{"id":7033,"date":"2016-12-09T10:45:57","date_gmt":"2016-12-09T09:45:57","guid":{"rendered":"https:\/\/www.margaritamayo.com\/2017\/12\/27\/why-ceos-should-watch-12-angry-men\/"},"modified":"2023-01-24T17:03:01","modified_gmt":"2023-01-24T16:03:01","slug":"why-ceos-should-watch-12-angry-men","status":"publish","type":"post","link":"https:\/\/www.margaritamayo.com\/en\/why-ceos-should-watch-12-angry-men\/","title":{"rendered":"Why CEOs Should Watch 12 Angry Men"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_video link=”https:\/\/youtu.be\/_13J_9B5jEk”][divider line_type=”No Line”][vc_column_text]The VP of finance at a large European bank told me that, once, the night before a very important meeting, he happened to watch the 1957 classic 12 Angry Men<\/em><\/strong>.<\/p>\n

The movie, which won an Oscar and stars Henry Fonda, is about a jury that must determine a defendant guilty or innocent based on reasonable doubt.<\/p>\n

It is a great noir thriller that touches on the power of persuasion, influence, and consensus building<\/strong><\/span>, and the finance executive mentioned that these lessons were fresh in his mind when dealing with his boss and colleagues that next day.<\/p>\n

The power of persuasion, influence, and consensus building<\/strong><\/h2>\n

 <\/p>\n

It was clearer to him how to get people buy-in to the changes he wanted to implement in the company<\/strong><\/span>.<\/p>\n

Upon hearing this, I immediately went back to watch the movie and have been including it in my classes ever since to illustrate effective influence<\/strong><\/span>.<\/p>\n

In fact, the lessons remain even more relevant today.<\/p>\n

\"movie<\/p>\n

The main challenge CEOs face nowadays is gaining trust, credibility, and respect from his\/her peers<\/strong>.<\/p>\n

The script of 12 Angry Men<\/em> is a MASTERPIECE<\/strong> on social influence and understanding influence without power<\/strong><\/span>.<\/p>\n

Let\u2019s divide the movie into three parts and focus<\/strong> on the strategies that Henry Fonda\u2019s character (the architect) plays in each.<\/p>\n

Part 1<\/strong> teaches lessons on how to be influential unfreezing <\/em>and mobilizing the group<\/span><\/strong>.<\/p>\n

Part 2<\/strong> focuses on the lessons on how to change<\/em> the group and create movement<\/strong><\/span>.<\/p>\n

Finally, Part 3<\/strong> centers on lessons regarding freezing<\/em> the change, consolidating the created momentum<\/strong><\/span>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n

Lessons on Unfreezing Strategies \u2013getting mobilization (Part 1)<\/strong><\/h3>\n[\/vc_column_text][divider line_type=”No Line”][vc_column_text]After a preliminary vote, the initial verdict of the jury is eleven guilty and one not-guilty. The Architect is the only one who votes not-guilty and he proposed to have a secret vote and discuss the case if someone else votes non-guilty.[\/vc_column_text][divider line_type=”No Line”][image_with_animation image_url=”4372″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text]\n
    \n
  1. Speak your mind<\/strong><\/span>. Do not succumb to social pressure and avoid group think. Then, move slowly by observing and listening to others in order to understand their inner motivations and personality<\/strong><\/span>. For example, the Salesman and Yankees fan, simply wants to get out of the deliberation in time for the baseball game. Understanding the motivations of others will help you customize your tactics of influence later on.<\/li>\n<\/ol>\n

     <\/p>\n

      \n
    1. Begin with a small request<\/strong><\/span> such as \u201cI guess we talk\u201d or \u201cI just want to talk\u201d and avoid big requests such as \u201cI\u2019m not trying to change your mind.\u201d Propose an alternative narrative that re-frames your purpose with modesty<\/strong><\/span>. For instance, to the question of \u201cwhy are we here for?”. The assumption is that they just need to vote guilty to what it seems a\u00a0clear case of murder. Yet, he answers \u201cI don\u2019t know, maybe no reason\u2026\u201d but \u201cWe owe him a few words\u2026 let\u2019s take an hour.\u201d<\/li>\n<\/ol>\n

       <\/p>\n

        \n
      1. Gain the trust of others by revealing your own weaknesses<\/strong><\/span>. For example, \u201cIt\u2019s not easy to raise my hand.\u201d And create psychological closeness with your peers by sharing your doubts and being humble<\/strong><\/span>. For example, \u201cI don\u2019t have anything brilliant, I \u00a0only know as much as you do.\u201d But, by the same token, question assumptions by pointing out inconsistencies in others\u2019 arguments<\/strong><\/span>. For example, the Architect questions the logic of the Garage Owner regarding the woman who saw the killing coming from the same background as the boy – \u201cHow come you believe the woman, she\u2019s \u2018one\u2019 of them too, isn\u2019t she?\u201d<\/li>\n<\/ol>\n

         <\/p>\n

          \n
        1. Show empathy by walking the talk such as \u201cI kept putting myself in the kid\u2019s place. I\u2019d have asked for another lawyer.\u201d The Architect creates doubts<\/strong><\/span> such as \u201csupposing they are wrong\u2026 they are only people, people make mistakes.\u201d<\/li>\n<\/ol>\n

           <\/p>\n

            \n
          1. Do your homework and prepare in advance how you will gain credibility with your audience. You need to work for your audience before they can support you<\/strong><\/span>. For example, the Architect had bought a knife into the boy\u2019s neighbourhood the night before. Since the knife was a key evidence in the case, he creates a \u201cwow\u201d moment<\/strong><\/span> showing the possibility that somebody else may have a knife exactly like the one owned by the boy. Yet, the timing of this \u201cbrilliant” trick should be set up carefully. Time your strategies so that they escalate from the softest to hardest<\/strong><\/span>.\u00a0 For example, in the movie the Architect goes from listening to others to showing the knife.<\/li>\n<\/ol>\n[\/vc_column_text][divider line_type=”No Line”][image_with_animation image_url=”9883″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text]\n

            Lessons on Changing Strategies \u2013creating movement (Part 2)<\/strong><\/h3>\n[\/vc_column_text][divider line_type=”No Line”][vc_column_text]After a secret vote, the Old Man changed his vote to non-guilty to support the Architect. Then four additional jurors changed their vote in favour of acquittal, ending this second part of the movie six to six.[\/vc_column_text][divider line_type=”No Line”][image_with_animation image_url=”4382″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text]\n
              \n
            1. Nurture your first follower<\/strong><\/span> (for example, the \u201cOld Man\u201d in the movie) and publicly recognize his\/her support<\/strong><\/span>, even if it is with just a smile. Then, continue to identify your most likely supporters<\/strong><\/span>, have one-on-one meetings to find out the unique inner motives behind someone\u2019s public position. Directing your first efforts of influence in their direction will help you. For example, The Architect met on the side with the Bank Teller, the Painter and the Man from Slums and this resulted in their support.<\/li>\n<\/ol>\n

               <\/p>\n

                \n
              1. Establish group norms<\/strong><\/span> to protect your overall purpose avoid giving too much attention to rule breakers<\/strong><\/span>. For example, the Architect does not allow the Garage Owner and the Ad Man playing tic-tac-toe game, saying \u201cthis isn\u2019t a game\u201d and goes on with his argument.<\/li>\n<\/ol>\n

                 <\/p>\n

                  \n
                1. Be alert to new ideas and evidence coming from your early supporters and use them to your advantage<\/strong><\/span>. For instance, the Man from the Slums remarks about the old man who testified against the boy was a turning point in the movie. It brings the idea that \u201cwitnesses can make mistakes.\u201d This made the Architect wonder \u201c I’d like to know if an old man\u00a0who drags one foot cos he had a stroke\u00a0can get from his bedroom\u00a0to his front door in 15 seconds.\u201d and motivated him to request the map of the apartment and recreate the scene of the old man going to the door, creating doubts on this critical testimony.<\/li>\n<\/ol>\n

                   <\/p>\n

                    \n
                  1. Your main role as change agent is sense making, so create the big picture for your case<\/strong><\/span>. For example, when the Architect recreates the scene of the old man going to the door, he concluded \u201cI know what happened\u2026 ” and “…we have proved the old man couldn\u2019t have heard the boy say.\u201d This generates movement by identifying small wins that illustrate how general support is on his\u00a0side. Then, make it tangible, for example \u201cI think we ought to have an open ballot.\u201d<\/li>\n<\/ol>\n

                     <\/p>\n

                      \n
                    1. Your emotional opponents are their own worst enemy so allow them to reveal their own inconsistencies<\/strong><\/span>. For example, the Messenger Service Owner says \u201cHe was an old man, he was confused.\u201d and the Garage Owner remarks \u201che don\u2019t even speak good English.\u201d These two examples impact the plot of the movie showing how these two jurors lose credibility in front of others. They are then socially isolated because other jurors who do not want to be associated with them.<\/li>\n<\/ol>\n[\/vc_column_text][divider line_type=”No Line”][image_with_animation image_url=”4393″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text]\n

                      Lessons on Freezing Strategies \u2013consolidating momentum (Part 3)<\/strong><\/h3>\n

                       <\/p>\n

                      The six remaining jurors who still think the boy is guilty change their mind one by one as the Architect uses different tactics of influence with neutral, rational and emotional opponents<\/strong><\/span>.<\/p>\n

                       <\/p>\n

                        \n
                      1. First, focus\u00a0on bonding with\u00a0the people who take a neutral position<\/strong><\/span> and are likely to go with the flow. They are easily convinced when they see that the momentum is on your side. In the movie, the Baseball Fan, the Foreman and the Ad Man belong to this neutral group. For example, the Architect listens to the Foreman\u00b4s personal story as an assistant coach.<\/li>\n<\/ol>\n

                         <\/p>\n

                          \n
                        1. Then, move forward your case with rational people -the Broker. Provide them with an empathetic experience to \u2018feel\u2019 the arguments<\/strong><\/span>. For example, the Architect asks the Broker to remember details about a movie he watched comfortably with his wife -\u201cput yourself into the boy\u2019s shoes, could you remember details under those circumstances?-\u201d and when the Broker failed the test, he concluded \u201c\u2026and you were not under an emotional stress, were you?\u201d Also, identify experts to cement your position \u2013 asking the Man from Slums \u201chow do people use the knife?\u201d and asking directly to others \u201cWhat do you think? to break it up and consolidate the momentum. Finally\u00a0give credit to others for their ideas. For example, the Architects recognizes the new insights of the Old Man \u201cThere are 12 people in here…” and “11 of us did not think of it either.\u201d<\/li>\n<\/ol>\n

                           <\/p>\n

                            \n
                          1. Finally, socially isolate\u00a0those who show strong negative emotions towards your goals<\/strong><\/span>. For example, the Garage Owner is rejected by the rest of the group. Yet, save the face of your opponents to assure that yesterday\u00b4s enemies will be your friends of tomorrow. For example, after he points out stereotyping statements, the Architect replays \u201cit\u00b4s always difficult to keep personal prejudice out of a thing like this.\u201d Then show politeness to provide emotional comfort to the previous opponents to start building and repairing a positive relationship. For example, the Architect helps the Messenger Service Owner with his coat.<\/li>\n<\/ol>\n[\/vc_column_text][divider line_type=”No Line”][image_with_animation image_url=”4403″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text]THE END<\/strong>: Do not forget to celebrate your success with your first follower<\/span><\/strong>. He\/she was the one who started the movement. Remember the last scene on the stairs between the Architect and the Old Man.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][nectar_global_section id=”9854″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

                            [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom”…<\/p>\n","protected":false},"author":7,"featured_media":4373,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[47,61],"tags":[93],"class_list":{"0":"post-7033","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-authentic-leadership","8":"category-business","9":"tag-leaders"},"yoast_head":"\nWhy CEOs Should Watch 12 Angry Men<\/title>\n<meta name=\"description\" content=\"The movie, touches on the power of persuasion, influence, and consensus building and how to get people buy-in to the changes to implement in the company\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.margaritamayo.com\/en\/why-ceos-should-watch-12-angry-men\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why CEOs Should Watch 12 Angry Men\" \/>\n<meta property=\"og:description\" content=\"The movie, touches on the power of persuasion, influence, and consensus building and how to get people buy-in to the changes to implement in the company\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.margaritamayo.com\/en\/why-ceos-should-watch-12-angry-men\/\" \/>\n<meta property=\"og:site_name\" content=\"Margarita Mayo\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-09T09:45:57+00:00\" \/>\n<meta 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