Rethink your identity to create a shift in behavior

Tell people that the change required is directly tied to their group identity
Let’s say you want to stop poaching and create public support for an endangered species. First, show the people that the animal is part of their national identity. Raise public awareness by printing T-shirts and asking local bands to write songs about the animal. Give out bumper stickers and visit schools to teach children the importance of the animal. As support increases, people will want to protect the animal rather than destroy it.

Make decisions using the identity model rather than the consequence model
When making a critical decision, ask yourself 3 questions: Who am I? What type of situation am I dealing with here? What would somebody like me do in such a scenario? You will make a decision that aligns with your self-identity instead of relying on rational thinking e.g. a cost-benefit analysis.

Give your employees a name that reflects the change you want to make
If you want to spur innovation in your company, brand your employees as “inventors” or “innovators.” Create an employee-innovation program where frontline workers are allowed to take ownership of their work. When recruiting new employees, ask them to sign “innovation contracts.” Your employees will start to see themselves as innovators, thus generating more innovative ideas.

Instill a growth mindset by creating the expectation of failure
When implementing change, let your employees know that the initial phase will be a learning phase. Tell your team that nobody will be penalized for making mistakes during this phase. They will identify themselves as learners rather than experts during the transition, thus helping them fully embrace the change.