Beyond 'Help': Framing Team Contributions for Better Results

I recently read an interesting article on Upworthy about how framing requests to kids using identity – asking them to "be a helper" instead of just "help" – dramatically increased compliance. The article highlighted research from Jonah Berger on the power of identity in persuasion.

It got me thinking about teams, and how crucial it is that each member understands the importance of their role. It's easy to get caught up in assigning tasks and tracking progress, but neglecting the "why" can be detrimental. Do team members truly understand how their individual contributions matter?

Focusing on individual identity is key. When people connect with their work on a deeper level – when they see it as an expression of who they are and the unique skills they bring to the table – they're more engaged. Role clarity ensures each team member understands their responsibilities, tasks, and contributions to overall objectives. It also reduces confusion, aligns expectations, and fosters accountability.

This naturally extends to team identity. Studies have shown that when individuals jointly identify with their teams, it positively impacts the effectiveness of those work units. This is because a clear understanding of individual roles within the team helps unite individuals around team goals, promoting a greater willingness to share knowledge and help colleagues. When everyone understands their specific importance, the team as a whole benefits.

Are you explicitly defining roles and connecting them to a shared team identity, ensuring that each member understands the importance of their contribution to the overall goals? It might be the missing piece to unlocking higher performance.

Sources:

"Team effectiveness: the predictive role of team identity" (2018, Emerald Insight): https://www.emerald.com/rausp/article/54/2/141/454596/Team-effectiveness-the-predictive-role-of-team

"Role Clarity: A Cornerstone of Team Success" (2025, eLeaP): https://performance.eleapsoftware.com/role-clarity-a-cornerstone-of-team-success/