What’s In It for Me? (WIIFM): Harnessing Self-Interest to Drive Change

Andrew J Calvert
4 days ago
2 min read

Change can feel daunting, but one principle simplifies it: people embrace change when they see how it benefits them. The “What’s In It For Me?” (WIIFM) approach leverages this natural motivation, making it a powerful tool for leaders managing change.

Have you asked your team what this change means for them personally?

Why WIIFM Matters

WIIFM taps into self-interest, a core human driver. When people see how a change aligns with their goals, reduces challenges, or improves their lives, they’re more likely to engage. Ignoring WIIFM risks resistance, disengagement, or even failure of your initiative.

Using WIIFM to Lead Change

Here’s how to put WIIFM into action:

1. Know Their Priorities

Understand what matters most to your team:

What are their goals and concerns?
How might the change impact their daily work?

Engaging them through surveys or conversations can uncover this.

2. Highlight Personal Benefits

Tailor your message to show the value of the change:

For those worried about security: “This will improve efficiency, ensuring our competitiveness.”
For the overworked: “The new system will save hours of repetitive tasks.”
For the ambitious: “This creates opportunities for professional growth.”

When you connect the change to their needs, resistance often fades.

3. Address Discomfort Honestly

Acknowledge challenges but show why they’re worth it:

“Learning this system will take time, but it will cut your workload by 20%.”
“This project will stretch us, but it’s a chance to showcase our skills.”

Honesty builds trust and eases the path forward.

4. Reinforce the Benefits

Remind people of the WIIFM at every stage:

Kickoff: Explain how it helps them and the team.
Progress Updates: Share wins tied to promised outcomes.
Recognition: Celebrate those adapting successfully.

Repetition helps solidify the benefits.

Linking WIIFM to the Bigger Picture

Effective leaders balance personal benefits with the broader mission:

“Your work doesn’t just make your job easier; it strengthens the company.”

This creates a shared purpose that motivates long-term engagement.

By answering “What’s in it for me?” for your team, you transform resistance into enthusiasm. Self-interest isn’t selfish—it’s human. Use it to drive successful, trust-filled change.