Mindset
“A mindset, in decision theory and general systems theory, refers to a set of assumptions, methods or notations held by one or more people or groups of people which is so established that it creates a powerful incentive within these people or groups to continue to adopt or accept prior behaviors, choices, or tools. This phenomenon of cognitive bias is also sometimes described as mental inertia, ‘groupthink,’ or a ‘paradigm,’ and it is often difficult to counteract its effects upon analysis and decision making processes.” In simpler terms, people continue to hold certain assumptions because they have always held those assumptions. Even as they cheer the Bulldogs, walk around ArtHop or eat at Fagan’s downtown, the exciting and innovative changes occurring in Fresno have not impacted their general opinions and attitudes toward the community. The “It really does suck here” mindset is still entrenched in the community. As a result, we still communicate through old assumptions a view of Fresno that diminishes and undermines the change that is going on here. Knowledge workers look for adaptive mindsets, ones that quickly assess new situational attributes for possible personal and economic exploitation. The situational attributes in Fresno are changing, and the mindset can be changed as well. Behavior change theory is based on the belief that an individual takes several steps before engaging in significant shifts of behavior or cognitive patterns. An underlying theme of mindset and behavior change theory is that the most effective changes occur on multiple levels. For example, seat belts did not become commonly used in the United States until a variety of strategies working in collaboration reached a tipping point. According to Malcolm Gladwell in his book, The Tipping Point, the term, “Tipping Point,” comes from the world of epidemiology. It’s the name given to that moment in an epidemic when a virus reaches critical mass. It’s the boiling point. It’s the moment on the graph when the line starts to shoot straight upwards. With seat belt use the tipping point came after marketing campaigns, automobile industry regulations, and financial disincentives through increased ticketing for failure to wear a seat belt. There is a tipping point beginning to occur in Fresno, the mindset is changing. But to engage new knowledge workers and take full opportunity of the potential that currently exists in the region, the process must be given a jump-start.
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