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Hello again, we saw in the previous session the value of recognizing

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the unseen parts of the iceberg is

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a critical role in helping you make the right decisions.

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The unseen part of the iceberg explains you the observed behavior.

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And so it's critical for a business to focus on what people are doing.

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It is also critical to understand what is prompting that behavior in the first place.

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To do this, in branding we focus on two big words; needs and motivations.

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Let's just look at the difference between the two of them.

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A need is a state of deprivation and can be both physical and psychological.

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Often I get this argument that needs a solely about water or food or sex or Wi-Fi,

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needs can also and often are psychological: fitting in,

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being excited, manage and control things,

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to mention just a few.

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Do you remember the breakfast exercise?

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We had an individual who was a breakfast on the go buyer.

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If you dig deeper,

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you will understand why he or she is grabbing a bite while their commute.

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And it is not just they are too busy to sit down,

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that prompts you to ask,

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but why do they eat on the go?

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The answer is, they don't want to be late.

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And if you keep probing,

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you will probably ask,

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but why don't they want to be late?

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The answer to this might be,

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being late feels shameful,

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it does not make you look your best.

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This is where motivations come in.

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Motivations are the internal drivers that

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push people to resolve a problem or reduce a need.

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The greater the perception that you do not have what you want,

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the stronger the motivation to satisfy that need.

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So in the example above,

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because they feel shame at being late,

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the deep set motivation that expresses all is,

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I need to keep a stronghold on my reputation and gain respect.

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You see, it is all about power,

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it is not about being late.

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You will be going through the notes to fully

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understand the differences between needs and motivations.

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I like working with a tool called motivation map or the insidious model.

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This helps us identify

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different motivational states that have tensions against each other.

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All of us should top predominant tensions in ourselves.

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One refers to your personal dimension;

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attention between being in control of what you do, what you say,

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how you express yourself and being able to let go,

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release the grip on yourself and just enjoy the moment in a very calm DM way.

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The other tension refers to a social dimension and looks at

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the constant tension which show as individuals between state in who

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we are standing proud as an independent individual capable of making

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their own choices and trying to belong to a community that it's bigger than us,

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our family, our group of friends,

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our nation et cetera.

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As with the iceberg,

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what you see is a busy person rushing to work eating a doughnut,

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what you don't see but must target as a brand,

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is a power driven individual who works hard at keeping tabs on his or her reputation,

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and this makes all the difference for a brand.

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In the next video,

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we're going to look at your assignment in more detail. See you then.