aesthetics, and perceived quality profoundly affect the overall judgment of the product or service.
Deepen these concepts
If you liked this note and want to go deeper, I recommend following Rory Sutherland’s work that inspired my research.
Rory Sutherland is the vice president of Ogilvy UK, one of the world’s most prestigious advertising agencies, and the founder of Ogilvy Change, a team created to explore how ideas and behaviors can be influenced through advertising, using behavioral psychology to improve marketing campaigns and optimize the customer experience.
- Watch Rory Sutherland’s Ted on Youtube Perspective is everything
