Making It Happen: Turning Good Ideas Into Great Results by Peter Sheahan

Author:Peter Sheahan [Sheahan, Peter]
Language: eng
Format: mobi
ISBN: 9781935618843
Publisher: BenBella Books
Published: 2011-04-05T04:00:00+00:00

EASY TO WANT

Humans have basic drives. Both Positioning and Influence attempt to tap in to these deep human drives. What we need to know is can we define these drives, and can they help us package our offer and direct our behavior in a way that speaks to them and gets the buyer excited enough to buy? The answers are yes and yes!

For decades, psychologists and sociologists, and more recently neurologists, have tried to put their fingers on the drivers of human behavior. For fear of putting you to sleep, I will not track the history of thinking in this area but rather start with one of the most modern and, I believe, applicable interpretations of the collective research in this area.

Dr. P. R. Lawrence and his colleagues have done some fascinating work in the field of human behavior. They have published various books on the subject, including Driven: How Human Nature Shapes Our Choices. In June 2008, a very popular article appeared in the Harvard Business Review with compelling empirical evidence to support their theory. What they suggest is that there are four omnipresent human drives, which have been deeply ingrained in us through evolution.

Rather than constantly referring back to Lawrence and his colleagues, let me be very clear here that the theoretical underpinnings of what I am about to share come from their work. I suggest you visit www.prlawrence.com for more information on their research.

Let me give you a quick overview of the four drives and then unpack each of them in some detail, with attention placed on how you can tap in to them when trying to influence a buyer.

• Drive to acquire: We seek to acquire scarce goods, services and experiences that bolster our sense of well-being and elevate our social status.

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