Freud has lost some of his influence in the psychiatrist’s office. Psychoanalysis, the technique of probing long and deep into the mind of a patient is not used as much as in the 20th century. It used to be the system of interpretation and therapeutic treatment of psychological disorders. These days new techniques like Cognitive therapy have replaced the old one. Patients now hear they have to stop complaining and start running, or do other physical activities. They are told to leave the past behind and to get going with their lives. No more endless sessions of soul searching on the couch.

Today I learned from reading an article in a psychology magazine why the patient was put on the couch instead of seated in front of the psychiatrist at his desk. This may be the good part of an old technique we could recycle for use in the young industry of meetings and conferences…

Freud had seen that with face to face (and eye contact), patients had trouble speaking the truth, admitting some things or expressing their fears. Eye contact was intimidating and he soon discovered his patients would speak more frankly when this face to face was avoided. Freud started to walk with patients so their noses would be in the same direction and patients now would much easier reveal the unpleasant details, problems or mistakes from their past. For practical reasons like the weather, the walking was replaced by the couch so the patient would face up and Freud would sit sideways, next to the patient, still avoiding eye contact.
From the Meeting Architect’s perspective, the initial technique of walking remains a potential tool for designing meetings. If a client has two groups with a difficult or delicate conflict, walking in pairs may be the perfect tool. The ‘Freudian walk’ could be just the thing for two groups that need a discussion that may otherwise lead to a fight. If a topic is tense and two groups, for example buyers and suppliers, blame each other, discussion in large groups may be difficult or even bad for moral. Creating small groups helps, but when facing each other, one may not be totally open and truthful to the other. This is when you can send people in pairs for a ‘Freudian walk’. Depending on the weather and the size of the conference centre or hotel you could also do this inside. At certain junctions, you put a sign to direct the walkers and on the sign, you add a topic or a question to feed the conversations. After a 20 minute walk, they arrive at the coffee break area for more conversation and gathering for a plenary feedback session…
I will certainly propose the ‘Freudian walk’ to a future client with a case that fits and test it out. It sounds cool, but how good will it work? Anyone with experience is welcome share it.

Maarten Vanneste, June 21st 2009.