The Importance of Encouraging "Constructive Non-Conformity" In Business

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Throughout the ages, human beings have felt the pressure to conform, and especially in the workplace, where work culture, policy and pressure to advance (or even keep one's job) often times has the “requirement” to look and think like everyone else. Even at the executive level, the pattern can be to accept the status quo.  A good majority of organizations either consciously or unconsciously encourage employees to leave a good majority of their authentic selves at the door when they walk into work each day.  The price for this?  Decreased productivity, engagement and innovation, ultimately leading to a decline in business success.

I’m not suggesting that all rules and policy be abandoned completely: there are some policies that protect a business and its brand reputation.  In order to evolve, however, a business needs to strike the balance between following relevant informal and formal procedures and the freedom that allows employees to do their best job.  Harvard Business Consultant Francesca Gino calls  this “freedom” for employees  “Constructive  Non-Conformity”.   This is defined as “behavior that deviates from organizational norms, others’ actions, or common expectations, to the benefit of the organization.”

At Engaging Inspiration, we consult with all kinds of wedding and special event  businesses as well as the hospitality industry, and a portion of many of our workshops, speaking engagements and training actually address the importance of allowing employees to “rebel”.

Below are highlights of our top recommendations we give in our workshops for taking the first steps to encourage a company of “Constructive Non-Conformity” to increase productivity and innovation:

• Hire people with diverse perspectives at the beginning.  Set the foundation for the choice of constructive non-conformity at the start.

• Manage the expectation – not the people.  This is a phrase I learned in my management –training days for service –leader brand Nordstrom.  Tell employees what needs to be solved or done, not how to do it.

• Encourage employees to think about what makes them authentic and how they may be able to include this into their day-to-day job duties.  For one company, not being bound so strictly to the exact telephone script every time a call came in and adding their own spin on it was a great way to get them engaged at work.

• Allow employees to call out and solve problems they see in the workplace on their own

• Do not allow employees to get bored.  Give them variety.  Job rotation can be a great way to do this. It increases individuals’ skill sets, which creates a more diverse work force, and having employees rotate, allows them to see the company from a different perspective each time and give feedback on items that need addressing and fixing.

• Constantly question (and encourage employees to do so) the status quo.  Great “constructive non-conformity” comes from questions like : “What if” and “Why”.  Set up avenues for constructive dissention.

• Allow employees to craft their jobs around their strengths.  Every good executive knows that using the natural talents of each member of their team is what power-houses success. 

Of course, it goes without saying that all of the individualization and encouraging “constructive non-conformity” is a balancing act of also staying true to the company’s mission and overall goals.  But, when done right and there is a balance, innovation is allowed to flourish and company success skyrockets. 

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 Engaging Inspiration offers sparkling marketing, service & sales training, social media and PR solutions to the events and hospitality industry, designed to engage and inspire.