“A Bit of Radical Transparency”: Using Feedback to Spur Change
By Janice Molloy
"I suspect that all it would take would be some well-placed user-friendly feedback to change the world." --Donella Meadows
Think about the last time you undertook a change initiative, whether in your work or personal life. How did you measure progress toward your goal? How did you know when to make adjustments?
The answer in most cases is through feedback. When a company launches a new product, they monitor sales data and customer comments; this information, in turn, influences their marketing efforts and guides them in tweaking the product to better meet people's needs. Without data about the results of our efforts, it's impossible to evaluate performance, fine-tune improvement efforts, and gauge the success of different actions.
In one of my favorite columns by pioneering systems educator Donella Meadows, she recounted learning to drive more efficiently based on the feedback provided by the instrument panel of her gas-electric hybrid car (in "To Make Better Decisions, We Need Better Information," The Systems Thinker, V11N7, September 2000). By watching the indicator lights, she discovered that jackrabbit starts and stops ate away at her miles-per-gallon average; driving at the speed limit had the opposite effect. Meadows concluded, "Three weeks of information I never had before have changed 40 years of ingrained driving habits. I didn't have to be coerced or rewarded; I didn't have to change my values. I just had to see how my actions did and did not conform to my values."
Feedback also plays a vital role in change efforts that take place on a larger scale. In his latest book, Ecological Intelligence (Broadway Books, 2009), Daniel Goleman dedicates a chapter to "The Virtuous Cycle." He recounts how trans fats came to permeate the Western diet throughout the 20th century--and became an unknown contributor to heart disease. But once researchers discovered the dangers of hydrogenated oils, within the span of a decade, trans fats virtually vanished.
What caused this food revolution? According to Goleman, "The federal government never banned hydrogenated oils. No one told food companies they had to stop using trans fat. The crucial shift was in the information available to consumers." Once purchasers understood the dangers of trans fat and were able to use nutritional information on food labels to avoid it, they shifted their buying habits. Food manufacturers quickly responded by removing trans fat from their products and broadly advertising that fact. Consumers spoke, and the food industry listened.
These lessons about feedback continue to resonate today, especially as we head into the negotiations at the Copenhagen climate summit. Our friends at Climate Interactive have created the "Climate Scoreboard," a widget to help monitor the long-term consequences of policy proposals. It shows, in a simple visual form, the expected temperatures in 2100 if curre
nt proposals in the global climate negotiations were fully implemented and indicates how close those proposals bring us to achieving climate goals. When negotiating positions change, a team in Copenhagen will immediately update the analysis.
As in the case of driving more efficiently, this kind of dashboard allows us to see the results of our actions--and then modify them to achieve our goals. And as in the case of eliminating trans fats, the Climate Scoreboard gives us a tool for pressuring others--our elected officials, world leaders, the media, and so on--to ensure that any agreements they make are adequate to the challenges we face. As Daniel Goleman says, "All it takes is a bit of radical transparency."
Janice Molloy is content director of Pegasus Communications, managing editor of The Systems Thinker newsletter, and program director of the annual Systems Thinking in Action conference.