Dave Snowden brought this concept of an identity switch to my attention last week when Mark and I spent the day together in Canberra. He told the story of a project he was involved in helping lorry drivers reduce back injuries. At the end of a trip, a lorry driver changed roles from ‘lorry driver’ to ‘lorry unloader’ and in this role switch many drivers don’t change their mind-set to remember safe lifting practices.

To help the identity switch occur, Dave suggested the company introduce a ritual so that upon reaching the destination, and before unloading the truck, the driver must fasten a weight-lifting belt around his waist signifying the switch in roles from driver to unloader, and in the process helping him become aware of safe lifting practices.

We saw a similar identity switch occur for managers who need to switch roles from spreadsheet jockey to coach. For example, a manager might be working intensely on her computer when a staff member knocks at the door. A good manager can switch roles from being focussed on the computer to being focussed on the person. A useful ritual might be to stand up and move to another chair when someone arrives at your office, clearly signifying the change in roles.