Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494 - - PowerPoint PPT Presentation

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494 - - PowerPoint PPT Presentation

Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494 WHAT I HOPE YOU LEARN This presentation is focused on helping you understand how best to change the thought processes and perspectives of the group in your workplace. Group


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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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WHAT I HOPE YOU LEARN

This presentation is focused on helping you understand how best to change the thought processes and perspectives of the group in your workplace.

  • Group thinking vs. Individual
  • Motivations of the group
  • Examples of successful and failed social engineering campaigns

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WARNING!

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We will be talking about sensitive subjects as examples of social engineering e.g.

  • Politics
  • Religion
  • Popular Culture
  • Education

Mini Social engineering experiment – if you feel a negative reaction to something I say try to trace the root of why you feel that way. Is it based on a verifiable set of facts or a belief someone told/implied you should have...

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WHAT IS SOCIAL ENGINEERING?

  • War on Drugs
  • Advertisement
  • Celebrity messaging – “Just say no”

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WHAT IS SOCIAL ENGINEERING?

  • Don’t text and drive
  • Confronting and converting social leaders
  • Laws?
  • Why do you text and drive video

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WHY IS SOCIAL ENGINEERING IMPORTANT?

Social engineering deals with understanding and motivating groups

  • Safety is primarily the changing of belief systems and thought

process in a group of employees

  • Individuals think and act differently one-on-one vs in a collective
  • Individuals are rational, groups are emotional
  • Understanding the language and motivation of a group is essential to

effecting sustainable safety change

  • Resolve is more important than having the perfect message
  • “A good plan violently executed right now is far better than a perfect

plan executed next week.” – General George S. Patton

  • Demonstration of new behavior as a principle rather than a tactic

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WHY IS SOCIAL ENGINEERING IMPORTANT?

  • Understanding the time and commitment involved in changing group

behavior or norms

  • It takes years to change behavior built over decades
  • Shifting the perception of the Employer/Employee relationship
  • Providing safety in all aspects of the workplace will enhance both safety

and productivity

  • Simon Sinek - https://startwithwhy.com/

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THIS IS WHY.

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WHERE DID SOCIAL ENGINEERING START?

Social engineering began as crowd psychology

  • Charles Mackay – Extraordinary Popular Delusions and the Madness
  • f Crowds 1841
  • Gustave Le Bon – The Crowd, A study of the popular mind 1895
  • Wilfred Trotter – Instincts of the heard in Peace and War 1916
  • Edward Bernays (Father of public relations started as a WW1

propagandist) – Propaganda 1928

  • His best-known campaigns include a 1929 effort to promote female

smoking by branding cigarettes as feminist "Torches of Freedom"

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WHERE DID SOCIAL ENGINEERING START?

It evolved to influence several modern authors and their understanding of what motivates groups

  • Noah Halberg – The Psychology of the Masses 2013
  • Richard Thaler & Cass Sunstein – Nudge, 2008

It is central to several initiatives influencing us today

  • Propaganda
  • Politics
  • Advertising
  • Psychological Warfare

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SURVEY

Results from the WA Gov. conference

  • This first survey dealt with how social engineering

starts with small changes in prestigious sources e.g. the conflation of Fascism with right-wing politics.

  • Group 1 results 57% - no, 43% - yes
  • Group 2 results 89% - no, 11% - yes

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FASCISM

Definition of fascism pre – 2005 A system of government marked by centralization of authority under a dictator, stringent socioeconomic controls, suppression of the opposition through terror and censorship, and typically a policy of belligerent nationalism and racism. – The American Heritage College Dictionary, 2000 Definition of fascism post– 2005 An authoritarian and nationalistic right-wing system of government and social

  • rganization. (in general use) extreme right-wing, authoritarian or intolerant

views or practices. – New Oxford American Dictionary, 2005 Ideas that start social engineering must be concise and come from a place

  • f prestige to be effective.

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GROUPS VS. PEOPLE

These are all broad generalizations and as such are not 100% applicable to 100% of the population.

  • Groups run more on emptions than rational, individuals are opposite
  • Ideas tend to spread from perceived social superiors to social

inferiors.

  • From Gustav Le Bon “They despise leaders who show weakness or
  • uncertainty. They prefer leaders who make simplistic emotional

appeals, not ones who give them high-brow lectures.”

  • Behaviorist Clark Hull’s Drive Theory. What causes people to behave
  • ne way rather than another is their physiological needs. People and
  • ther animals act so as to satisfy their needs; if they don't they won't

survive or thrive.

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GROUPS VS. PEOPLE

  • Group history is an aggregate of their experiences including outside the

workplace and from past management – tribal knowledge

  • Accuracy is relative and not often necessary
  • Individuals and groups aren’t good at valuing delayed rewards, e.g.

hassle of a diet vs. benefit of weight loss

  • B.F. Skinner
  • Scott Geller
  • Groups equate failed short term efforts as noncommittal = Flavor of the

Month Syndrome

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HOW DO WE USE THIS INFO?

Decide what you are willing to truly commit to instead of what is the best “program” available.

  • Strategy is the diet not the goal – Weight Watchers & Delancey St.

Foundation

  • The best fitness strategy is an Olympian workout but if you can’t commit

to all that requires it wont work for you

  • Small achievable goals are better than big goals out of reach
  • Build on small successes
  • Make your rewards based on process achievement not goal

achievement

  • Do not underestimate the time and effort it will take to achieve your

process implementation

  • It takes years to change culture built over decades
  • Strap in for the long haul and commit

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HOW DO WE USE THIS INFORMATION?

Change the scorecard

  • If your strategy is to be lived and achieved it must be publicly tracked,

measured and monitored

  • Visible progress monitors are continual enforcers/rewards for behavior
  • Hold all levels of the organization to a single set of metrics tied to

performance measures

  • One of the single biggest difficulties in getting an organization's

members to stick to the new strategy is convincing them that top management really wants them to…

  • How management acts, measures and rewards determines true belief
  • No exceptions for top performers or critical roles
  • Visible demonstration of “walking the walk”
  • “Commands begin as examples; originally the led simply copied their

leaders.” - late nineteenth century French sociologist Gabriel Tarde

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SURVEY

Results Follow

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SURVEY RESULTS GROUP 1

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SURVEY RESULTS GROUP 2

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CHOOSE YOUR MESSENGER

Le Bon says that great historical events are caused by obscure persons of great faith, and rarely ever by philosophers or skeptics: “The means of action of the leaders are affirmation, repetition, and

  • contagion. It is important that the crowd has first been prepared by certain

circumstances and it is important, above all, that the person attempting to move a crowd possess prestige.” Prestige is bestowed by the crowd and not taken by the leader. It is by examples not by arguments that crowds are guided.

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CRAFT THE MESSAGE

Principles are more effective than tactics

  • Give your message the force of moral principle
  • Nobody gets hurt
  • Tell people why that is important
  • Give that message and reason “why” a cogent delivery
  • The message of your strategy cannot be “most of us most of the time”
  • Participation in “your definition” of excellence can not be optional
  • New strategies may result in some people leaving, as well as new

people entering your team

  • ..\BC Executive video project\Exxon SafeStart-FINAL-720.mov
  • References
  • What got you here won’t get you there, Marshall Goldsmith 2007
  • Trey Gowdey’s convocation speech at Liberty University

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CRAFT THE MESSAGE

Use language likely to encourage authentic engagement

  • Occupant restraint

vs. Safety belt

  • Compliance

vs. Commitment

  • Peer pressure

vs. Peer support

  • Training

vs. Coaching

  • Accident investigation

vs. Injury analysis

  • Priority

vs. Value Words shape our feelings, expectancies and behaviors

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DEVELOPING THE RELATIONSHIP

Is your interaction with employees a relationship or a transaction?

  • Why do many successful companies with a sustainable workforce

describe their relationship like a family?

  • The rules of social engagement do not disappear at the entrance of

the workplace

  • There will be no long-term loyalty to the larger interest of the firm if

your relationship with the employees is transactional

  • Transactional is easy and quick but fleeting, relationships are hard

and slow but sustainable

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DEVELOPING THE RELATIONSHIP

One-night stand vs. Romance Suspicion vs. Trust Negotiate & bargain vs. Give and be helpful Develop a detailed contract vs. Be comfortable with ambiguous understandings about future reciprocity Preparation of what you are vs. Adaptability to the responses of the going to say and do

  • ther

e.g. rehearsal

  • Complete integrity is required
  • The most successful Don Juans and Donna Juanitas are unlikely to

make the best spouses

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DEVELOPING THE RELATIONSHIP

Be an advisor vs the expert

  • Experts are always right
  • Advisors are always helpful

Be prepared to surface and deal with problems during the beginning of the transition Both sides need to realize they need to earn and deserve what they want to get from each other

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CHANGING PERCEPTION

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Management in Action

  • Meaningful & visible support for safety on the floor
  • You are not the problem solver, you are the motivator for the staff to solve the

problem

  • Ask the staff to explain what they are doing. Asking them to teach you bridges

the gap between “us & them”

  • If you are in the room for a safety event be “in the room” no multi-tasking
  • Participate in safety meetings
  • Be a part of the incident investigation team

Leadership vs. Management – Leadership will promote safety as a priority & will motivate others. Management is a linear process that controls. We manage things but lead people.

Set the expectation that we will all be safety leaders through leading by example.

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TRANSFER OF POWER TO EMPLOYEES

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  • Based on Delancey

Street’s model of rapid inclusion of new members to small focused groups

  • All new hires are on a team
  • r teams
  • Safety committee made up
  • f team leads
  • Keeps employees actively

participating in safety program by mentoring

  • thers
  • Identifies leaders
  • Uses small groups to

break down barriers to compliance

  • Creates interdependencies

LOTO Team SOP Team Confined Space Team JSA Team Emg. response Team Audit Team House keeping Team VPP Team Safety Committee

Conver erti ting ng the e Safety ty Comm mmitt ttee e to a Safety ty Team eam

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BC’S EXAMPLE KPI’S

Monthly Leading Measures – leading measures Hazard ID's Observations & Interventions % of employees currently trained on all required subjects % of corrective actions completed under 30 days* (exceptions for CA requiring mill shutdown, capital project or other extraordinary events) Four Month Rolling Average Lagging Measures – lagging measures [Property Damage Incidents*(200,000 hours per year)]/Work Hours (OSHA recordable incidents*200,000 hours per year)/ Work Hours (Number of lost or restricted workdays *200,000 hours per year)/ Work Hours

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REINFORCE THE MESSAGE

Create regular behavior based feedback from training and expectations

  • Have managers and peers talk with employees, coaching them on new

strategies

  • Peer-to-peer observations
  • Executive adopt a mill
  • Practice doesn’t make perfect; perfect practice makes perfect
  • Celebrate progress in activity
  • Consistency is key
  • The reward is not key, the way it is delivered is the true key
  • Be sincerely grateful
  • Logos and icons become activators for behavior when they are valued
  • Example Kettle Falls – community based incentive program

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REINFORCE THE MESSAGE

Incentives done correctly are not demotivating

  • Can not be perceived as agents of control
  • Must be seen as genuine
  • Employees must believe they truly earned the reward through their

efforts

  • Stop scheduling rewards based on time
  • Some tasks do not provide intrinsic or natural feedback
  • Safety often falls into this category
  • PPE is uncomfortable and slows things down
  • This is where rewards such as praise & recognition are needed to shape

behavior

  • Behavior is motivated by consequences that are soon and certain

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DON’T BELIEVE ME, BELIEVE THESE CEO’S

Safety & Health Magazine’s yearly article “CEO’s Who Get It” 2015

  • Michael Burke, CEO AECOM, 100,000+ employees – One of the most

critical behaviors of leaders is lead by example.

  • Brig. Gen. Robert Castellve, Commanding General Camp Lejeune –

Expect excellence. Sincerely value your people, their safety and well- being. 2016

  • Andrea Bertone, President Duke Energy Intl. – Actions not words are

what build credibility, this is how I believe you lead safety.

  • Phil Washington, CEO LA County Metro Transport – Metro measures

employee safety by evaluating both leading and lagging indicators. Unsafe behavior, policy violations, near miss incidents and reported work place hazards.

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QUESTIONS

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Questions and comments can be submitted by phone, computer or in person. Thank you for participating.

Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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QUESTIONS/COMMENTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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QUESTIONS/COMMENTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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QUESTIONS/COMMENTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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QUESTIONS/COMMENTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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QUESTIONS/COMMENTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

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ANSWERS & FINAL THOUGHTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494 I want to thank everyone who attended and participated in this talk. I am deeply honored that my colleagues all seem to value this approach to safety. I am available to speak at your company or event, if you would like to contact me please use the e-mail or phone number below. My most sincere gratitude to all those who choose to make the safety of strangers their profession.

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ANSWERS & FINAL THOUGHTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

“How do workers get ‘Management’ to hear workers and start the change?” Great question and a very common one. I suggest you begin with a specific list of issues your group believes are the core things making your workplace unsafe and rank them from “worst to first”.

  • Item Description – Impact to Organization – Example(s)

Then you select a small group of representatives and ask to speak to the highest member of management available. Include people in your group that can relate personal stories about the safety program. Ask for a commitment to change and give them a commitment to work together in good faith. This isn’t a silver bullet but a starting place. If you’d like to talk more in depth please contact me.

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ANSWERS & FINAL THOUGHTS

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Terry Evans, CSP, ARM safetyandsampling@gmail.com 208-871-6494

“Are their confidentiality issues with sharing previous accident information?” Good question; all of the information I shared is currently publicly

  • available. If you wish to share non publicly available information please

check with you company’s Legal department and an expert in HIPAA disclosure to ensure you are not violating the law. “Double check your spelling” Help me out here  e-mail me what you spotted so I can correct it., thanks.