#14 The Law of Buy-In

From the book “The 21 Laws of Leadership” by John C. Maxwell

#14 The Law of Buy In - People Buy Into The Leader, Then the Vision

The story of Mohandas. K. Gandhi, who is commonly referred to as Mahatma (which means “great soul”), is an example of the Law of Buy In.  Gandhi received his law degree in London and then went on to practice law in South Africa where he developed as a leader, fighting for the rights of Indians and other minorities oppressed by the apartheid government.  

When Gandhi returned to India twenty years later, he was well known and highly respected by his countrymen.  A mere six years after returning to India, he led protests and strikes around the country which ultimately got him elected President of the All India Home Rule League.

Prior to Gandhi, violence was used by the masses to express their frustration towards the government.  However, Gandhi began to push for change based on nonviolent civil disobedience.  He once said, “Nonviolence is the greatest force at the disposal of mankind.  It is mightier than the mightiest weapon of destruction devised by the ingenuity of man“.  Even when the British military massacred over one thousand people at Amritsar in 1919, Gandhi called the people to stand without fighting back.  

Rallying everyone was not easy, however, because people had come to buy-in to him as a leader they also embraced his vision.  Once he gained momentum, the people followed him faithfully.  He would ask them not to fight or to stop fighting and they would stop.  He called upon the people to burn foreign made clothes and only wear home-spun material and they did.  In protest of the Salt Act, he led a 200 mile March to the Sea where all the protesters (including Gandhi) were arrested by government officials.  

The struggle for independence was very slow, however, in 1947, India gained home rule.  Because the people had bought into Gandhi, they accepted his vision.  Once they embraced his vision, they helped him carry it out.  That’s how the Law of Buy-In works.  The leader finds the dream and then the people.  The people find the leader, and then the dream.  

DON’T PUT THE CART FIRST

People don’t at first follow worthy causes.  They follow worthy leaders who promote worthwhile causes.  

YOU ARE THE MESSAGE

Every message that people receive is filtered through the messenger who delivers it.  If the messenger is credible, then you believe the message has value.  Once people have bought into someone, they are willing to give his/her vision a chance.  People want to go along with people they get along with.  

IT’S NOT AN EITHER OR PROPOSITION

The 2 always go together.  The table below shows how people react to a leader’s vision under different circumstances:

LEADER + VISION = RESULT

Don’t Buy In + Don’t Buy In = Get Another Leader

Don’t Buy In + Buy In = Get Another Leader

Buy In + Buy In = Get Behind the Leader

WHEN FOLLOWERS DON’T LIKE THE LEADER OR THE VISION, THEY LOOK FOR ANOTHER LEADER

The goal for any team always stays the same: Everyone wants to WIN.  However, if people do not believe in their leader you need to fire the leader and bring in someone they will buy into.  

WHEN FOLLOWERS LIKE THE LEADER BUT NOT THE VISION, THEY CHANGE THE VISION

Even when people don’t like a leader’s vision, if they’ve already bought into the leader, they will remain as followers.  When followers don’t agree with their leader’s vision, they react in many ways.  Sometimes they work to convince their leader to change the vision.  Other times they find a compromise.  

WHEN FOLLOWERS LIKE THE LEADER AND THE VISION, THEY WILL GET BEHIND BOTH

They will follow their leader no matter how bad things get or the odds stacked against them.  As a leader, having a great vision and a worthy cause is not enough to get people to follow you.  First you have to become a better leader - people need to buy into you.  That is the price you have to pay if you want your vision to have a chance of becoming a reality.  

BUYING TIME FOR PEOPLE TO BUY IN

As a leader if you inherit a vision that has already gained acceptance that needs changed it can be very difficult.  In this instance, it’s critical to get people involved in assessing a new path to allow you time to build your credibility with your people.  Establishing an exploratory committee with check-in’s providing them with both guidance and praise can be an effective strategy.  While giving praise, it’s also important to ask questions and prompt them for more research.  

While this activity is taking place, you need to work hard on building your credibility by forging relationships with the organization‘s leaders.  Share your ideas, hopes, and dreams and ask for their feedback.  Seeking small wins first also allows people’s confidence in you as a leader to grow.  

As a leader you don’t earn points for failing in a noble cause.  You don’t get credit for being right.  Your success is measured by your ability to actually take the people where they need to go.  But you can only do that if the people first buy into you as a leader. That’s the reality of the Law of Buy-In.  

#14 The Law of Buy In - People Buy Into The Leader, Then the Vision

Here is a url to obtain this wonderful read. https://www.amazon.com/21-Irrefutable-Laws-Leadership-Anniversary/dp/0785288376

I hope this book provides you with guidance along your journey.