I Will—The Power of Public Commitment

People want to act in ways that are consistent with what they have already said or done.

Gordon Sinclair had a problem. Almost one third of the people who made a reservation at his fancy Chicago restaurant didn’t show up. This was costing him $900,000 per year.

When people phoned to make a reservation, his staff told them to “Please call if you have to change or cancel your reservation.” The number of no-shows proved this strategy was not working.

By adding two words to the message, Sinclair was able to reduce the number of no-shows to ten percent and save over $500,000 per year.

What were the magic two words?

Will you…

Sinclair instructed his employees to ask, “Will you please call if you if you have to change or cancel your reservation?” And wait for an answer.

Waiting for the answer was key. Everyone said yes, they would call. Voilà, they had just made a public commitment.

Fast-forward to 7 o’clock on a Friday night. You have a reservation at Gordon’s restaurant in an hour. It’s been a rough week at work, the kids are acting up, and the babysitter has the flu. You decide to stay home and chill. Looks like another no-show for Gordon’s.

Then a small voice in your head pipes up: “Hey, you said you would call if you need to cancel the reservation. Do the right thing. Call them.” So, you pick up the phone and cancel the reservation. Gordon’s gives the table to another party. You feel good about yourself for honoring your commitment.

Get some skin in the game

Making a commitment, however small, puts “skin in the game.” A commitment you make now will influence your behavior later. Most people try to act in ways that are consistent with what they have already said or done.

You can influence a person’s future behavior by asking them for a commitment today.

Will you email me if you won’t be able to attend the presentation?

Will you send me a summary of your thoughts on the issue?”

Will you ask the sponsor to approve the budget?”

Sure, some people might say “no,” but many will say “yes, I will.”

And once someone has made a public commitment, the need for consistency will encourage them to follow through. After all, their reputation (and self-image) is at stake.

Follow the (bright) line

A bright line is a simple rule that makes the desired action clear. For example, “I will have a one-on-one talk with each person on my team each week.” Bright lines work best when you make them public.

You influence your own behavior by telling people what you intend to do in advance—sharing what psychologists call implementation intentions. A colleague once told me, “Mark, I am going to write a book next year.” And then he went on, “I am telling you this so that I actually do it.”

Want to have one-on-one talks with your team? Schedule the meetings now. Want to achieve a better work-life balance? Tell your daughter you’ll be at her next basketball game. Communicate your bright lines so you commit and follow through for positive change.

Read more about how bright lines simplify decision making and boost commitment.

Reflection questions

Am I avoiding asking for a commitment from someone? How can I overcome my hesitation?

What practice(s) will I commit to starting? Stopping? Continuing?

What bright lines will I include in my daily routine?

How will I make my commitments public? With whom will I communicate? When?

References

Cialdini, R. (2021). Influence: The Psychology of Persuasion (New and Expanded). New York: Harper Business.

Grimes, W. (1997, Oct 15). In War Against No-Shows, Restaurants Get Together. The New York Times.

Taleb, N. N. (2018). Skin in the Game: Hidden Asymmetries in Daily Life. New York: Penguin Random House.