Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future by Jonah Sachs

Author:Jonah Sachs [Sachs, Jonah]
Language: eng
Format: mobi
ISBN: 9781422143568
Publisher: Harvard Business Review Press
Published: 2012-06-19T04:00:00+00:00

At the bottom of this pyramid, we find the basic needs. They begin with the needs of our bodies. Deny these and you die. At the top end of this “lower” group are the needs of esteem. Maslow also referred to the needs in these four lower levels as deficiency needs because if they are not met, the individual will feel anxiety and inadequacy. This is where inadequacy marketers love to dwell.

When our deficiency needs are mostly met, we gain a platform off of which we can strive for psychological maturity. At this higher level, we find what Maslow labeled the growth needs. It is here that individuals question simplistic prejudices and turn to the larger concerns of society. Here the selfish consumer becomes the mature citizen. Maslow also called these needs being needs to highlight that the object of these needs is not something to possess; rather, the individual moves toward the embodiment of these ideals. In this way, they are quite different from the deficiency needs, which might be delivered to and possessed by an individual.

It is on this pyramid that we may find a far more varied and exciting palette of universal values on which to base our marketing myths. And it is here, knowing that people strive to find a path to fulfilling higher level needs, that we find an explanation for the resonance of the empowerment marketing successes we’ve seen so far.

Maslow boiled the growth needs down to a collection of single words. With an eye toward making them useful for understanding and building empowerment marketing campaigns, let’s elaborate on those we will find most useful. Beyond sex, status, and convenience, people are also driven by a need for:

WHOLENESS: The need to feel sufficient as an individual and connected to others as part of something larger, to move beyond self-interest

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