From Bias to Karaoke: Ten Lessons from Ten Years of Tulodo

Since founding Tulodo in Indonesia ten years ago, I’ve learned many things, sometimes the easy way, more often the hard way, and regularly the wrong way.

We set out to build an agency that could contribute to applying social and behavior change in Indonesia. Over time, we evolved into a broader project management and consulting agency, working across 26 provinces in Indonesia, as well as in Timor-Leste, India, the Solomon Islands, and beyond.

We’ve partnered with governments, international agencies, the private sector, and civil society on almost everything; health, agriculture, climate change, social inclusion, youth, education, child development, carbon credits, healthy lifestyles, clean cookstoves, and small business. More recently, we started a waste management business and published children’s books.

Some of what I’ve learned comes from managing teams, fundraising, and research. Others stem from an enduring interest in human behavior. This isn’t a guide to success, more a record of what I’ve experienced.

1. Give people work.
   Whether it’s full-time staff, research contractors, partner organizations, specialist vendors, or tradespeople, paying people to do useful work is the best contribution you can make.
2. Most people don’t realize how their decisions affect others.
   They’re not mean, evil, or stupid. Occasionally ignorant or protective, yes, but rarely malicious.
3. You don’t know real stress or commitment until you put your own money on the line.
   Backing an idea, a project, or a person with your savings (or debt) changes how you see risk and responsibility.
4. Ask for help.
   Someone, somewhere, has already done what you’re trying to do and probably done it better.
5. Spend time with people who have more experience than you.
   Even if their field seems unrelated, their stories will sharpen your judgment and widen your perspective.
6. Use norms and bias, don’t fight them.
   The world is full of information, and life demands quick decisions. Bias is the brain’s shortcut to choosing; social norms help communities do the same. Tulodo focused on the social power of healthy lifestyle choices to motivate young people to change their behaviors.
7. Behavior change requires value, norms, and context.
   Focusing on one technology, or one message rarely works. People change when what you offer fits their world.
8. Success is a satisfied client or donor.
   Your survival depends on their decisions. Be clear about expectations, communicate progress and challenges. Give constructive feedback, but it’s their money. Make them the champions. 
9. Invest in your people.
   Pay people well. Work through professional development plans. Meet direct reports every week and other staff regularly. Have them lead the meeting.   
10. Humor helps deliver any message.
    Karaoke helps teams bond, and dance helps break the ice in new groups.

And one more: be good to people below you on the food chain.
There is always someone higher, and always someone lower. And people move around.

Thank you to everyone who’s been part of Tulodo’s first ten years, our staff past and present, our contractors, consultants, vendors and partners, our clients and donors.

Thank you to the communities where we live and work. To the hotel workers, car drivers, drink makers, and all the food sellers at the PKL Food Court. To the lawyers, accountants, and bankers who helped us stay afloat.

And to our families and friends, thank you for your patience and support over the years. You make it all worthwhile.

Here’s to more learning, more laughter, and hopefully more karaoke and dance.