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Selling Accessibility

Selling Accessibility. Karl Groves, Director of Training, Deque Systems karl.groves@deque.com Twitter: @ karlgroves. About Me. Karl Groves, Director of Training, Deque Systems First websites, 1998 ZCE PHP Developer PHP, JSP, Java, Flash/Flex 8 years, Usability & Accessibility.

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Selling Accessibility

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  1. Selling Accessibility Karl Groves, Director of Training, Deque Systems karl.groves@deque.com Twitter: @karlgroves

  2. About Me • Karl Groves, Director of Training, Deque Systems • First websites, 1998 • ZCE PHP Developer • PHP, JSP, Java, Flash/Flex • 8 years, Usability & Accessibility Also, a rock star

  3. Background • Fundamentally, the prime reason why ICT is not accessible is that it has not been institutionalized among those who design, develop, and buy ICT products and services. • Accessibility advocates need to have new strategies for getting buy-in so that accessibility can become institutionalized

  4. Robert Cialdini “Influence: The Science of Persuasion” Researched the psychology of compliance. Found 6 types of tactics used in compliance gaining

  5. Robert Cialdini • Reciprocity - People tend to return a favor. • Commitment and Consistency - Once people commit to what they think is right, orally or in writing, they are more likely to honor that commitment • Social Proof - People will do things that they see other people are doing • Authority - People will tend to obey authority figures • Liking - People are easily persuaded by other people whom they like • Scarcity - Perceived scarcity will generate demand

  6. Guy Kawasaki “Enchantment: The Art of Changing Hearts, Minds, and Actions” A practical application of Robert Cialdini’s persuasion research. Converting cynics into believers.

  7. Guy Kawasaki • Be likeable • Be trustworthy  • Have a great cause  Also a lot of really obvious stuff about dressing right, firm handshakes, being nice, etc. Still good if you don’t want the heavy psychology orientation of “Influence”

  8. G. Richard Shell and Mario Moussa “The Art of Woo” Names 4 steps in convincing others One step includes the need to address potential barriers to reception

  9. G. Richard Shell and Mario Moussa • Survey your situation – Analyze your situation, goals, and challenges • Confront the five barriers - relationships, credibility, communication mismatches, belief systems, and interest and needs. • Make your pitch - People need a solid reason to justify a decision, yet at the same time many decisions are made on the basis of intuition. This step also deals with presentation skills. • Secure your commitments - In order to safeguard the longtime success of a persuasive decision, it is vital to deal with politics at both the individual and organizational level.

  10. Chris M. Law “Responding to accessibility issues in business” Found common characteristics among orgs which are successful at implementing accessibility Also found common issues among those which are unsuccessful

  11. Chris M. Law • Adopting the social model of disability • Establishing executive-level backing • Establishing accessibility as a priority on the agenda • Taking a planned, proactive approach • Making accessibility a shared task • Providing enabling resources • Providing sources of accessibility expertise.

  12. Interviews • Matt Feldman • OpenFocusIT, IRS, DHS • Robert Pearson • Accessible Media • Jim Tobias • Inclusive Technologies • Jay Mullen • College Board • Denis Boudreau • AccessibilitéWeb • Cher Travis Ellis • CSU Fresno • Neil Milliken • BBC • John Foliot • Stanford U. • Monica Ackerman • AVTA/ Scotia Bank • Barry Johnson • Deque Sys. Staffed at Dept. of Ed • Elle Waters • Humana • Glenda Sims • Deque Sys., Formerly UT Austin • Rob Yonaitis • Founder, HiSoftware

  13. Positive Factors Internal Factors External Factors Executive Sponsorship Working in litigious industry Existing policy, regulation, or law Vocal end users Successes of peers • Personality • Effective Communication • Pragmatism • Training • Collaboration & Integration

  14. Negative Factors • Existing misconceptions • Hostility & FUD • Looking like a hurdle • Overstated importance • Overstating business value • Chasing perfection

  15. Let’s address our roadblocks first Negative Factors

  16. Negative Factors Existing misconceptions • People generally misunderstand the 5-Ws of accessibility • This must be addressed before you can make progress • This needs to happen across the entire org.

  17. Negative Factors Hostility & FUD • Hostility and arguments are the last resorts of those with nothing to say • Avoid hostility and arguments; avoid those prone to hostility & argumentativeness Any fool can criticize, condemn, and complain - and most fools do. - Dale Carnegie

  18. Negative Factors Looking like a hurdle • Accessibility is viewed as nebulous, expensive, and difficult • People have a strong preference for things that are easy, quick, and cheap

  19. Negative Factors Overstating Importance • Equivocating accessibility with security • Overstating risk

  20. Negative Factors Overstating Business Value • Overblown claims of ROI • i.e. Legal & General • Extrapolating global PWD buying power into potential ROI for the business from PWD Honesty is the first chapter in the book of wisdom. - Thomas Jefferson

  21. Negative Factors Chasing Perfection • Perfection is the enemy of the good • Getting lost in minutia may create roadblocks in cooperation

  22. What may exist outside our control Positive Factors - External

  23. Positive Factors - External Executive Sponsorship • This is your prime goal • No effort is expended, no money is spent without an executive calling for it to happen

  24. Positive Factors - External Working in litigious industry • Finance & Insurance • Healthcare • E-Retail • Public Sector • Education

  25. Positive Factors - External Existing policy, regulation, or law • Rehabilitation Act • ADA • IDEA • Equality Act/ DDA • CLF • State/ Province law or policy

  26. Positive Factors - External Vocal end users • Public users/ users outside your dept. can help make what you say more “concrete”

  27. Positive Factors - External Successes of peers • Successful peers or competitors can be used as examples to demonstrate value, effectiveness

  28. What’s inside ourselves that we can control Positive Factors - Internal

  29. Positive Factors - Internal Personality • “Be a mensch”: John Foliot/ Guy Kawasaki

  30. Positive Factors - Internal Effective Communication • Speak to people on terms that reflects their perspective. • Altruism has less impact than real, clear discussion of things that are concrete for audience.

  31. Positive Factors - Internal Pragmatism • Understand that the “ideal” is different than reality • We must understand the org. has concerns other than accessibility

  32. Positive Factors - Internal Training • Fundamentally, why people “get it wrong” is that they don’t know what’s right

  33. Positive Factors - Internal Collaboration & Integration • Seek efforts – always – to cooperate, collaborate, and integrate

  34. Putting it together

  35. Putting It Together Do This Stuff Do Not Do This Stuff Making enemies Forcefeeding • Goal #1: Executive Sponsorship. • Goal #2: Get commitment in the form of policy • Goal #3: Get a11y included in process as shared responsibility • Goal #4: Get people trained • Goal #5: Track successes & iterate

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