I followed the Israeli elections on local media as well as on foreign media. Many reports expressed dismay about the tactics used in the last few days of the campaign during which many parties called out to their supporters: “vote for us, we are losing”. This type of campaign is called “Gevalt”, and implies impending doom. The use of this tactic shocked foreign media.
This blog of mine is not abut politics, yet the lessons to be learnt from the use of the Gevalt tactic merit a short focus on its underpinnings , since Gevalt is so applicable in organizational life.
A “gevalt” campaign rests on two pillars-fear and compassion.
Fear of impending doom serves as a massive motivating factor in Israel, internally and externally. If “they” win, “we are finished”. Israeli society is post traumatic, both from the holocaust, the periodic wars and the constant threat of terror. What separates us from them is very often a myth, but fear is real and fear ignites, augments and enhances the survival instinct. The post traumatic symptom which is most common is the survival instinct, which serves as a magic trigger for action.
So if you manage a project in Israel, a statement like, “if we fail, HQ will close us down” is much more effective than a detailed plan on how to succeed. Or, if a product fails on first try, the panic mode of 24/7 will be more effective than a detailed fix-it process which may take longer yet solve the root cause of the problem.
When an Israeli politician admits that he may be losing, what he (or she) may be saying is that “I am like your father; I make mistakes but I care for you. Show me compassion when the going gets rough, because I busted my ass to bring you up/take care of your interests.
So if you manage a Israeli team, an appeal for help is far more effective than promising a bonus or a weekend in an resort in Cyprus or Greece. “We take care of each other” works far better than using a formal system such as compensation to harness people in tough times. Btw, when push comes to shove, Israeli organizations do not generally fire people at the drop of a hat, unless the downsizing comes from a global company which needs to chop a given number of heads from each geographical site.
Using a survival motive and appealing for compassion are great motivators in Israel. There is no such thing as an overdose of either. Our society is post traumatic and emotionally high strung.
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