Mind Over Matter – It’s Not That Simple

MIND OVER MATTER? Nice idea! But it’s not that simple...

with Ted Fitzgerald

David Hume, 18th century Scottish philosopher, suggested ‘Reason is the slave of the passions!’ French philosopher Rene Descartes gave us ‘Cogito ergo sum’ (Latin..I think therefore I am!). Walt Disney said ‘If you can dream it…you can do it!’ Like all successful entrepreneurs, he was pointing out that passion rather than reason drives most human behaviour. The heart decides what it wants and reason (i.e. the mind) has to achieve it and tidy up any mess. So how might this ‘heavyweight philosophy’ be put to work commercially?

A good start would be to read some papers on applied psychology available online. Particularly the work of Abraham Maslow. The concept is displayed as a pyramid, a ‘hierarchy of needs’, noting people tend to satisfy needs in a given order starting with basic ones before focusing on the more complex. Levels one to four are driven by the desire to be healthy and avoid threats or problems. With safety relatively assured, Level five and six are about growth, and ‘embracing opportunities and fulfilling dreams’.

The need for self-actualisation

Experience purpose, meaning and realising all inner potentials.

Esteem Need The need to be a unique individual with self-respect and to enjoy general esteem from others.

Lo ve and Belonging Needs The need for belonging , to receive and give love, appreciation and friendship.

Security Need The basic need for social security in a family and a society that protects against hunger and violence.

Lev el one focuses on warmth, food, health and reproduction Lev el two on physical and financial security, health and wellbeing Lev el three on family, friendship, community, a sense of ‘tribe’ Lev el four on recognition, status, prestige, and self-respect Lev el five on the desire to become the most that one can be Level six seeking some higher goal outside oneself, in altruism and spirituality

Maslow helps understand why customers choose one brand over another. Smart firms don’t sell ‘features’ at the bottom of the pyramid. They create brand loyalty by connecting customers with the highest levels. Their products and services fulfil higher-level needs of esteem, prestige, social interaction, and self-actualisation. They become irreplaceable in the mind of customers. The key to brand loyalty is to have customers always believe (and tell the world) that your brand has no equal! Think Apple!

The concept is also relevant to motivating staff so they feel valued and passionate for the business to succeed. When employees grow to higher levels they are more effective and their growth produces skills, behaviours and wisdom directly transferable to effectiveness in the business. For instance, you can’t motivate someone to achieve a sales target (Level four) while they are struggling with marriage problems (Level three). Or you cannot expect someone to work well as a team member (Level three) if they’re having their house repossessed (Level two) or suffering health problems (Level one).

So to put ‘mind over matter’ to work, it helps to know both customer’s needs and wants, and the underlying motives that drive their purchases. These underlying motives are the gold mine that clever marketers strive to analyse, understand and tap into. The key question then becomes which customer group should you be targeting and how should you go about it? e