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The Power of Emotions in Influencing Others
One of my favorite ways to think about influence comes from an analogy by Dan and Chip Heath in their book Switch. They describe our minds as a combination of an Elephant, a Rider, and a Path. It’s a simple but profound way of looking at the constant tug-of-war between our emotions, our rational thoughts, and the environment around us. And when it comes to influence, understanding this dynamic can be the key to moving people to action.
The Rider represents our rational mind—the logical, analytical side that plans, evaluates, and tries to make “good” decisions. The Elephant is our emotional side—the part that feels, desires, and reacts in powerful, often impulsive ways. The Path is the environment or external context that we’re in; it can either help or hinder the Rider in guiding the Elephant.
When you’re trying to influence others, you have to consider all three elements. You can’t just talk to the Rider (the rational brain) and expect people to change; you also have to address the Elephant (the emotional brain). And if you’re smart, you’ll take a hard look at the Path too—because sometimes the environment is what’s holding people back.
Let’s break this down further and look at each part of the analogy. By the end, you’ll see why true influence happens when you speak to the Elephant, guide the Rider, and shape the Path.
Speak to the Elephant: Appeal to Emotion First
Here’s the thing about the Elephant: it’s big, it’s strong, and it often has a mind of its own. In a sense, the Elephant represents our emotional energy. It’s the part of us that drives action—passion,excitement, fear, empathy, all the stuff that makes us human. And when it comes to influencing others, the Elephant is the power source. You can have the best argument in the world, but if people don’t feel it, you’re not moving them anywhere.
Example: Think About How Nonprofits Use Emotion
Imagine you’re a nonprofit organization trying to raise funds for a clean water initiative in a remote village. You could start with statistics: “780 million people lack access to clean water.” That’s talking to the Rider. And while the statistic is compelling, it’s not likely to move anyone to open their wallet. Now, instead, imagine you tell the story of a young girl named Amina who has to walk miles each day to fetch water from a contaminated source, putting her health and future at risk. Suddenly, you’re speaking to the Elephant. Now it’s personal, now it’s emotional.
When people feel something—empathy for Amina’s struggle, compassion, or even anger at the injustice—they’re far more likely to act. The Rider might understand the need, but it’s the Elephant that feels it, and feeling is what drives action.
So, if you want to influence someone, start with the Elephant. Find a way to connect emotionally, whether that’s through storytelling, visuals, or shared experiences. Speak to the heart before you speak to the head.
Guide the Rider: Give the Rational Mind a Clear Path
Now, once the Elephant is motivated, the Rider can help steer it. The Rider is the logical part of our mind—the part that plans, weighs options, and analyzes. While the Elephant is all about emotion and instinct, the Rider wants clarity, direction, and purpose
The thing about the Rider, though, is that it gets easily overwhelmed. Too many choices, too much information, and the Rider just sits there, paralyzed. It knows what it should do, but it gets lost in the “how.” So, once you’ve spoken to the Elephant, you need to give the Rider clear, actionable steps to take.
Example: The Role of Clear Instructions in Health Campaigns
Take a health campaign, for example. Imagine you’ve motivated people to eat healthier by talking about the impact of diet on their energy, mood, and long-term health. The Elephant is engaged; people want to feel healthier. But if you stop there, the Rider will struggle. Eating healthy is a big, vague goal, and the Rider doesn’t know where to start.
Now imagine you give them a clear plan: “Start with just one small change. For the next week, swap out sugary drinks for water.” This gives the Rider a clear instruction, a manageable action to take. And it’s not overwhelming—just one change.
People are more likely to follow through when they know exactly what to do. So, if you’re trying to influence someone, once you’ve engaged their Elephant, guide the Rider by breaking down the next steps. Make the path clear, simple, and achievable.
Shape the Path: Remove Obstacles to Make Change Easier
Sometimes, the best way to influence others is to change the environment rather than trying to change the people. This is where the Path comes in. The Path represents the external factors and environment that influence behavior. When you shape the Path, you’re setting things up so that it’s easier for the Rider and Elephant to move forward
Think about it this way: if you’re trying to lead an Elephant down a trail, wouldn’t it be easier if the path was smooth and free of obstacles? Too often, people want to make changes, but the environment works against them. So, if you can change the Path, you’re helping people achieve the outcome they already want.
Example: Making Healthy Choices Easy
Imagine you’re running a workplace wellness program, and you want to encourage employees to choose healthier snacks. You could appeal to their Elephant by talking about the benefits of a healthy lifestyle, and you could guide their Rider with nutritional information. But what if, every time they go to the breakroom, they’re faced with a vending machine full of chips and candy? The Path is working against them.
Instead, you could shape the Path by replacing the junk food with healthier options—fresh fruit, nuts, water. Now, employees don’t have to rely solely on willpower. The environment supports the change. You’re removing obstacles and making it easier for them to make the healthier choice.
When it comes to influencing others, shaping the Path is often the most overlooked piece. By making small tweaks to the environment, you can create a “frictionless” path toward the behavior you want to encourage.
Bringing It All Together: Influence Through Emotion, Logic, and Environment
The key to influencing others is to align all three parts of the analogy. Speak to the Elephant by connecting emotionally, engage the Rider by providing clear steps, and shape the Path to remove any barriers. When these three elements are in sync, real change happens.
Example: Changing a Company Culture
Let’s say you’re a leader trying to create a culture of innovation within your team. First, you need to get everyone emotionally invested—talk about the exciting possibilities that innovation can bring, the chance to make a meaningful impact. Maybe share stories of other companies that transformed by embracing new ideas. Get the Elephant on board.
Next, you guide the Rider. Make it clear what “innovation” looks like on a day-to-day basis. Encourage brainstorming sessions, give people time to work on side projects, and set a goal for trying one new idea every quarter. Now the Rider knows what to do.
Finally, shape the Path. Remove the obstacles to innovation. Maybe it’s bureaucracy, maybe it’s a lack of resources, or maybe people just need a physical space to collaborate. Create an environment that encourages fresh thinking—a space where people feel safe to share ideas without fear of judgment. Now the Path supports the change you want to see.
Final Thoughts: Influence Is About Moving Hearts and Minds
True influence isn’t just about presenting facts or making a strong argument; it’s about moving both hearts and minds. The Rider may understand, but it’s the Elephant that will move. And the Path can either support the journey or create resistance
If you want to be an effective influencer, remember this: speak to the Elephant, guide the Rider, and shape the Path. When you align emotions, logic, and environment, you’re not just pushing for temporary change—you’re setting the stage for lasting impact.
It’s a powerful way to think about influence, and once you understand it, you can see it everywhere. Whether you’re trying to motivate a team, encourage a healthier lifestyle, or drive change in your community, remember that the Elephant, Rider, and Path are all part of the journey.
Tony Ragoonanan is the Founder of V-Formation Training & Development. As a Performance Management Specialist and Emotional Intelligence Trainer, he helps individuals and organizations to align people, frameworks and outcomes. Outside of this, it’s all about family, football, and fitness!!
868-681-3492 | tonyr0909@gmail.com
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