1. Just about every person or organization needs to motivate others to act for some reason or another. Some want to motivate a purchase decision. Others are looking for support or a vote. Still others are keen to motivate the people around them to work harder or smarter or just follow the rules. The ability to motivate people is not, in itself, difficult. It is usually tied to some external factor. Tempting incentives or the threat of punishment will often elicit the behavior we desire. General Motors, for example, so successfully motivated people to buy their products that they sold more cars than any other automaker in the world for over seventy-seven years. Though they were leaders in their industry, they did not lead.
Great leaders, in contrast, are able to inspire people to act. Those who are able to inspire give people a sense of purpose or belonging that has little to do with any external incentive or benefit to be gained. Those who truly lead are able to create a following of people who act not because they were swayed, but because they were inspired. For those who are inspired, the motivation to act is deeply personal.
2. If someone were to hold up a bank with a banana in his pocket, he would be charged with armed robbery. Clearly, no victim was in any danger of being shot, but it is the belief that the robber has a real gun that is considered by the law. And for good reason. Knowing full well that fear will motivate them to comply with his demands, the robber took steps to make his victims afraid. Fear, real or perceived, is arguably the most powerful manipulation of the lot.
3. If fear motivates us to move away from something horrible, aspirational messages tempt us toward something desirable. Marketers often talk about the importance of being aspirational, offering someone something they desire to achieve and the ability to get there more easily with a particular product or service. “Six steps to a happier life.” “Work those abs to your dream dress size!” “In six short weeks you can be rich.” All these messages manipulate. They tempt us with the things we want to have or to be the person we wish we were.
Though positive in nature, aspirational messages are most effective with those who lack discipline or have a nagging fear or insecurity that they don’t have the ability to achieve their dreams on their own (which, at various times for various reasons, is everyone).
4. People don’t buy WHAT you do, they buy WHY you do it. This is the reason Apple has earned a remarkable level of flexibility. People are obviously comfortable buying a computer from Apple. But people are also perfectly comfortable buying an mp3 player from them, or a cell phone or a DVR. Consumers and investors are completely at ease with Apple offering so many different products in so many different categories. It’s not WHAT Apple does that distinguishes them. It is WHY they do it. Their products give life to their cause.
5. Dell came out with PDAs in 2002 and mp3 players in 2003, but lasted only a few years in each market. Dell makes good-quality products and is fully qualified to produce these other technologies. The problem was they had defined themselves by WHAT they did; they made computers, and it simply didn’t make sense to us to buy a PDA or mp3 player from them. It didn’t feel right. How many people do you think would stand on line for six hours to buy a new cell phone from Dell, as they did for the release of Apple’s iPhone? People couldn’t see Dell as anything more than a computer company.
6. Knowing your WHY is not the only way to be successful, but it is the only way to maintain a lasting success and have a greater blend of innovation and flexibility. When a WHY goes fuzzy, it becomes much more difficult to maintain the growth, loyalty and inspiration that helped drive the original success. By difficult, I mean that manipulation rather than inspiration fast becomes the strategy of choice to motivate behavior. This is effective in the short term but comes at a high cost in the long term.
7. Consider the experience of buying a flat-screen TV at your local electronics store. You stand in the aisle listening to an expert explain to you the difference between LCD and plasma. The sales rep gives you all the rational differences and benefits, yet you are still none the wiser as to which one is best for you. After an hour, you still have no clue. Your mind is on overload because you’re overthinking the decision. You eventually make a choice and walk out of the store, still not 100 percent convinced you chose the right one. Then you go to your friend’s house and see that he bought the “other one.” He goes on and on about how much he loves his TV. Suddenly you’re jealous, even though you still don’t know that his is any better than yours. You wonder, “Did I buy the wrong one?”
Companies that fail to communicate a sense of WHY force us to make decisions with only empirical evidence. This is why those decisions take more time, feel difficult or leave us uncertain. Under these conditions manipulative strategies that exploit our desires, fears, doubts or fantasies work very well. We’re forced to make these less-than-inspiring decisions for one simple reason—companies don’t offer us anything else besides the facts and figures, features and benefits upon which to base our decisions. Companies don’t tell us WHY.
8. Once you know WHY you do what you do, the question is HOW will you do it? HOWs are your values or principles that guide HOW to bring your cause to life. HOW we do things manifests in the systems and processes within an organization and the culture. Understanding HOW you do things and, more importantly, having the discipline to hold the organization and all its employees accountable to those guiding principles enhances an organization’s ability to work to its natural strengths. Understanding HOW gives greater ability, for example, to hire people or find partners who will naturally thrive when working with you.
9. I’d like to introduce you to our imaginary friend Brad. Brad is going on a date tonight. It’s a first date and he’s pretty excited. He thinks the woman he’s about to meet is really beautiful and that she makes a great prospect. Brad sits down for dinner and he starts talking.
“I am extremely rich.”
“I have a big house and I drive a beautiful car.”
“I know lots of famous people.”
“I’m on TV all the time, which is good because I’m good-looking.”
“I’ve actually done pretty well for myself.”
The question is, does Brad get a second date? (nope :)))
10. Now consider how most companies do business. Someone sits down across a table from you, they’ve heard you’re a good prospect, and they start talking.
“Our company is extremely successful.”
“We have beautiful offices, you should stop by and check them out sometime.”
“We do business with all the biggest companies and brands.”
“I’m sure you’ve seen our advertising.”
“We’re actually doing pretty well.”
11. Great companies don’t hire skilled people and motivate them, they hire already motivated people and inspire them. People are either motivated or they are not. Unless you give motivated people something to believe in, something bigger than their job to work toward, they will motivate themselves to find a new job and you’ll be stuck with whoever’s left.
12. The feeling of trust is lodged squarely in the same place as the WHY—the limbic brain—and it’s often powerful enough to trump empirical research, or at least seed doubt. This is the reason why so many manipulations are effective; we believe that, for better or worse, others know more than we do. Clearly, four out of five dentists know more than us when choosing chewing gum (but what about the one holdout . . . what did he know that the others didn’t?). Of course we trust the celebrity endorsement. Those celebs are rich and can use any product they want. It must be good if they are putting their reputation on the line to promote it, right?
You probably answered that question in your head already. Clearly they are endorsing the product because they are getting paid to. But if celebrity endorsements didn’t work, companies wouldn’t use them. Or perhaps it’s the fear that they “might” work that fuels the million-dollar wink and a smile that encourages us to choose one car over another or one lipstick over another. The fact is, none of us is immune to the effect of someone we know or feel like we trust influencing our decisions.
13.All the products and services that the company sells, all the marketing and advertising, all the contact with the world outside communicate this. If people don’t buy WHAT you do, they buy WHY you do it, and if all the things happening at the WHAT level do not clearly represent WHY the company exists, then the ability to inspire is severely complicated.
14.In the course of building a business or a career, we become more confident in WHAT we do. We become greater experts in HOW to do it. With each achievement, the tangible measurements of success and the feeling of progress increase. Life is good. However, for most of us, somewhere in the journey we forget WHY we set out on the journey in the first place. Somewhere in the course of all those achievements an inevitable split happens. This is true for individuals and organizations alike.
15.Money is a perfectly legitimate measurement of goods sold or services rendered. But it is no calculation of value. Just because somebody makes a lot of money does not mean that he necessarily provides a lot of value. Likewise, just because somebody makes a little money does not necessarily mean he provides only a little value. Simply by measuring the number of goods sold or the money brought in is no indication of value. Value is a feeling, not a calculation. It is perception.
