How a Simple Essay Contest Influenced a Company-Wide Culture Shift

In September 1996, John Petrucci joined State Auto Insurance as an Agency Development Specialist. That’s when our focus on sales really started to come to the forefront. I had the good fortune of learning more about sales in that first year with John than I had in my previous ten in the industry!

John resurrected an old company slogan: “Everybody Sells State Auto.” We shortened it to ESSA, and the message was simple—no matter your role, you had a hand in selling.

Even the mailroom? Absolutely. When mailroom employees did their jobs efficiently, agents and policyholders received timely communication. That’s part of great service and great service keeps customers coming back.

Of course, in any large organization, some people embrace the message while others tune it out. So, we got creative—and tapped into a little psychology.

I had been writing a monthly intranet publication called ESSA to highlight how different teams and individuals were contributing to our sales growth. Then we added a twist: an ESSA(Y) Contest.

We invited employees to write short essays about how they were helping to “sell” State Auto. Everyone who submitted an entry received a sleek pen with the ESSA logo. At year-end, we randomly selected two winners to have dinner with our CEO.

Over 180 people participated—nearly 10% of the company. And something fascinating happened.

People didn’t just write essays. They started thinking differently about their roles. They took more pride in their contributions. They looked for ways to add value.

What Made It Work?

Behind this idea were several principles from Dr. Robert Cialdini’s research on ethical influence:

1. Consistency

Retailers have long known that asking customers to write why they prefer a product increases brand loyalty. When people reflect and articulate their reasons, they naturally become more committed. Why? Because we want to act in alignment with what we say and believe.

By encouraging employees to write how they were helping the company succeed, we invited them to see themselves as part of the sales process—and once they did, they were more likely to continue that behavior.

2. Social Proof

As submissions rolled in and were shared across the company in the monthly publication, employees saw how their peers were contributing. That visibility created a ripple effect. The more people saw others like them stepping up, the more likely they were to follow suit.

3. Authority

When respected employees—those with strong reputations—shared their stories, their actions carried extra weight. People naturally look to trusted experts for cues on how to behave and succeed. That’s the power of perceived authority.

4. Reward (Not Reciprocity)

Some might assume the contest used reciprocity—but it didn’t. Reciprocity is about being the first to give. In our case, we offered rewards after participation—a well-crafted pen and the chance for dinner with the CEO. Those were incentives, not reciprocation. And they worked.

Why This Still Matters Today

This small initiative had a big impact—and not just because of clever branding or nice giveaways. It worked because it tapped into core motivators of human behavior.

People want to feel that their work matters. They want to be seen, heard, and part of something bigger. Influence, when applied ethically, helps reveal that meaning and motivates action.

So, here’s my encouragement: Don’t wait for a massive campaign or top-down directive. Look for creative, principled ways to engage your team. Influence isn’t just about changing minds—it’s about shaping cultures.

Your Turn

Have you seen something like this work in your organization? Maybe you’ve launched a campaign, started a recognition program, or used storytelling to shift behavior. Share your experience in the comments—I’d love to learn from you, and so would others.

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 750,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!