A Little Bit 0' Soul - using music in training - Brief Article

Training & Development, July, 2000 by Donna M. Long, Al Lucia

No matter how hard we try, it seems that we often repackage and deliver the same information to participants. Here's a thought: Perhaps the information that continually gets repackaged is great and what's needed is different delivery.

That's where the "know focus" mentality comes in. Many of the skills that participants need are based on information they already know. Therefore, our job is to help them remember it and to inspire them to use it regularly.

The "know focus" mentality is the first part of our responsibility. It means that we should ask participants to focus on what they already know. Have them review what they've learned over the past two to five years. Instead of a new program of the year, we should ask, "How are we doing with the old stuff?"

You'll second that emotion

As you may have guessed from the title of this article, we believe that music can enhance the "know focus" mentality. It's a powerful way to help people remember and can inspire them to use what they al-ready know. Research by such organizations as the American Medical Association and Harvard University shows that music can provide an anchor and an emotional connection to improve retention.

Have you ever asked a group of adults to recite the alphabet? They don't recite it; they sing it. The Houston Chronicle reported on a study that shows memory improves when information is attached to an anchor or to something that people already know. That's why adults instinctively sing rather than recite the alphabet. In their memory banks, the tune is attached firmly to the alphabet.

A study done by the University of California shows that memory retention is also better when there's an emotional connection. For instance, most baby boomers can recall exactly where they were and what they were doing on November 22, 1963, because of their emotional connection to John F. Kennedy's assassination.

We know that music elicits strong emotions -- usually positive. That's why advertisers use so much music in their commercials: It serves as a memory anchor and as an emotional connection that can inspire. There are hundreds of examples, such as Toyota's campaign using "Everyday People" (originally by Sly & the Family Stone) and the California raisins dancing to Marvin Gaye's "I Heard It Through the Grapevine." In training, it is called "harmogenizing."

Harmogenizing is the process of connecting lessons and music -- derived from the words harmonize, meaning "to bring harmony to," and homogenize, "to process by breaking down and blending." It's a personal thing: You connect lessons that are important to you to songs that have meaning for you. Though personal, harmogenizing can also be used for large groups.

Memories light the corners of my mind

Try attaching learning concepts to classic rock 'n' roll songs as memory anchors and for inspiration for baby boomer participants. Play the songs at employee meetings, or encourage employees to play the songs to and from work. Some organizations are providing music CDs to employees as reinforcement. For example:

* The Osceola County Tourist Development Council in Florida, and the local chamber of commerce purchased 270 training videos (in English and Spanish) featuring Aretha Franklin's "Respect." The customer service program, aimed at resorts, has five learning segments. Each segment is supported by a classic rock 'n' roll song, and all of the songs are featured on a music CD provided to 2,500 employees.

* For Daytona International Speedway's part-time employees, we used the Beach Boys' "Good Vibrations" to introduce customer service fundamentals represented by the acronym:

V -- VIPs (all fans)

I -- Immediate service

B -- Body language

E -- Eye contact

S -- Smile.

* At the Silver Diner, we use classic rock 'n' roll to help employees remember and be inspired to implement their company credo. Each song title lends itself to an acronym that serves as a memory device for the principles of each part of the credo.

Prompt, friendly service: "I Got You" ("I Feel Good") by James Brown:

G -- Greeting (smile, eye contact, welcome)

O -- One to two minutes

O -- On-time delivery

D -- Delightful close.

Food delivered 100 percent right: "ABC" by the Jackson 5:

A -- As ordered

B -- By the Silver Diner standard

C -- Cold food cold/hot food hot.

Sparkling clean restaurant: "Here Comes the Sun" by the Beatles:

S -- Sparkling clean, sanitary restrooms

U -- Utensils, plates, and tables clean

N -- Neat, pressed uniforms.

* At Caterpillar, we used "Rock & Roll Is Here to Stay" by Danny & the Juniors to help the HR team remember its focus on return-on-culture. When trying to create a healthy, positive culture, it's important to remember that things will sometimes get "rocky" and that we must "roll" with the punches.

So, why aren't we using music more in training?

One barrier to harmogenizing are the sometimes daunting legal requirements regarding the use of copyrighted material. But ASCAP and BMI offer affordable licensing agreements for trainers and speakers. (For more information on those licensing agreements, visit our Website at jukebox learning.com.)