ETHICS

GQ part I: Opportunity

• Share content relevant to– IABC research

– IABC member benefits

– IABC culture and purpose

• To spark– Interest

– Connections

• And ultimately bring about measurable– Engagement … and over time increased

membership acquisition/retention and more …

CONSISTENCY

What you say

What you do

56

CONTEXT

MoralDNA™ by leadership levels

Source: ethicability®©JL&M

ANALYSIS

Influence

Incentivise

Inform

Enable

Enforce

The levers of

influence

available to you

if you’re trying

to change

behaviour

PO

WE

R

INTEREST

Who is really in charge?

PO

WE

R

INTEREST

Who is really in charge?

MANAGE

CLOSELY

Advocates, evangelists

– and some of your critics

INFORM & ENGAGE

Everybody else

INFORM

CONSULT

PO

WE

R

INTEREST

Who is really in charge?

STRATEGY

WHY THIS?

WHY NOW?

ALIGN

ENGAGE

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