Hello again, we saw in the previous session the value of recognizing
the unseen parts of the iceberg is
a critical role in helping you make the right decisions.
The unseen part of the iceberg explains you the observed behavior.
And so it's critical for a business to focus on what people are doing.
It is also critical to understand what is prompting that behavior in the first place.
To do this, in branding we focus on two big words; needs and motivations.
Let's just look at the difference between the two of them.
A need is a state of deprivation and can be both physical and psychological.
Often I get this argument that needs a solely about water or food or sex or Wi-Fi,
needs can also and often are psychological: fitting in,
being excited, manage and control things,
to mention just a few.
Do you remember the breakfast exercise?
We had an individual who was a breakfast on the go buyer.
If you dig deeper,
you will understand why he or she is grabbing a bite while their commute.
And it is not just they are too busy to sit down,
that prompts you to ask,
but why do they eat on the go?
The answer is, they don't want to be late.
And if you keep probing,
you will probably ask,
but why don't they want to be late?
The answer to this might be,
being late feels shameful,
it does not make you look your best.
This is where motivations come in.
Motivations are the internal drivers that
push people to resolve a problem or reduce a need.
The greater the perception that you do not have what you want,
the stronger the motivation to satisfy that need.
So in the example above,
because they feel shame at being late,
the deep set motivation that expresses all is,
I need to keep a stronghold on my reputation and gain respect.
You see, it is all about power,
it is not about being late.
You will be going through the notes to fully
understand the differences between needs and motivations.
I like working with a tool called motivation map or the insidious model.
This helps us identify
different motivational states that have tensions against each other.
All of us should top predominant tensions in ourselves.
One refers to your personal dimension;
attention between being in control of what you do, what you say,
how you express yourself and being able to let go,
release the grip on yourself and just enjoy the moment in a very calm DM way.
The other tension refers to a social dimension and looks at
the constant tension which show as individuals between state in who
we are standing proud as an independent individual capable of making
their own choices and trying to belong to a community that it's bigger than us,
our family, our group of friends,
our nation et cetera.
As with the iceberg,
what you see is a busy person rushing to work eating a doughnut,
what you don't see but must target as a brand,
is a power driven individual who works hard at keeping tabs on his or her reputation,
and this makes all the difference for a brand.
In the next video,
we're going to look at your assignment in more detail. See you then.