The elephant and the rider
The Elephant and the Rider is a simplified model of human psychology developed by Professor Jonathan Haidt, which he published in his book "The Happiness Hypothesis" in 2006. It was taken-up and publicised by Chip and Dan heath in their popular book "Switch" in 2010.
The model suggests that the subconscious part of our mind is like an elephant - strong, determined, but easily spooked - and is controlled by the conscious part of our mind only in the same way that a mahout "controls" an elephant. The rider has influence, and can train the elephant over time - but can't force it to behave in a particular way.
If we are to affect change in individuals we must work not only to "direct the rider" - ie tell people what is required and persuade them rationally - but also "motivate the elephant" - i.e. encourage involvement at an emotional level. We must also "clear the path, making it easy for people to change.
The elements of the CAREFUL approach seek not only to direct the rider (behavioural guidelines, Do-say Don't-say guidelines for instance) but also to motivate the elephant by generating positivity (Leadership Rounds, Thank you letters, First or Best position for instance). We also hope to 'clear the path' by creating elements that are themselves easily-digestible sections of implementation, fully documented, and "chunked" into themes.