By Robert Schoenhaus
Human influence is the linchpin that binds military activities together and relates those activities to the efforts of other governmental and non-governmental agencies. People, not infrastructure or equipment, present problems in any given country and people will inevitably solve them. Recognizing this truism, our challenge is to accept and understand the need for us to influence the lives of others, and to develop some level of expertise and collaboration in doing so.
Human influence is complex, but we need a simple construct to frame a discussion about it. I believe that people may be influenced to change an attitude or behavior through a combination information, persuasion and both general and specific shaping activities. In order to get someone to change an existing attitude or behavior, or to adopt a new one, we have to inform them about what we would like them to do. The clearer the information, and the more familiar the manner in which it is communicated, the more likely it is to be understood. There are some instances, where people are predisposed to believe or act, in which providing missing information alone can have that effect. In most cases, however, additional effort is needed.