Made to Stick: Why some ideas take hold and others come unstuck

by Chip Heath

Stephen Covey, in his book The 8th Habit, describes a poll of 23,000 employees drawn from a number of companies and industries. He reports the poll’s findings: Only 37 percent said they have a clear understanding of what their organization is trying to achieve and why. Only one in five was enthusiastic about their team’s and their organization’s goals. Only one in five said they had a clear “line of sight” between their tasks and their team’s and organization’s goals. Only 15 percent felt that their organization fully enables them to execute key goals. Only 20 percent fully trusted the organization they work for. Pretty sobering stuff. It’s also pretty abstract. You probably walk away from these stats thinking something like “There’s a lot of dissatisfaction and confusion in most companies.” Then Covey superimposes a very human metaphor over the statistics. He says, “If, say, a soccer team12 had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Only 2 of the 11 would care. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. And all but 2 players would, in some way, be competing against their own team members rather than the opponent.”