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Share Measure attitudes rather than compliance, and give agency to those who think differently. These are key management ideas, that lead to better corporate actions, of Welsh consultant Dave Snowden. Snowden is the founder and chief scientific officer of Cognitive Edge, a Singapore-based firm specializing in complexity and sensemaking. Snowden and Cognitive Edge developed a technique to measure attitudes. “Early detection of overall attitudinal beliefs which would lead to problems downstream.” The method can be applied to improve interventions or reduce their cost, in anything from cybersecurity, and customer engagement, to safety and organizational behavior. “Attitudes are lead indicators. Compliance is a lag indicator,” he states. The cybersecurity threat serves as a good example of what he means. “We measure employee attitudes to security. When you intervene, if you intervene to change an attitude, it is not a trauma. Whereas if you get a compliance bre ....