As Kurt Vonnegut, the insightful American satirist, once depicted in his novel “Breakfast of Champions” (1973), in the interests of survival, they trained themselves to be agreeing machines instead of thinking machines. All their minds had to do was discover what other people were thinking, and then they thought that, too.

As a war veteran and former communication personnel at General Electric, Vonnegut possessed the ability to see beyond the facades we construct and observe our genuine selves—our actions and thoughts when we are laid bare. Undoubtedly, this skill is invaluable for individuals working in the communication field or building relationships.

Vonnegut’s writing is characterized by its genuine and unadorned style. He knew by then that our ability to comprehend and influence others’ thoughts would be a game-changer. Its brilliance lies in its honest portrayal of the human experience. Despite the science-fiction nature of many of his works, they never fail to capture the essence of humanity.

To become an effective communicator, it is essential to understand the underlying psychological triggers that shape the very nature of human behavior. By doing so, communicators gain the ability to navigate professional challenges with finesse and leverage these insights to enhance their communication strategies (Asikainen 2022).

Attitudes and beliefs

In his book “Breakfast of Champions,” Vonnegut portrays a phenomenon known as the consensus effect or conformity, which is one of the cognitive biases. This effect is far more common than we realize, highlighting our tendency to conform to societal norms and opinions.

Exploring the concept of the “consensus effect” or art of conformity, as elucidated by renowned psychologists Daniel Kahneman and Amos Tversky (Kahneman & Tversky 1972), reveals a captivating cognitive bias that profoundly influences our lives. This subtle yet powerful pressure often compels individuals to conform to the opinions and actions of the majority, sometimes at the expense of their own prior knowledge and beliefs (e.g., Asch 1956).

Organizational culture and practices are not solely the result of top-down strategic decisions. Instead, they are largely shaped by the interactions and dynamics between individuals within the organization. It is within these interactions that the collective mindset is formed, influencing the way people think, behave, and work together.

As we navigate stakeholder relationships, it becomes evident that cultural norms and practices are formed through the collective influence of socially influential opinion leaders, cultural, political, and ideological beliefs, as well as the attitudes and beliefs of group members (Siirto 2014).

While communicators may not directly shape broader societal factors, they can exert influence within the organizational context by engaging with influential voices and highlighting individuals who align with the organization’s values and strategy. Influencing consensus requires a multifaceted approach that encompasses communication, leadership, and implementation strategies.

Key strategies to contribute to consensus-building

Here are five key strategies for individuals to contribute to consensus-building within an organization:

1. Active and Responsive Engagement: Actively listen to others, respond to their concerns, and ensure that every individual feels heard and valued. By fostering a culture of inclusivity and open dialogue, you can promote a sense of trust and collaboration.
2. Contextualize Alignment: Articulate and reinforce the organization’s goals and values in various contexts. By consistently highlighting the relevance of these aspects, you can condition individuals to align their thinking and actions accordingly.
3. Foster a Sense of Unity: Emphasize the organization’s collective identity and team spirit in your messages. By creating a shared sense of purpose and a feeling of being in the same boat, you can strengthen the bonds within the organization.
4. Amplify Grassroots Voices: Shine a spotlight on individuals within the organization who exemplify the values and strategies. By showcasing their stories and perspectives in news and communications, you can inspire others and reinforce the desired cultural norms.
5. Embrace Transparency and Emotional Appeal: Strive for transparency, even if it may only be perceived as transparency in certain situations. Utilize emotions and visual imagery to evoke empathy and resonance, enhancing the effectiveness of your messages.

As you may have already recognized, effective communication is crucial for influencing consensus within organizations. By gaining insights into the psychological factors that shape human behavior and leveraging the power of communication, we can adeptly navigate professional challenges and drive impactful change.

By actively engaging with others, carefully considering alignment within the context, fostering unity among team members, amplifying grassroots voices, and embracing transparency, individuals can play a pivotal role in shaping consensus and cultivating a positive organizational culture.

References

Asch, S. E. 1956. Studies of independence and conformity: I. A minority of one against a unanimous majority. Psychological Monographs: General and Applied, 70(9), 1–70. American Psychological Association. Washington.

Asikainen, M. 2022. Reunamerkintöjä viestintään. Sisäisen viestinnän pikaopas aloittelijalle. Haaga-Helia University of Applied Sciences. Helsinki.

Kahneman, D. & Tversky, A. 1972. Subjective probability: A judgment of representativeness. Cognitive Psychology, 3(3), 430–454. Elsevier. Amsterdam.

Siirto, P. 2014. Julkinen mielipide sosiaalisessa mediassa. Ilmiö, sen syyt ja seuraukset. Turun University of Applied Sciences. Turku.

Vonnegut, K. 1973. Breakfast of Champions. Delacorte Press. New York.