Role Exit stage two

19 Jul

Now the individual has come to the acknowledgement (First Stage of Role Exit) that they need to change roles, they will start to actively seek alternatives.

A key part of this is measuring the Comparison Level (Thibaut and Kelly, 1959). The Comparison Level is established from previous experiences in the individuals life. These form a baseline that all subsequent experiences are judged either, above (attractive and satisfying) or below (unattractive and dissatisfying) the Comparison Level.

After assessment of these alternatives, the individual will seek reinforcement off significant others. If reinforcement is given, the individual, feeling sense of freedom and confidence, will start to shift their references and engage in role rehearsal of the potential new role.

Joe Macleod

Joe Macleod is founder of the worlds first customer ending business. A veteran of product development industry with decades of experience across service, digital and product sectors.

Head of Endineering at AndEnd. TEDx Speaker. Wired says “An energetic Englishman, Macleod advises companies on how to game out their endgames. Every product faces a cycle of endings. It's important to plan for each of them. Not all companies do." Fast Company says “Joe Macleod wants brands to focus on what happens to products at the end of their life cycle—not just for the environment but for the entire consumer experience.”

He is author of the Ends book, that iFixIt called “the best book about consumer e-waste”. And the new book –Endineering, that people are saying “defines and maps out a whole new sub-discipline of study”. The DoLectures consider the Endineering book one of the best business books of 2022.

Role Exit stage two

Your product story needs endineering.

Role Exit stage one