Running Head: USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

Using Psychological Theorists to Solve

A Client Development Need
Meghan K. Freeman
Avila University

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

Abstract
The purpose of this paper is to examine an organizational challenge and opportunity using the
works of psychological theorists. The organizational opportunity is for office managers of an
engineering company to begin developing relationships with clients in order to create more client
work. The theorists reviewed are C.G. Jung and Aaron Beck. The paper describes the specifics of
each theorist beliefs that would support the desired organizational change and some general
comments about the parts of each theorist views that would not be applicable. The main source
of information for the review was a book describing several founding fathers of behavioral
theory, as well as other books on the two specific theorists described in the paper.
Keywords: managers, archetypes, behavior, points of influence

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

Using Psychological Theorists to Solve a Client Development Need

Terracon is an engineering consulting company focused on growth. One strategy to
succeed at achieving this growth is for the individuals in the role of Office Managers to
concentrate more of their time and energy on client development. This is a change in thinking
and in the image the managers have of themselves. Many managers have advanced degrees in
engineering. For most of their careers they have been focused on providing factual information
in a logical formal report. In the past couple of years efforts have been made to move to an
engineering consultant role where the managers focus more on meeting and exceeding the needs
of the clients as opposed to simply producing a standard report. The success on this effort has
been primarily with the managers who have an early adopter attitude and a more extroverted
personality.

The research I have been doing on psychological theorists can be helpful in determining
possible methods for this change in thinking and image. Two theorists come to mind C.G. Jung
and Aaron Beck. Jung (1875-1961) was a part of the Psychodynamic school and he originated
the beliefs of analytical therapy. Beck (1921 to present) was a part of the Cognitive behavioral
school and originated cognitive therapy (Nelson-Jones, 2011, p. 3). Both theorists have beliefs
that apply to changing organizational behavior.

According to Segal (1997), C. G. Youngs work centered around individuals significant

untapped sources of creativity and energy, which is greatly needed in todays organizations (p.
61). His description of archetypes and the exchange of energy between the conscious and
unconscious give an understanding of individual and organizational behavior. Archetypes are the

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

link to inner motivation. Segal states (1997), They are the inner patterns that are known by
images, myths and metaphors they evoke (p. 63). They can also be a means for expanding
capabilities. According to Hopcke (1999), To separate Jungs conception of archetype from his
theory of the collective unconscious is impossible (p. 13). Practitioners can use it to find out
why individuals commit to a collectivity larger than themselves.

Jung also believed that individuals were likely to reenact universal patterns of their
emotional experience. How they behaved externally was a result of this inner pattern. Behavior is
not always the same; it depends on the surrounding culture and situations. The key to the growth
of the individual was increasing his/her awareness and understanding of these unconscious
patterns.

Applying Jungs archetypes to the Terracon managers could help uncover how to get their
commitment to this collective need of the business. The developing archetype with its nurturing
nature encourages the use of all of an individuals abilities and helps to show a vision of what the
organization can become when all parts are operating at full potential. By changing the
surrounding culture there is hope to have an impact on the inner patterns of the individuals. Also
Jung practitioners help individuals to examine their stories and roles (Segal, 1997, p. 63). This
would aid in shifting the role to a more client development focus.

Jungs second point of influence dealt with his development of eight psychological types.
They focused on functions; the way an individual gathers information and makes decisions and
attitudes, which govern the direction the energy flows (Segal, 1997, p. 96). According to Jung,

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

energy flows inward for introverts and outward for extroverts. Although Jung believes an
individual has a dominant function, the inferior function is still influential.

Reviewing the Myers-Briggs Type Indicator data, an explanation of the conscious aspects
of individual difference developed by Katherine Briggs and her daughter Isabel Myers, shows
that many of the Terracon Office Managers in addition to being engineers have the Introverted,
Sensing, Thinking personality type. It is possible that by tapping in to the inferior function, or
shadow archetype, as Jung might label it, changes can be made in the behavior of the managers.

C.G. Jungs work on Eastern thought and Western psychology leading to higher levels of
consciousness, as well linking the conscious and unconscious through transcendent function,
although it might have some relevance, would be unlikely to be accepted by an population of
engineers.

Aaron Becks work around the ability to influencing feelings and behavior can be
successful by influencing thinking is also a good beginning for dealing with this organizational
need (Segal, 1997, p. 143). Especially relevant is his work around automatic thought. According
to Albin and Bailey (2014), automatic thoughts are a reflection of how you see yourself, other
people and the world around you (p. 29). Considering the managers automatic thoughts can
help to determine how to shape those thoughts towards desired outcomes.

As mentioned in Segal (1997), Beck developed three questions he asked in his work dealing
with his patients with anxiety issues. Applying those questions to the idea of client development

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

at Terracon, I see the what is the evidence question could lead to questions for the managers
such as:

What does client development mean to you?

What image of client development comes to your mind?

Who do you know that is successful at client development?

The whats another way of looking at it question could result in the following questions for
managers:

What are some ways Terracon can reach its growth initiatives?

When you have considered multiple options for meeting a clients needs, what have you
discovered?

The so what if it happens question could lead to asking managers:

How bad would it be to have a part of your role be client development?

What might help you be successful with this new responsibility?

Beck also used mental images as a point of influence to alter thoughts and ultimately
behavior (Segal, 1997, p. 164). Some of the techniques he used that would be applicable for
managers taking on this new role include:

Exaggeration imagine you are fired because you refuse to make any effort at client
development.

Substituting imagery imagine a successful client development interaction.

Time projection imagine it is a year from now and your office has grown based on your
successful client development efforts.

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

Becks work on automatic thoughts led him to a deeper understanding of depression and
of working with depressed patients and suicide attempters. His work in this area was deeper than
what would be applicable in most organizational settings, even if the root cause of such behavior
was automatic thoughts which do effective organizational behavior. This would be some of his
work I would not see applying to the image shift described in the opening paragraph.

Transitioning our traditionally engineering minded managers into client development

minded individuals will not be quick or easy. However, with the help of some of the techniques
identified by C.G. Jung and Aaron Beck, I believe it is possible.

USING PSYCHOLOGICAL THEORISTS TO SOLVE A CLIENT

References
Nelson-Jones, R. (2011) Theory and Practice of Counseling and Therapy (5th
edn). London: Sage.
Segal, M. (1997) Points of Influence: A Guide to Using Personality Theory at Work.
United States: Jossey-Bass, Inc.
Stevens, A. (2001) Jung: A Very Short Introduction. Oxford: University Press.
Hopcke, R. H. (1999) A Guided Tour of The Collected Works of C.G. Jung. United States:
Shambhala Publications.
Albin, J. and Bailey, E. (2014) Cognitive Behavioral Therapy. United States: Penguin
Group.