If you read my column last month, I told of serving as jury foreman in a criminal case. Our first vote was an even split, but over two days of debate, people began changing their vote. But why? It was clear that some jurors were swayed by the evidence presented by the group, and truly changed their position, but other appeared to be changing their vote to gain favor from others. And others seemed to get caught up in the identity of being a juror; a this is what juries do mentality. No matter the reason, we all seemed to lose our individual identities in the face of the group dynamic. This is where one of the most important forms of influence appears. It is certainly one that all leaders must know how to manage—conformity.