The TOC Buy in process assumes people make decisions logically, that their logic follows a given sequence and that if we present a change to them in the same sequence they are likely to make a conscious choice to change. This may be very true for some decisions we make, however when considering the most important decisions we make in our lives, do we follow this sequence in making them? Did you ever encounter a purchase done and only after explained (like a new TV, car, and expensive gadget?) When it comes to important, high cost decisions we tend to desire and act, and search for logic after only to be able to explain our urge to others (if required). Can we sell big ideas using this? Can we affect the emotion instead of the logic? Can we move from influencing a choice to, i.e. leading to a conscious choice "I will do that” (and we all know how difficult it is to still lead the change after that choice) to a desire "I want it” (and we all know that when we want something, desire it, we will do all we can to achieve it).
Mickey Granot has more than 20 years of experience in TOC. For many years, he has worked alongside Eli Goldratt and has been a part of the development dissemination and implementation of the body of knowledge, solutions and processes. Throughout the years, he has worked with and has been a consultant to numerous companies worldwide, in a wide range of industries and sizes helping them achieve meaningful improvements in their operational and business performance. Processes, practices, systems, and applications he developed continue to be used successfully by consultants and companies all around the globe.