The movements which work revolutions in the world are born out of the dreams and visions in a peasant’s heart on the hillside.” ― James Joyce, Ulysses
Last October, a surprising study was published in the journal, Science.
Social psychologists at the New York City-based New School for Social Research recruited people from 18 to 75 years of age for an experiment.
The participants were paid to read stories or articles, then take computerized tests in which they predicted and measured a person’s emotions, expectations or beliefs in a specific situation.
Some read award-winning literary fiction. Others read popular best sellers, romance novels and science fiction. Others read nonfiction, like Smithsonian Magazine.
The study found that those who read literary fiction scored higher on empathy, social perception and emotional intelligence than all of the others. Why? They believe it’s because the complexities in literary fiction require readers to make inferences through use of their imagination.
Think about it. With most of the stuff we read (yes, even including this post), the author tends to drive, while the reader plays a more passive role. But with literary fiction, the reader plays a more active, participative role.
I led this post with James Joyce in the hope of opening your mind and heart to the idea I want to share. Plus, that particular passage tees up this post’s topic rather well.
Change. Innovation. Transformation. Revolution. These begin as stories we tell ourselves.
So what is it about certain stories that drive people to change, while most information comes and goes with no real impact whatsoever? Is it that certain stories change minds?
I used to think so. I don’t now.
A “mindset” is a mental attitude or inclination, according to Merriam-Webster. The medical definition of mindset extends on this description to say it is a tendency or habit.
It’s a relatively new word, not appearing until the 1920s. It took off in the 1980s, according to Google’s Ngram Viewer, and continues to rise in use today.
Mindset change is a big idea. It describes a shift in how you perceive something in the world. It reframes it.
Seth Godin says most companies (and marketers) waste obscene amounts of time, energy and money trying to find customers for their products and services — trying to change minds with gimmicks and advertising. Instead, he says, they should find products and services for their customers.
That’s mindset change. It starts with the story we tell ourselves.
Instead of using stories to change minds, use stories to change mindsets.
Mindset change is what stories do best. They help us see the familiar in unfamiliar ways. They also help us see the unfamiliar in familiar ways. They put us in other’s shoes. Help us see the world through their eyes. Feel what they feel.
I think that’s what that study discovered about literary fiction’s impact. In a world in which most of the things we read are topic- or plot-driven — not to mention dumbed down and packaged for popularity — a rich, complex story can feel risky. Because it will only resonate with a few who deeply care.
But isn’t that who we most seek to serve? What if we revealed our deep care for those we serve by giving them stories and information about which they deeply care? What if we helped them change in some transformative way?
Mindset change can impact lives, companies, industries and even communities.
Which leads to an obvious question: Aren’t mind change and mindset change essentially the same thing? I don’t think so.
Mind change is episodic — short-term. You can change my mind today, but I can change it back or let someone else change it tomorrow.
Mindset change is systemic and long-term. When you see someone or something through a new frame, it perpetually changes the way you feel, trust and respond.
I like to think of it as state-of-mind change (mind change) versus frame-of-mind change (mindset change).
In last week’s post on why stories matter, I shared Jacqueline Novogratz’s story about her blue sweater. She’s not trying to change people’s minds so they’ll donate a few bucks. She’s trying to change our mindset about solving third world problems, so we will invest in sustainable solutions.
Same with Mister Rogers. He wasn’t trying to change Senator Pastore’s mind. He was trying to change his mindset about childhood development in the era of television.
Jerod Morris is working to change mindsets through Primility — a word he coined to communicate how balancing pride and humility helps you achieve the thing you love and are capable of achieving. Read how he tells the story (and helps others tell the story) of what the word “primility” means.
Randy Elrod is working to change mindsets through his story and organization. His mission is to pour into and renew creatives serving as ministers — a role notorious for burnout and broken families.
I am working to change mindsets about the role stories and other forms of content play in our work life. They are not a marketing thing. Stories and content are a leadership thing. And I’m on a search for leaders, executives, entrepreneurs, creatives and influencers (you?) who get this.
What is the mindset change you seek? What stories and information are you sharing to change the mindset of those you serve?
In the entertainment world, the job of a story is to entertain. But in the business, social enterprise and nonprofit worlds, the job of a story is to change people. Blow their minds. Open their hearts.
And like a dream or vision by a peasant on a hill, the most important job of a story is mindset change. The heart quickly follows.
So how does this make you feel? What’s going through your mind right now? Please share in the comments. I promise to reply.
Would you email a link to this post to someone it might help you help? It could be someone starting out or over in their career or business. Or someone looking to take their career, company or cause to the next level.
Thank you so much for reading!
(Image in this post by Sarah Horrigan — Attribution-NonCommercial 2.0 Generic (CC BY-NC 2.0)