Business Spotlight PLUS
“It is not what is done, but who does it and how they do it”
Lesen & Verstehen
Foto: didecs/iStock.comRead Adrian Furnham’s article about how, in business, the choice of
consultant is more important than the change process itself (p. 77).
Then do the comprehension exercises on the opposite page.
Almost all interventions are equally effective. Doctors call this the “placebo effect”,
while psychologists refer to it as the “non-specific effect”. In education, it is called
the “inspirational teacher effect”. But this knowledge has not got through to the
business world. And many consultants want to keep it that way.
To determine a treatment’s effectiveness, it is important to distinguish between
two factors. The first is called the “direct specific effect” and relates to the actual
treatment. In medicine, it could be the different drugs used to treat the same prob-
lem. In psychology, it could be using a psychoanalytic therapy versus a cognitive be-
havioural therapy for a patient suffering from depression. And in business, it refers
to the effects of various management strategies for the same processes, for example
the impact of quality circles versus 360-degree feedback on increasing productivity.
But there are also non-specific effects in medicine, therapy, education and busi-
ness. They arise out of the relationship between the consultant and the client, which
is a powerful force in the ultimate outcome.
The consultant helps by giving the client positive expectations. They make the
client focus on their problems. They also give considerable social, emotional and
informational support. And they get involved in shared goals and activities.
Consider the four factors shown to be powerful predictors of success in psychother-
apy. They all apply to the consultant-client relationship:
⋅
There is a positive, emotionally charged and bonding relationship with a helping
person.⋅
There is an atmosphere of renewal, change, healing or novelty.⋅
The consultant provides a theory (sometimes a myth) that describes how the
problem arose and a magic bullet to resolve it.⋅
The consultant initiates and even takes part in some form of ritual with the client.
Both have a firm belief in its effectiveness, and it usually fits in with the zeitgeist.Scientific literature on psychotherapy shows that the therapist is more important
than the therapy. So, it is not what is done, but who does it and how they do it that
counts most for a successful outcome. Translated into business, this means the
consultant is more important than the actual change process.
Insightful managers and good consultants know this. They know that success
lies in relationships. There are no magic bullets, but there are magic marksmen. So,
choose your consultant with care. It is your relationship with them, and their skill,
charisma and charm, that will really get the job done.
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