First, you have to recognize that the old mental model is no longer relevant or effective.
This is a challenge because we are usually unconscious of our mental models. They are the proverbial water to the fish. In addition, we might be afraid to admit that the existing model is growing outdated. We have built our reputations and careers on the mastery of these old models. Letting go can seem like starting over and losing our status, authority, or sense of self.
Second, you need to find or create a new model that can better achieve your goals.
At first, you will probably see this new model through the lens of the old. Many companies are ineffective in their use of social media because they still think of it as a channel for distributing a message. They haven’t made the mental shift from one-to-many to many-to-many. Social is best thought of as a context rather than a channel.
Third, you need to ingrain the new mental habits.
This process is no different from creating a new behavioral habit, like your diet or golf swing. The tendency will be to fall back into the old way of thinking and therefore the old way of doing. It’s useful to create triggers that alert you to which model you are working from. For example, when you are talking about your customers, catch yourself when you call them “consumers” — this corresponds to a transactional mindset. Find a word that reflects a more collaborative relationship. The shift in language helps to reinforce the shift in mindset.