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The biggest challenges in organisations today, whether poor accountability, silo thinking, low engagement, or safety risks, are rarely knowledge problems. They’re behaviour problems. Research shows that leaders who rely on a single strategy to influence behaviour were less likely to succeed, while those who combine multiple strategies increase success rates tenfold.
This eBook explores the groundbreaking Six Sources of Influence™ model, named Change Management Approach of the Year by MIT Sloan Management Review. Drawing on three large-scale studies across corporate, healthcare, and personal contexts, Crucial Learning researchers found that real change happens when leaders harness influence at every level:
- Personal Motivation & Ability – Connect behaviours to values and invest in skill-building through practice.
- Social Motivation & Ability – Harness peer pressure, opinion leaders, and social support to encourage change.
- Structural Motivation & Ability – Align rewards, systems, and environments to make the right behaviours easy and rewarding.
Case studies from organisations such as AT&T, Lockheed Martin, Spectrum Health, and OGE Energy show how applying the Six Sources of Influence™ leads to breakthrough improvements in safety, quality, accountability, and employee engagement.
The findings are clear: leaders who master multiple sources of influence don’t just achieve incremental gains, they achieve exponential impact.
To explore how Crucial Influence® training can help your organisation diagnose challenges and build effective influence strategies, click below:
👉 Crucial Influence
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