Fundamentals

Many small business owners envision automation as a plug-and-play solution, a digital magic wand waving away inefficiencies. They often discover, post-implementation, that the human element resists straightforward technological fixes.

The Unseen Foundation Culture’s Role

Automation, at its core, represents change, and organizational culture Meaning ● Organizational culture is the shared personality of an SMB, shaping behavior and impacting success. acts as the bedrock upon which any change, especially technological, must be built. Culture dictates how people within a business react to new initiatives, how they collaborate, and how they perceive their roles evolving. Ignoring this is akin to constructing a skyscraper on sand; the most advanced technology will crumble under the weight of cultural misalignment.

Decoding Organizational Culture For Automation

Organizational culture might sound like an abstract concept, something relegated to corporate jargon. In reality, it is the lived experience of every employee, the unspoken rules and assumptions that govern daily operations. It encompasses values, beliefs, attitudes, and behaviors shared within a company.

For SMBs, this culture is often intensely personal, shaped by the founder’s vision and the early team’s dynamics. It is the collective personality of the business, influencing everything from customer service to product development.

Why Culture Trumps Technology In Automation

Consider a small manufacturing firm, where skilled machinists take pride in their craft. Introducing robotic arms to increase production efficiency might seem like a logical step. However, if the company culture values artisanal skill above all else, the machinists may perceive automation as a threat to their identity and job security. Resistance surfaces, sabotage occurs, and the expensive robots sit idle.

Technology, regardless of its sophistication, cannot override deeply ingrained cultural norms. Successful automation demands cultural integration, not just technological installation.

The Cost Of Cultural Neglect In Automation

Failed automation projects frequently stem from overlooking culture. Money is wasted on systems employees refuse to use, productivity gains vanish amidst internal conflict, and morale plummets as staff feel unheard and devalued. For SMBs operating on tight margins, such failures can be devastating, hindering growth and jeopardizing survival. Cultural resistance is not a soft issue; it directly impacts the bottom line.

Building A Culture Ready For Automation

Preparing a company culture for automation is not about radical overnight transformations. It is about gradual, deliberate shifts in mindset and practice. It starts with open communication, explaining the ‘why’ behind automation, addressing employee concerns transparently, and involving them in the process.

Training becomes paramount, not just on new systems, but on adapting to new roles and workflows. Celebrating small wins, acknowledging anxieties, and fostering a culture of continuous learning Meaning ● Continuous Learning, in the context of SMB growth, automation, and implementation, denotes a sustained commitment to skill enhancement and knowledge acquisition at all organizational levels. are all vital components.

Practical Steps For SMBs To Cultivate Automation-Ready Cultures

SMBs possess an advantage ● their size allows for more direct and personal cultural interventions. Leadership can play a pivotal role in modeling desired behaviors and values. Regular team meetings, not just for operational updates but for open dialogue about automation, can build trust and understanding.

Employee feedback mechanisms, whether formal surveys or informal suggestion boxes, provide valuable insights into cultural sentiments. Investing in employee development, showcasing automation as a tool to enhance skills rather than replace jobs, can shift perceptions positively.

Addressing Fear And Uncertainty Head-On

Automation inevitably brings fear of job displacement. Acknowledging this fear directly, rather than dismissing it, is crucial. SMBs can proactively identify roles that will evolve, not disappear, and provide reskilling opportunities.

They can emphasize how automation can eliminate mundane tasks, freeing employees for more engaging and strategic work. Transparency in communication, demonstrating a commitment to employee well-being throughout the automation journey, builds confidence and reduces resistance.

Leadership’s Role In Shaping Automation Culture

Leadership’s stance on automation sets the cultural tone. If leaders exhibit enthusiasm and vision, employees are more likely to follow suit. Conversely, if leadership appears hesitant or unclear about the benefits, skepticism will permeate the organization.

Leaders must champion automation not as a cost-cutting measure alone, but as a strategic enabler of growth, innovation, and improved employee experiences. Their actions, more than words, will shape the cultural narrative around automation.

Communication Is The Cultural Bridge

Effective communication acts as the bridge connecting technology and culture. It is not about one-way announcements, but about ongoing dialogues. SMBs should utilize various communication channels ● from town hall meetings to informal coffee chats ● to disseminate information, gather feedback, and address concerns. The language used matters; framing automation as an opportunity for growth, learning, and improved work-life balance resonates more positively than framing it solely as a productivity initiative.

Organizational culture is not a soft skill to be considered after technology implementation; it is the foundational element that dictates whether automation efforts will flourish or falter within an SMB.

The Human Side Of The Digital Transformation

Digital transformation, driven by automation, is fundamentally a human endeavor. Technology is merely a tool; culture dictates how effectively that tool is wielded. SMBs that prioritize cultural alignment Meaning ● Cultural Alignment in SMBs is the strategic harmony between shared values and business goals, driving growth and adaptability. alongside technological implementation unlock the true potential of automation. They create environments where employees embrace change, collaborate effectively with new systems, and contribute to a future where humans and machines work in synergy.

Measuring Cultural Readiness For Automation

Assessing cultural readiness Meaning ● Cultural Readiness, in the context of SMB growth strategies, denotes the degree to which a small to medium-sized business is prepared to accept and adapt to changes brought about by new automation technologies or significant shifts in operational processes. for automation is not about quantifiable metrics alone. It involves qualitative insights into employee attitudes, communication patterns, and leadership styles. Surveys, focus groups, and informal observations can provide a nuanced understanding of the existing culture. Identifying cultural strengths that can support automation, as well as potential cultural barriers that need to be addressed, is crucial for tailoring the implementation strategy.

Culture As A Competitive Advantage In Automation

In a competitive landscape where automation is increasingly prevalent, organizational culture emerges as a differentiator. SMBs with cultures that readily adapt to technological advancements gain a significant edge. They innovate faster, respond to market changes more agilely, and attract and retain talent who thrive in dynamic, technology-driven environments. Culture becomes not just a prerequisite for automation success, but a source of competitive advantage.

Long-Term Cultural Evolution For Sustained Automation Success

Automation is not a one-time project; it is an ongoing journey of technological evolution. Organizational culture must similarly evolve to sustain long-term automation success. This requires fostering a culture of continuous learning, adaptability, and innovation. SMBs that cultivate these cultural traits are better positioned to not only adopt current automation technologies but also to embrace future advancements and remain competitive in the long run.

Starting Small, Thinking Big Cultivating Cultural Change

For SMBs daunted by the prospect of cultural change, the key is to start small and think big. Begin with pilot automation projects in areas where cultural resistance is likely to be minimal. Use these initial successes to demonstrate the benefits of automation and build momentum for broader cultural adoption.

Communicate the long-term vision for automation, emphasizing its role in the company’s growth and the employees’ future within it. Gradual, iterative cultural adjustments, aligned with technological progress, pave the way for sustained automation success.

Intermediate

Industry analysts project that by 2025, automation will touch nearly every aspect of business operations, yet a significant percentage of automation initiatives Meaning ● Automation Initiatives, in the context of SMB growth, represent structured efforts to implement technologies that reduce manual intervention in business processes. fail to deliver anticipated returns. This discrepancy often stems from a critical oversight ● the intricate interplay between organizational culture and technological adoption.

Beyond Technology The Cultural Ecosystem

Automation adoption is frequently framed as a technological challenge, a matter of selecting the right software or hardware. This perspective, while partially accurate, neglects the crucial cultural ecosystem within which technology must operate. Organizational culture, viewed through an intermediate lens, becomes a dynamic system of shared assumptions, values, and norms that profoundly influence how automation is perceived, implemented, and ultimately, utilized. It is not merely a backdrop; it is an active participant in the automation narrative.

Culture As A Determinant Of Automation ROI

Return on investment (ROI) in automation is not solely determined by the efficiency gains Meaning ● Efficiency Gains, within the context of Small and Medium-sized Businesses (SMBs), represent the quantifiable improvements in operational productivity and resource utilization realized through strategic initiatives such as automation and process optimization. of the technology itself. It is significantly shaped by the organizational culture’s receptivity to change, its capacity for adaptation, and its alignment with automation goals. A culture resistant to change, characterized by rigid hierarchies or fear of disruption, can actively sabotage automation efforts, negating potential ROI. Conversely, a culture that embraces innovation, fosters collaboration, and values continuous improvement Meaning ● Ongoing, incremental improvements focused on agility and value for SMB success. can amplify the benefits of automation, leading to substantial ROI.

Identifying Cultural Archetypes And Automation Propensity

Organizational cultures are not monolithic; they exist along a spectrum, each archetype exhibiting varying degrees of propensity for automation adoption. Hierarchical cultures, for instance, may struggle with the decentralized nature of some automation technologies, while adhocracies, known for their flexibility and innovation, may readily embrace automation. Understanding a company’s cultural archetype ● whether it leans towards clan, hierarchy, market, or adhocracy ● provides valuable insights into potential cultural enablers and inhibitors of automation success.

The Impact Of Cultural Dimensions On Automation Implementation

Several cultural dimensions Meaning ● Cultural Dimensions are the frameworks that help SMBs understand and adapt to diverse cultural values for effective global business operations. directly impact automation implementation. Power distance, the extent to which less powerful members of organizations accept and expect unequal power distribution, influences how automation-driven changes in job roles are perceived. Uncertainty avoidance, a society’s tolerance for ambiguity, affects employee comfort levels with the disruptive nature of automation.

Individualism versus collectivism shapes the approach to teamwork and collaboration required for successful automation integration. Analyzing these cultural dimensions provides a framework for anticipating and mitigating cultural challenges.

Cultural Due Diligence In Automation Strategy

Strategic automation planning must incorporate cultural due diligence. This involves a systematic assessment of the existing organizational culture, identifying its strengths and weaknesses in relation to automation adoption. Cultural audits, employee surveys, and leadership interviews can provide valuable data.

This cultural intelligence informs the automation strategy, allowing for tailored implementation approaches that resonate with the prevailing cultural norms and values. Cultural due diligence Meaning ● Cultural Due Diligence, in the context of SMB growth, automation, and implementation, is the systematic process of evaluating the cultural compatibility between organizations involved in mergers, acquisitions, or significant partnerships. transforms automation from a purely technological initiative into a holistic organizational transformation.

Change Management As Cultural Transformation

Change management in the context of automation is not simply about managing the technical transition. It is fundamentally about cultural transformation. Effective change management Meaning ● Change Management in SMBs is strategically guiding organizational evolution for sustained growth and adaptability in a dynamic environment. strategies recognize that automation necessitates shifts in mindset, behaviors, and organizational structures.

These strategies focus on communication, training, and employee engagement, not just as add-ons to the technical implementation, but as integral components of the cultural adaptation Meaning ● Cultural adaptation, within the context of SMB growth, concerns the modifications a business makes to its operational strategies, product offerings, or marketing initiatives to align with the cultural norms, values, and preferences of a new or expanding market. process. Change management becomes the vehicle for aligning culture with automation objectives.

Building Cultural Agility For Automation’s Evolving Landscape

The landscape of automation is not static; it is characterized by continuous innovation and rapid technological advancements. Sustained automation success Meaning ● Automation Success, within the context of Small and Medium-sized Businesses (SMBs), signifies the measurable and positive outcomes derived from implementing automated processes and technologies. requires cultivating cultural agility, the ability to adapt and respond effectively to ongoing change. This involves fostering a learning culture, encouraging experimentation, and promoting a growth mindset among employees. Cultural agility Meaning ● Cultural Agility for SMBs is the dynamic ability to adapt core values and practices for growth and automation. becomes a core competency, enabling organizations to not only adopt current automation technologies but also to proactively embrace future disruptions and opportunities.

The Role Of Leadership In Cultural Alignment For Automation

Leadership plays a pivotal role in aligning organizational culture with automation strategy. Leaders must articulate a clear vision for automation, communicating its strategic importance and its benefits for both the organization and its employees. They must actively champion cultural change, modeling desired behaviors and fostering a culture of innovation Meaning ● A pragmatic, systematic capability to implement impactful changes, enhancing SMB value within resource constraints. and adaptability. Leadership’s commitment to cultural alignment transforms automation from a top-down mandate into a shared organizational aspiration.

Communication Strategies For Cultural Buy-In To Automation

Communication is not merely about disseminating information; it is about building cultural buy-in to automation. Effective communication strategies are tailored to different employee segments, addressing their specific concerns and highlighting the relevance of automation to their roles. Two-way communication channels, such as feedback forums and open Q&A sessions, foster dialogue and address anxieties. Transparent and consistent communication builds trust and facilitates cultural acceptance of automation.

Cultural readiness is not a passive state; it is an actively cultivated organizational capability that directly influences the success and sustainability of automation initiatives within SMBs and larger enterprises alike.

Metrics And Measurement Of Cultural Impact On Automation

Measuring the impact of culture on automation requires a blend of quantitative and qualitative metrics. Quantitative metrics might include automation adoption Meaning ● SMB Automation Adoption: Strategic tech integration to boost efficiency, innovation, & ethical growth. rates, project completion times, and ROI figures. Qualitative metrics delve into employee sentiment, levels of collaboration, and the prevalence of innovation.

Tracking both types of metrics provides a holistic view of cultural influence. Regular monitoring and analysis of these metrics allow for iterative adjustments to both the automation strategy Meaning ● Strategic tech integration to boost SMB efficiency and growth. and the cultural change Meaning ● Cultural change, in the context of SMB growth, automation, and implementation, signifies the transformation of shared values, beliefs, attitudes, and behaviors within the business that supports new operational models and technological integrations. management approach.

Case Studies Of Cultural Successes And Failures In Automation

Examining case studies of both successful and failed automation implementations reveals the profound impact of organizational culture. Success stories often highlight cultures characterized by open communication, employee involvement, and leadership commitment. Failure cases frequently expose cultures resistant to change, lacking in transparency, or exhibiting misalignment between automation goals and organizational values. Analyzing these case studies provides valuable lessons for SMBs seeking to navigate their own automation journeys.

The Ethical Dimensions Of Culture And Automation

The intersection of culture and automation Meaning ● Culture and Automation for SMBs: A strategic blend of organizational values and technology to drive growth and efficiency. raises ethical considerations. Organizational culture shapes how automation is used, who benefits from it, and what societal impacts it generates. A culture that prioritizes ethical considerations ensures that automation is implemented responsibly, minimizing negative consequences and maximizing positive societal contributions. Ethical frameworks, embedded within organizational culture, guide automation decisions and promote responsible innovation.

Future-Proofing Culture For The Age Of Automation

The age of automation is not a future event; it is the present reality. Future-proofing organizational culture requires proactive adaptation and continuous evolution. This involves embedding learning and adaptability into the cultural DNA, fostering a growth mindset at all levels, and embracing experimentation as a norm. SMBs that cultivate future-proof cultures are not just prepared for automation; they are poised to lead in the automated future.

Strategic Imperatives For Cultural Transformation In Automation

For SMBs embarking on automation journeys, cultural transformation Meaning ● Cultural Transformation in SMBs is strategically evolving company culture to align with goals, growth, and market changes. is not an optional add-on; it is a strategic imperative. It requires a deliberate, systematic, and ongoing effort to align organizational culture with automation objectives. This transformation necessitates leadership commitment, employee engagement, effective communication, and a focus on building cultural agility. Cultural transformation unlocks the full potential of automation, driving sustainable growth and competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. in the automated era.

Table 1 ● Cultural Dimensions and Automation Impact

Advanced

Contemporary business literature increasingly posits organizational culture as not merely a supporting element, but a deterministic factor in the successful assimilation of automation technologies. Empirical studies reveal a consistent correlation ● organizations exhibiting cultures characterized by adaptability, innovation, and psychological safety Meaning ● Psychological safety in SMBs is a shared belief of team safety for interpersonal risk-taking, crucial for growth and automation success. demonstrably outperform those with rigid, change-averse cultures in realizing automation’s projected efficiencies and strategic advantages.

Cultural Capital As Automation’s Catalyst

From an advanced strategic perspective, organizational culture should be conceptualized as cultural capital Meaning ● Cultural Capital, in the context of SMB growth, automation, and implementation, represents the collective knowledge, skills, education, and advantages that enable an organization to achieve its strategic objectives. ● a strategic asset that either catalyzes or constrains automation initiatives. This perspective moves beyond viewing culture as a soft, intangible element and recognizes its tangible impact on automation ROI, innovation velocity, and organizational resilience. Cultural capital, when strategically cultivated, becomes a potent competitive differentiator in the age of intelligent automation.

The Socio-Technical Systems Perspective On Automation Culture

The socio-technical systems (STS) theory provides a robust framework for understanding the intricate relationship between organizational culture and automation. STS emphasizes the interdependence of social and technical elements within an organization. Automation, viewed through this lens, is not simply a technological insertion but a complex socio-technical intervention that necessitates co-evolution of both technical systems and the encompassing organizational culture. Mismatches between technology design and cultural context invariably lead to suboptimal outcomes.

Cultural Ambidexterity For Automation-Driven Innovation

Advanced automation strategies Meaning ● Automation Strategies, within the context of Small and Medium-sized Businesses (SMBs), represent a coordinated approach to integrating technology and software solutions to streamline business processes. demand cultural ambidexterity ● the organizational capacity to simultaneously pursue exploitation of existing capabilities and exploration of new opportunities. Exploitation cultures, focused on efficiency and optimization, are adept at leveraging automation for process improvement and cost reduction. Exploration cultures, characterized by experimentation and risk-taking, are crucial for driving automation-fueled innovation and developing novel applications. Cultivating ambidextrous cultures enables organizations to realize both incremental gains and disruptive breakthroughs through automation.

Psychological Safety As The Bedrock Of Automation Adoption

Psychological safety, defined as a shared belief that the workplace is safe for interpersonal risk-taking, emerges as a critical cultural prerequisite for successful automation adoption. In environments characterized by high psychological safety, employees are more likely to experiment with new automation technologies, voice concerns about implementation challenges, and collaborate effectively to overcome obstacles. Conversely, in cultures lacking psychological safety, fear of failure and retribution stifles innovation and hinders automation progress. Building psychological safety becomes a strategic imperative for unlocking automation’s full potential.

Data-Driven Cultural Diagnostics For Automation Readiness

Advanced approaches to cultural assessment leverage data-driven diagnostics to gauge automation readiness. Organizational network analysis (ONA) can map communication patterns and identify cultural influencers who can champion automation initiatives. Sentiment analysis of employee feedback provides insights into prevailing attitudes towards automation. Quantitative cultural assessments, combined with qualitative insights, offer a granular understanding of cultural strengths and weaknesses, enabling targeted interventions to enhance automation readiness.

Leadership Archetypes And Cultural Transformation For Automation

Leadership archetypes significantly influence cultural transformation for automation. Transformational leaders, who inspire and empower employees, are particularly effective in driving cultural change necessary for embracing automation. Servant leaders, who prioritize employee needs and development, foster psychological safety and collaboration crucial for automation success.

Authentic leaders, who build trust through transparency and integrity, create environments conducive to open communication and cultural alignment with automation goals. Leadership development programs focused on these archetypes can accelerate cultural transformation.

Communication Ecosystems For Automation Sensemaking

Effective communication in advanced automation Meaning ● Advanced Automation, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic implementation of sophisticated technologies that move beyond basic task automation to drive significant improvements in business processes, operational efficiency, and scalability. contexts transcends traditional top-down dissemination. It requires building robust communication ecosystems that facilitate sensemaking ● the process through which individuals and organizations interpret ambiguous situations and create shared understanding. These ecosystems incorporate diverse communication channels, encourage bottom-up feedback, and foster dialogue across organizational silos. Sensemaking communication strategies ensure that employees understand the rationale behind automation, its implications for their roles, and the opportunities it presents, fostering cultural alignment and reducing resistance.

Organizational culture is not a static entity to be managed; it is a dynamic, evolving ecosystem to be strategically cultivated as a core competency for sustained automation advantage in competitive markets.

Ethical Culture As A Guiding Principle For Responsible Automation

In the advanced discourse on automation, ethical culture Meaning ● Ethical Culture, within the context of SMBs, represents a conscious commitment to moral principles guiding business operations, automation strategies, and implementation processes. assumes paramount importance. As automation technologies become increasingly sophisticated and pervasive, ethical considerations extend beyond mere compliance to encompass questions of algorithmic bias, data privacy, and the societal impact of job displacement. Organizations with strong ethical cultures proactively address these concerns, embedding ethical principles into automation design, implementation, and governance. Ethical culture becomes a guiding principle for responsible automation, ensuring that technological progress aligns with societal values and human well-being.

Measuring Cultural ROI In Advanced Automation Initiatives

Measuring cultural ROI in advanced automation initiatives requires sophisticated metrics that go beyond immediate efficiency gains. These metrics include innovation output, employee engagement Meaning ● Employee Engagement in SMBs is the strategic commitment of employees' energies towards business goals, fostering growth and competitive advantage. levels, organizational resilience in the face of disruption, and brand reputation as an innovative and ethical organization. Longitudinal studies tracking these metrics provide a comprehensive assessment of cultural impact on sustained automation success and overall organizational performance. Cultural ROI becomes a key performance indicator in advanced automation strategies.

Cross-Cultural Considerations In Global Automation Deployments

For multinational SMBs and corporations, cross-cultural considerations are paramount in global automation deployments. Cultural dimensions, such as individualism-collectivism and power distance, vary significantly across countries and regions, influencing employee attitudes towards automation and preferred implementation approaches. Standardized automation strategies, neglecting cultural nuances, often encounter resistance and suboptimal outcomes in diverse cultural contexts. Culturally sensitive automation strategies, tailored to local cultural norms and values, are essential for maximizing global automation ROI.

The Future Of Work And The Evolving Automation Culture

The future of work Meaning ● Evolving work landscape for SMBs, driven by tech, demanding strategic adaptation for growth. is inextricably linked to the evolving automation culture. As automation transforms job roles and organizational structures, cultures must adapt to embrace human-machine collaboration, continuous learning, and a greater emphasis on uniquely human skills such as creativity, critical thinking, and emotional intelligence. Organizations that proactively cultivate these future-oriented cultures will not only survive but thrive in the age of intelligent automation, attracting and retaining talent in a rapidly changing labor market.

Strategic Foresight And Proactive Cultural Adaptation For Automation

Advanced automation strategies necessitate strategic foresight Meaning ● Strategic Foresight: Proactive future planning for SMB growth and resilience in a dynamic business world. and proactive cultural adaptation. Organizations must anticipate future technological trends, assess their potential cultural implications, and proactively adjust their cultures to remain ahead of the curve. Scenario planning, technology forecasting, and continuous cultural monitoring become essential tools for navigating the dynamic landscape of automation. Proactive cultural adaptation, driven by strategic foresight, ensures sustained competitive advantage in the long run.

Organizational Culture As A Source Of Sustainable Automation Advantage

In conclusion, organizational culture is not merely critical for automation adoption success; it is the ultimate source of sustainable automation advantage. Technology can be readily replicated, but a deeply ingrained culture of innovation, adaptability, psychological safety, and ethical responsibility is far more difficult to emulate. SMBs and corporations that strategically invest in cultivating such cultures unlock the transformative potential of automation, achieving not just short-term efficiency gains but long-term competitive dominance in the automated future.

List 1 ● Cultural Attributes for Automation Success

• Adaptability ● Embracing change and adjusting to new technologies.
• Innovation ● Encouraging experimentation and creative problem-solving.
• Psychological Safety ● Fostering open communication and risk-taking.
• Collaboration ● Promoting teamwork and cross-functional partnerships.
• Learning Orientation ● Valuing continuous improvement and skill development.
• Transparency ● Communicating openly and honestly about automation plans.
• Ethical Responsibility ● Prioritizing ethical considerations in automation implementation.

List 2 ● Stages of Cultural Transformation for Automation

1. Assessment ● Conducting cultural diagnostics to identify strengths and weaknesses.
2. Visioning ● Articulating a clear vision for automation and its cultural implications.
3. Communication ● Developing comprehensive communication strategies for cultural buy-in.
4. Training ● Providing targeted training to enhance automation skills and cultural adaptability.
5. Implementation ● Integrating cultural change initiatives with automation deployment.
6. Monitoring ● Tracking cultural metrics and adjusting strategies as needed.
7. Sustaining ● Embedding cultural agility and continuous improvement for long-term success.

References

• Schein, Edgar H. Organizational Culture and Leadership. 5th ed., John Wiley & Sons, 2017.
• Hofstede, Geert. Culture’s Consequences ● Comparing Values, Behaviors, Institutions and Organizations Across Nations. 2nd ed., Sage Publications, 2001.
• Edmondson, Amy C. The Fearless Organization ● Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth. John Wiley & Sons, 2018.
• Lewin, Kurt. “Group Decision and Social Change.” Readings in Social Psychology, edited by Theodore M. Newcomb and Eugene L. Hartley, Henry Holt and Co., 1947, pp. 330-44.