Awareness leads to action, action leads to results
Ask activists in the
The above relationship between awareness and action is deeply ingrained in our thinking.
However, in many ways, this approach to the process of social change is promoted by a distinctly Western view of our world — i.e., conceptualizing awareness and action as distinct steps rather than as part of a single process, seeing social change as a rigid linear procedure (i.e., awareness leads to action but not vice-versa), defining social change as largely dependent on thinking and cognition, seeing human beings as naturally passive and needing to be acted upon by something outside of them (i.e., education) in order to gain awareness, and focusing on the individual human being as the center of social change. In other words, a Western worldview sees social change as beginning with individuals who become politically conscious through education and then acting on this awareness to change society.
Is there a different way to conceptualize the process of social change? Is there a different way to see the process involving awareness and action that can better enable us to educate, mobilize, organize, and transform society and ourselves?
Perhaps the best starting point is to reexamine our fundamental assumptions by creating a vision of social change around all the points that are missing from the Western viewpoint. Specifically:
• Awareness and action are not two distinct and separate stages but integrally related and part of the same process;
• Social change is not a rigid linear relationship between awareness and action but a dialectical process in which awareness and action constantly interact;
• Awareness and action are not simply cognitive processes but also involve values and emotions; moreover, emotions related to awareness and action are not simply anger and fear but “higher” emotions such as love and compassion; values associated with awareness and action include the commitment to social justice, equality, and fairness;
• People are naturally active and constantly searching for meaning, and the most effective forms of education tap into this aspect of human nature
• Education is not a process of “putting ideas into people” but rather a process of “drawing ideas of out them”;
• Social change is by its very definition social, not individual; thus, the focal point of social change is social interaction and not the individual human being;
• An individual human being becomes aware through social interactions and through the process of self-reflection based on these interactions; in the words of sociologist C. Wright Mills, individuals become conscious when they are able to connect their autobiographies with history and to see themselves as historical agents able to change the present and future.
Based on these points, we can begin to re-conceptualize the process of social change, not simply as a linear, one-way relationship between awareness and action but as a dynamic interrelationship revolving around social interactions. Of course, there is nothing new about this approach; it has long characterized the thinking of indigenous peoples worldwide and many past civilizations before the advent of colonialism and imperialism. It is also similar to the understanding of the learning and teaching process developed by educators who use the latest findings from brain-compatible learning and critical pedagogy.
But how can we depict this alternative approach to social change, so that activists raised under the legacy of Western colonialism can understand it and use it in their organizing work?
Below is a quick and crude diagram; I invite others who are more creative and artistic than me to develop a better diagram. The diagram shows the process of social change as not a single straight line linking awareness and action but rather as a circle — or a rolling wheel — revolving around social interactions (at the center of the circle). Spokes on the wheel represent awareness, action, self-reflection, and values and emotions — and all are interconnected. Thus, the process of social change can begin anywhere on the wheel. Moreover, as the wheel “rolls,” it is transformed and constantly becomes a “new” wheel, in much the same way that social change transforms both social structure and individual lives simultaneously.
Social Interaction
Awareness Action
Self-reflection
Connecting autobiography to history
Seeing oneself as an active agent to change the present and the future
Values and emotions
Awareness Leads to Action, Action Leads to Achievement
I have learned from experience that behavioral change always begins with awareness, because awareness leads to new choices. People will always choose to change when they are aware that the change will serve their best interest. Awareness of the dramatic impact of apathy and how it works to keep us where we are is the key to next level of achievement.Now before you roll your eyes and ask, "What does apathy has to do with anything?" allow me to share my working definition of apathy:
A natural, human instinct, common to us all, that consistently encourages us to seek a comfort zone in which nothing ever changes.
If you really look at your business with an objective eye, you will probably find areas where apathy has set in. After all, it is only natural. In your organization, apathy may look more like burnout, stagnation, indecision, lack of creativity, lack of motivation, and lack of productivity.
Sound more familiar now?
According to Maslow's famous book, A Theory of Human Motivation, most all human behavior can be traced back to the basic motivation of self-preservation and security. Some may be motivated by higher-level needs, but as soon as their security is threatened, they quickly revert to self-preservation. This process of seeking security and building unproductive comfort zones, if left unchecked, leads to behaviors that are usually described as the causes of people problems and ineffectiveness.
Consider the example of a significant international company in the lighting industry that I worked with. It had been operational since the 1960's and had grown revenues to a high of over 300 million dollars, but had leveled off four years prior and was in the beginning stages of decline. When I began to talk to the company leaders about becoming aware of the forces of apathy, the CEO responded "We are debt free with six years of operating capital in the bank. Why should we be concerned with growth? We're doing just fine."
The truth that this previously successful CEO had not yet embraced is this: the only alternative to growth is decline, and every organization must choose growth if they want to achieve sustainability.
This company and its leaders were clearly in the beginning stages of apathy with all its declining effects. My first step was to generate a new level of awareness of the available untapped potential existing among the leadership team. From this new level of awareness among the leadership team, I started a proactive leadership development process for everyone from the top leaders to every level of the organization.
So what was the result of this new-found awareness? A new action. The company began a new phase of growth within 30 months and has never looked back!
The same thing can happen with your business. Take a moment to identify key areas where apathy has set in and you are not experiencing growth. Remember – if you are not growing, you are declining. There is no in-between position in life. Your human instincts will always direct you toward safety by consistently encouraging you to stay where you are and to not change.
Achievement begins with awareness, and continues with effective choices and actions. You can achieve by simply doing the right things consistently over a sustained period of time. But as you strive to achieve, guard against apathy at every turn.
It takes constant diligence and focus to stay on track, but don't give up. With continued awareness and dedicated focus, achievement is right around the corner!
This very same scenario applies to the voting public. We must make the voters aware of the deteriorating government, loss of services and bring about action to change the government if the public wants to maintain the quality of life and services.
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