A blog post by Seth Godin
In the face of significant change and opportunity, people are often one of the three. If you’re going to be of assistance, it helps to know which one.
Uninformed people need information and insight in order to figure out what to do next. They are approaching the problem with optimism and calm, but they need to be taught. Uninformed is not a pejorative term, it’s a temporary state.
Clueless people don’t know what to do and they don’t know that they don’t know what to do. They don’t know the right questions to ask. Giving them instructions is insufficient. First, they need to be sold on what the platform even looks like.
And frightened people will resist any help you can give them, and they will blame you for the stress the change is causing. Scared people like to shoot the messenger. Duck.
The worst kind of frightened person is one with power. Someone in a mob of other frightened people, someone with a gun, someone who is the CEO. When confronted with a scared CEO, time to run. Before someone can change, they have to learn, and before they learn, they have to cease being scared.
One reason so many big ideas come from small organizations is that there is far less fear of change at the top. One mistake board members and shareholders make is that they reward the scared but hyper-confident CEO, instead of calling him on the carpet as he rages at change.
When I first encountered surfing, I was scared of it. It looks cool, but an old guy like me can get hurt. A patient instructor allayed my fears until I was willing to get started. When you first start out, the things you think are important are actually irrelevant, and it’s the stuff you don’t know is important that gets you thrown into the ocean. Finally, and only then, was I smart enough to actually learn.
I’m bad at surfing now, but at least I know why.
Comfort the frightened, coach the clueless and teach the uninformed.