I’m currently reading Made to Stick by Chip and Dan Heath. It is a great book and I highly recommend it! As I was reading this weekend one of the parts that struck me was the discussion on what motivates people to buy into an idea. They discuss Maslow’s list of needs (Maslow’s Hierarchy of Needs), essentially needs and desires that people are trying to fulfill, and how we can address those needs as we are making an idea “sticky”. The authors point out that the list isn’t really a hierarchy but instead that people tend to pursue these needs simultaneously. The needs/desires are:
Transcendence: help others realize their potential
Self-actualization: realize our own potential, self-fulfillment, peak experiences
Aesthetic: symmetry, order, beauty, balance
Learning: know, understand, mentally connect
Esteem: achieve, be competent, gain approval, independence, status
Belonging: love, family, friends, affection
Security: protection, safety, stability
Physical: hunger, thirst, bodily comfort
The authors go on to point out that:
The results of spending too much time in Maslow’s basement [the bottom four in the list above] is that we may overlook lots of opportunities to motivate people. It’s not that the “bottom floors” – or the more tangible, physical needs, to avoid the hierarchy metaphor – aren’t motivational. Of course they are. We all like to get bonuses and to have job security and to feel like we fit in. But to focus on these needs exclusively robs us of the chance to tap more profound motivations. (Heath, 185)
As I think about my role as an instructional tech I need to look more at this list and think about how my appeals to integrate technology match this list. I know that I try in my presentations and trainings to address many of these.
What do you think? Which needs/desires are you tapping?