Determining a dominant need level for marketing, social and political campaigns

According to Cultural Dynamics Strategy & Marketing Ltd, within Abraham Maslow's hierarchy of needs, three primary motivational levels are recognised - Pioneer (Inner Directed - ID), the Prospector (Outer Directed - OD) and the Settler (Sustenance Driven - SD). 

1. Pioneers are global, networked, like innovation and believe in the importance of ethics. The 'Inner Directed' segment are the innovators of society: they start new behaviours, embrace change, try out new things, set up organisations, start initiatives.


Pioneers are society’s scouts, testing, innovating, and always questioning. They are attracted not so much to signs of success but what is ‘interesting’ including ‘issues’. Some of them are strongly ethical believing that to make the world a better place they must be better people. Others are more relaxed and holistic and some are into ‘doing their own thing’. They are most at ease with change and most global in outlook of all the groups.


The Pioneer (Inner Directed) needs are:

• Aesthetic cognitive.
• Self-actualization.

Some typical Pioneer characteristics are:

• Fascination and curiosity with the world.
• Unashamed acceptance of some larger purpose to existence.
• Knows that knowledge usually leads to better questions rather than better answers.
• Sometimes seen as a bit pompous or touchy-feely.
• Needs activity, variety and a degree of ongoing change in life.

2. Prospectors like success, ambition, seek the esteem of others and if they think a party can help them help themselves, they are on board. Prospectors want to acquire and display the symbols of success in everything they do. They want to make their lives better and be seen to succeed. They are a higher energy more fun seeking group. They are early adopters but not innovators, which involves social risk that they avoid. The Prospector (Outer Directed) needs are:

• Esteem of Others.
• Self Esteem.

Some typical Prospector characteristics are:

• Priority is to get "Me" known out there.
• Clear optimism about life. The world is a big opportuinity.
• "Savvy". Aware of what's going on around.
• Earning and spending money are crucial activities.
• Ambitious - position, power and visible success are important.
• Rules are "flexible" (more like "guidelines").

3. Settlers see things in terms of right and wrong, are wary of change, seek security and have a strong sense of place motivate them to vote.


Settlers are: socially conservative, concerned with the local, known, identity, belonging, and prefer trusted channels and known behaviours. They are wary of change and espouse discipline, are acquiescent, keeping to the rules and wanting a lead from authority.


The Settler (Sustenance Driven) needs are:

• Core physiological needs.
• Safety and Security.
• Belonging.

Some typical Settler characteristics are:

• Need to hold on to what you've got.
• It's a "Them vs Us" world.
• Worry about crime is never far away.
• Clear sense of right and wrong. Rule breakers should expect just retribution.
• Strong preference to socialise with "people like me".
• Family/Community/Group is important - nationality, town, football team ...
• Generally rather resistant to change.

Tips on Marketing, Social or Political Communicating According to the Dominant Value 


1. Pioneers: causes and issues, personal ethics and responsibility, innovation. Having thought about better questions (they do not believe there are always simple answers, or any answers). A better than otherwise predicted outcome is a success. Interesting and authentic people, and real stories about individuals. Global and novel things. Innovation not fashion. Orientated to the present and with a high self-agency: "we can work through this". Getting under the marketing.


2. Prospectors: 'better and best' (for example league tables, awards, recognition), being winners. Celebrity endorsement. Reference to the future - more success coming. Fashion (not too trendy or whacky). The best answers (nothing open ended or unknowable). Immediate, tangible, visible results. Prestige venues and big brand association. 


3. Settlers: face to face contact from people they already know. Endorsement by traditional leaders. Familiar venues. Reference the past: by using the lessons of the past to fix the future. Small in scale. Acknowledge icons of identity. 


www.cultdyn.co.uk/ART067736u/Speak%20to%20the%20Value%20not%20Class.pdf




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References: 

• www.cultdyn.co.uk/ART067736u/usingvaluemodes.pdf
• Find examples of values strategies: www.campaignstrategy.org/

Source: Cultural Dynamics Strategy & Marketing Ltd, www.cultdyn.co.uk/valuesmodes.html

Professional education creating zombies out of us

To live a full and fulfilling life, one needs a balance of three competencies – individual (software), technical/professional (hardware) and social (balance). 

The modern educational system is "rote learning"and structure specifically just for Technical/Professional Competence, while little or no formal attention having been given to Individual Competence. 

A life with too much emphasis on Technical/Professional Competence has an addictive narrow conception of life, success and happiness. It makes a person to be a technician or a spanner! A technical/professional approach to life pushes people to simply gain professional or technical skills and then gain access to a job so that one can leave "well" while devoid of high consciousness and multi-contextuality in a complex and modern world.

Technical/Professional Competence makes us have a well developed "workmanship" or "craftsmanship." Yes, simply spanners!!!! This is the fourth world of action in the mystical Judaism "Four Worlds or Dimensions."

To be the best in life, to live a life of meaning and purpose, and to be an individual of honour who can run successful activities, and to be an outstanding corporate leader and personality, one needs more than just a high Technical/Professional Competence. 

A well developed  Technical/Professional Competence leads a person to live a life of a comfort zone; while that of Individual Competence leads to a life of optimal performance. 

Individual Competence provides a deeper insight into our own experiences in relation to what others before us conquered and overcame to carry us where we are and a better understanding of the human nature. 

This arise our an education system built around the classical seven liberal arts and sciences, and this produces a person of “critical thinking, quantitative literacy, communication skills, ethical reasoning, and civic engagement.” 

The type of social upbringing and education one goes through makes one to have either of the two responses upon receiving new information or ideas:

1. Comfort zone, this is a level whose approach of a “set” ideas or an attitude of certainty or finality, resulting in stagnancy. This approach to life is largely a sentimental one. It explains and justifies the order of things with the assumption and attitude that the world is dormant, stagnant or frozen. It consists of:
a. One grasping with avidity new details in an endeavour to ascertain how far it supports his/her own ideas. The information itself is of little importance and its prime value will be its vindication of one's current ideas. If the details come up to expectation in the respect of support, one will adapt and cling to them enthusiastically; if not, you will lay the information away in disgust and disappointment, feeling as if the ideas had done you an injury.


b. One adopting an attitude of skepticism as soon as he/she discover that the ideas contain something what he/she have not previously read, heard or originated in his/her own thought. One would probably resent as extremely unjustified the accusation that his/her attitude is the summit of self-satisfaction and intolerance and thus he/she shut his/her mind to any truth which may possibly be hidden in that which he/she rejects off-hand.

A comfort zone is a type of mental and social conditioning that causes a person to create and operate mental boundaries. Such boundaries create an unfounded sense of security. Like inertia, a person who has established a comfort zone in a particular axis of his or her life, will tend to stay within that zone without stepping outside of it. To step outside a person's comfort zone, you must experiment with new and different ideas, and then experience the new and different responses that then occur within your own environment.  Highly successful persons routinely step outside their comfort zones, to accomplish what they wish.  - Alasdair A. K. White "From Comfort Zone to Performance Management."

2. Optimal zone, this is a level whose approach of a life is that of possibilities. This means to be in a mind and attitude of fluidal state of adaptability and alertness. One allows neither preference nor prejudice to govern, but keeping the mind in a state of trustful, calm and dignified waiting. This allows for a broad mind and a great heart. 

"Whosoever shall not receive the kingdom of God as a little child shall not enter therein" (Mark 10:15). 

“A child is not imbued with an overwhelming sense of superior knowledge, nor does it feel compelled to look wise or to hide its nescience of any subject by a smile or a sneer. It is frankly ignorant, unfettered by preconceived opinions and therefore eminently teachable. It takes everything with that beautiful attitude of trust which we have designated "child-like faith," wherein there is not the shadow of a doubt. There the child holds the teaching it receives until proven or disproven.” – Max Heindel, Mystic Christianity (1920).

"Optimal performance" is driven by a well developed Individual Competence for it makes it possible to continuously measure, test and assess causes, processes or means and effects or results for further improvement and growth. Wanting to achieve “optimal performance” allows one to develop new ideas, hypotheses, concepts, models and theories. "Life begins at the end of your comfort zone" - Neal Donald Walsch.

Break out of the “comfort zone” and wander in search of meaning, understanding and the ultimate Truth about the Mysteries of Life. 

The gift of individual high consciousness and freewill allows us to know ourselves ("Know thy Self") and to be ourselves with others (as it is called the "Golden Rule" and common in all religions). This allows us to be the divine's companions and co-creators. The two gifts of high consciousness and freewill makes us realize that the effect of our thoughts, words and actions are not to be considered as punishment or retribution, but as education and enlightenment. 

The unavoidable and immutable Law of Karma (Causation, Action and Reaction, Cause and Effect) helps us to appreciate the effects of our thoughts, words and actions upon ourselves and others.    

Let us get out of the comfort zone of too much sun hours and solar intensity yet we do not harvest it for solar energy when we have the worst power outtages yet reliable electricity supply is the backbone of the manufacturing base and industrialization; too much land yet we have the least agricultural output; too much mineral deposits yet we have the least industrial or commercial use for them thereby leading us to export the minerals "as they are" in an unprocessed state. 

Therefore, if you are uncomfortable with ideas that challenge your current attitudes, assumptions, beliefs and habits, then you are not able to grow and develop further.

In your personal relationships, do you surround yourself with comfort zone (hesitant/casual) or optimal performance (daring/bold) personalities as friends and relatives? 

If you are living a life full of "comfort zone" personalities, you are best considered to be living a life of stagnancy. An economy and a political system of "comfort zone" citizens will be the world of poverty, disease and ignorance. It is full of cancerous hate, bigotry, bitterness and anger.  

According to Wikipedia, the optimal performance zone is the individual zone for excellence. In order to grow and change, you must first be discontent with your current comfort zone, beliefs and worldview. To change, to establish a business, or to succeed on a challenging project, you must realize that all meaningful and lasting changes occur first in imaginations and then work your way into reality. If you clearly and vividly imagine yourself being and having the things you truly want, you will create a new picture of ourselves.
     

Comfort Zone Quotes:

* "A dream is your creative vision for your life in the future. You must break out of your current comfort zone and become comfortable with the unfamiliar and the unknown." – Denis Waitley, an American motivational speaker and writer and consultant.

* "Life loses its meaning when we get stuck up in comfort zone." – M.K. Soni, an Indian writer.

* "We cannot become what we want to be by remaining what we are." – Max DePree, the Chairman Emeritus of Herman Miller Inc.; a member of the "Fortune" magazine, National Business Hall of Fame; a recipient of the Lifetime Achievement Award from the Business Enterprise Trust; and the the author of four books:  "Leadership is an Art," "Leadership Jazz," "Dear Zoe" and "Leading Without   Power."

* Nobody ever died of discomfort, yet living in the name of comfort has killed more ideas, more opportunities, more actions, and more growth than everything else combined. Comfort kills!" –T. Harv Eker, an American motivational speaker and touring lecturer best known for his bestselling book, Secrets of the Millionaire Mind. 

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Notes:

1. Individual Competence - “the attitudes, habits, assumptions and behaviours required for the accomplishment of a business, job or task.”
2. Technical/Professional Competence - "knowledge of, and skill in the exercise of, practices required for successful accomplishment of a business, job or task." 
3. Social Competence - "the condition of possessing the social, emotional, and intellectual skills and behaviours needed to succeed as a member of society."

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An Individual Competence Index has the following aspects:

1. Self-awareness - “self-confidence, emotional awareness, and accurate self-assessment”;
2. Self-regulation - “conscientiousness, trustworthiness, and self-control” and
3. Self-motivation - “achievement drive, commitment, adaptability, innovation, initiative and optimism”. 

Dictionary definitions of the above:

• Emotional Awareness is to “know which emotions one is feeling and why; to realize the links between one’s feelings and what one thinks and say; to recognize how one’s feelings affect own performance; to have a guiding awareness of own values and goals”
• Accurate Self-Assessment is to be “aware of own strengths and weaknesses; to be reflective, learning from experience; to be open to candid feedback, new perspectives, continuous learning, and self-development; to be able to show a sense of humour and perspective about oneself”
• Self-confidence is to “present oneself with self-assurance; to have "presence"; to be able to voice views that are unpopular and go out on a limb for what is right; to be decisive, able to make sound decisions despite uncertainties and pressures”
• Self-control is to “manage their impulsive feelings and distressing emotions well; to stay composed, positive and unflappable even in trying moments; to think clearly and stay focused under pressure”
• Conscientiousness is to “meet commitments and keep promises while holding oneself accountable for meeting own objectives; to organized and careful in one's work”
• Trustworthiness is to "act ethically and are above reproach; to build a sound relationship through reliability and authenticity; admit own mistakes and confront unethical actions in others; take tough, principled stands even if they are unpopular”
• Innovation is to “seek out fresh ideas from a wide variety of sources; to entertain original solutions to problems; to generate new ideas take fresh perspectives and risks in their thinking; to smoothly handle multiple demands, shifting priorities, and rapid change; to adapt own responses and tactics to fit fluid circumstances; to be flexible in how they see events”
• Achievement drive is to be “results-oriented, with a high drive to meet their objectives and standards; to set challenging goals and take calculated risks; to pursue information to reduce uncertainty and find ways to do things better; to learn how to improve their performance”
• Commitment is to “readily make sacrifices to meet a larger organizational goal; to find a sense of purpose in the larger mission; to use the group's core values in making decisions and clarifying choices; to actively seek out opportunities to fulfill the group's mission”
• Initiative is to be “ready to seize opportunities; to pursue goals beyond what's required or expected of them; to mobilize others through unusual, enterprising efforts”
• Optimism is to “persist in seeking goals despite obstacles and setbacks; to operate from hope of success rather than fear of failure; to see setbacks as due to manageable circumstance rather than personal flaw”

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A Social Competence Index has the following aspects:

1. Understanding others: sensing others' feelings and perspectives, taking an active interest in their concerns
2. Service orientation: Anticipating, recognizing, and meeting others' needs
3. Leveraging diversity: Cultivating opportunities through different kinds of people
4. Political Awareness: Reading a group's emotional currents and power relationships
5. Influence: Wielding effective tactics for persuasion
6. Communication: Listening openly and sending convincing messages
7. Conflict management: Negotiating and resolving disagreements
8. Leadership: Inspiring and guiding individuals and groups
9. Change Catalyst: Initiating or managing change
10. Building bonds and team capabilities: Nurturing instrumental relationships to create group synergy in pursuing collective goals. Working with others toward shared goals.

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Resources: 

1. http://webhome.idirect.com/~kehamilt/ipsyeq.html

2. http://en.wikipedia.org/wiki/Comfort_zone

3. Alasdair A. K. White, "From Comfort Zone to Performance Management" www.pm-solutions.com/infosys/eDocLibrary/Comfort_Zone_to_Performance_Management.pdf (highly recommended for reading)