I stumbled across an article this morning about an American city called Carmel who are leading the way in the introduction of roundabouts to its intersections. Not immediately the most fascinating subject but the monkey in me couldn’t help but mark American Independence Day with a story about the US adoption of a very British idea.
http://www.bbc.co.uk/news/magazine-13863498
The roundabout was invented in 1960s Britain and the idea seems to be taking it’s time transferring across the pond. Dan Neil, motoring correspondent at the Wall Street Journal, believes that this is down to a difference in the American psyche that as a country they do not have the same attitude to queuing as us Brits, prizing independence over regimentation.
The idea of roundabouts also causes issues because Americans “like right angles, yes and no answers, Manichean explanations. Roundabouts require more subtlety than [they] are used to.”
If this is the case, then Mayor Jim Brainard, who has been leading Carmel’s change to roundabouts, has done a fantastic of overcoming the initial scepticism of the city’s residents to the point that many of proud of their new way of driving.
One of the key areas of success has been achieved by doing their research to identify key benefits:
- Reduction of maintenance costs to the scale of £150,000 per year
- Drivers will save a combined total of thousands of gallons of fuel reducing the cost and environmental impact of fuel consumption
- 40% reduction in accidents (90% reduction in fatal ones)
- The decoration of roundabouts with plants and ornaments improves the look of the city
More importantly, they have communicated through newsletters and video campaigns to get their message across and translate the benefits to everybody in the city, focussing on areas like safety in order to address the concerns of their critics.
This communication has been paired with a campaign that educates drivers on how to use the new roundabouts and signposts that clearly demonstrate the flow of traffic. This approach has meant that they have already seen a reduction in the number of accidents on the new roundabouts.
In this case, they have shown that a combination of clearly defined benefits and good understanding of your audience can help you to create an implementation plan that addresses their concerns and helps them to understand the change.
How are you going to change the culture of your organisation to deliver the benefits you want?













