At a time when DEI has become a centerpiece of corporate culture discussions, understanding how leadership can drive change is more important than ever. Praxis Labs CEO & Co-founder Elise Smith recently had an illuminating conversation with the NFL’s Sr. Director of DEI, Sam Rapoport, on this very topic. Together, they peeled back the layers of what it truly means to foster inclusive environments and high-performing teams in today’s environment.
But why should this matter to you? Especially for busy people leaders and managers, it’s easy to overlook the profound impact that inclusion can have, not just on morale, but on performance and innovation too. Whether you’re leading a small team or at the helm of a large organization, the insights shared between Smith and Rapoport offer an invaluable glimpse into the strategies that can transform your workplace. Here’s a sneak peek into the groundbreaking ideas and actionable advice you missed:
1. DEI Raises the Bar
Over the last year, we’ve seen a ton of misinformation spread about DEI. Perhaps the most egregious is the accusation that DEI lowers standards for talent. The reality is quite the opposite — DEI raises the bar.
Decades of research backs this, with one recent study even showing that employers contacted presumed white applicants 9.5% more often than presumed Black applicants with the same qualifications. Ultimately what these studies reveal is that DEI is not about quota filling or token hiring, it’s actually about leveling the playing field. Moreover, it pulls the rug out from under DEI naysayers who claim that unqualified diverse candidates are “stealing” jobs from more qualified applicants.
The hard truth is that “meritocracy” — the idea that the best talent will naturally rise to the top — is false. In practice, many people get jobs, promotions, and career opportunities through the people they know and the networks they’re a part of. DEI’s biggest goal then is to even the playing field, so that all people have equal opportunities to advance in their careers.
“DEI is a fair shot. And it’s an equal shot. It’s not to ‘get the job’. It’s an equal shot to get the job.” – Sam Rapoport
2. Struggling to effect change? Try the 70:20:10 rule
For new and seasoned pros alike, anyone working in or around the DEI space has faced their fair share of detractors over the years. Those fringe voices are often the loudest, giving a skewed sense of who actually supports inclusion work or not.
While we all have the impulse to rush to DEI’s defense — share the litany of research backing its pivotal role for team and business outcomes, expose the inherent “isms” baked into DEI critiques, and so on — these efforts always feel like we’re running up against a brick wall. Instead, let’s try the 70-20-10 rule.
Popularized by Dr. Adina Sterling, a professor at Stanford University, the 70:20:10 framework can be a powerful tool for approaching DEI initiatives, and even change management more broadly. Here’s how it breaks down:
- 20% of people are engaged and actively working to advance DEI principles. These are your champions.
- 70% are willing to participate but lack the knowledge, confidence, or skillset to do so effectively.
- 10% are resistant or dismissive of DEI efforts.
According to Dr. Sterling, the most effective strategy is to invest energy into moving the 70% towards the 20%. If we move the ground from under the 10%, they will have no choice but to get on board.
Sound harsh? Well, think back to recycling. Decades ago people were very upset about the concept of needing to wash out their plastics, walk an additional 5 feet to use a recycling bin, etc. But today, recycling has become second nature and part of everyday life. That’s because a lot of effort was put into getting buy-in from that 70%.
3. Impact > Intent
Let’s say you are walking down the street with a friend. You’re really getting into the heat of the conversation, you’re gesticulating wildly, and SMACK! You hit someone trying to pass by you.
What happens next? Chances are you wouldn’t say “it wasn’t my intent to hit you” and then scurry off. Instead, you might say “Oh no, I’m so sorry. Are you hurt? Do you need ice? Is there anything I can do to help?”
Believe it or not, we should be handling microaggressions in exactly the same way. Yet, in practice when we get called out for microaggressions — misgendering someone, asking someone “Where are you really from?”, assuming a woman is less knowledgeable about technology, etc. — our reaction is to get defensive and insist that we are ‘good’ people who never would have dreamed of harming someone else.
But here’s the rub — those actions did harm someone else. And that impact matters more than you not meaning to cause harm. What does Sam recommend we do instead? Apologize right away, don’t center yourself, and keep on pushing.
“You would see the best rise to the top and we’d stop losing such amazing talent if we could all come together and say stop worrying about what the intent was because the intent is kind of irrelevant.”
4. Language matters
Knowing the right thing to say at all times can be challenging, and in many cases even impossible. Especially in our global world, language advances so rapidly that it can be difficult to keep up. There are words that years ago might have been OK but now they’re offensive and deeply harmful.
For example, for many years people would always use “wives and girlfriends” when referring to a male colleague’s significant other. Now we know that there’s an implicit assumption that the person we are referring to is heterosexual. For those who might not be, language like that can feel alienating and cause someone to believe that they need to hide their identity if they are not heterosexual. Nowadays it’s much more common to hear gender neutral and inclusive phrases like “spouses and partners”.
As leaders, it’s incumbent to stay abreast of these changes. Take a page from Sam’s playbook. At the NFL, Sam’s team distributes a language “dos and don’ts” cheatsheat for coaches and team managers to help them speak and lead more inclusively. It really is that simple!
“Language shapes emotion and your emotion dictates culture.” – Sam Rapoport
5. DEI is like exercise
Yes you read that right. Like exercise, DEI is a continuous journey that requires learning, dedication, and above all — practice. Let’s break this down.
Say you can currently bench press 50 lbs and you want to get up to 200 lbs. Chances are you wouldn’t go ahead and stack those weights up to 200 and give it your best shot. You’d probably injure yourself. Instead, you would head to the gym regularly and incrementally go up a notch until you can comfortably and confidently bench all 200 lbs.
DEI is the same. You don’t just wake up one day, decide to be inclusive, and suddenly know everything there is to know about being inclusive. Instead you might start with learning, maybe you take a course, read some articles, watch a few movies, talk to a friend who is willing to teach, and so on.
Instead of getting stuck in the mindset of “am I inclusive or not?” think about creating a holistic journey for yourself where you gradually learn what it means to be inclusive, and give yourself opportunities to practice those behaviors. Eventually, and probably without you even realizing, these inclusive “muscles” will get stronger and stronger until they become part of your daily life and interactions.
“Don’t get scared by how hard, how gargantuan DEI is. Just stay the course and keep going up the ladder, one rung at a time.” – Sam Rapoport
Transform your leadership with inclusion
From debunking common DEI myths to embracing the journey of inclusivity as an ongoing practice, the insights Sam and Elise shared not only challenge us to reflect but also to act. Understanding and applying these takeaways is not the destination; it’s merely the beginning of a critical and evolving journey towards creating environments where everyone thrives.
In our journey towards understanding and implementing effective inclusive leadership initiatives, every step taken is a step towards not just better leadership, but a better workplace. Let’s embark on this journey together, one insight, one action, and one conversation at a time.
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