At the end of a programme, participants rarely talk first about the business models, or the financial statements.

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They talk about how they felt.

 

They remember feeling overwhelmed at the start by the complexity. They remember feeling scared as their business was running out of cash and might fail. They remember the frustration of a sensible decision, that made other things worse. They remember the satisfaction and pride of turning a business around.

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Those are the moments that stick.

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We've seen that information rarely changes how people think. That experience doesn't necessarily change how people think either. The experiences that seem to matter most are the ones with emotional oomph. The ones that bite. The ones that make people feel anxious, embarrassed, relieved or proud. Those experiences are remembered.

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Reflection then helps people understand why they happened. That's when experience begins to change how people think.