Here's the list
- The desire to control - over one's destiny, finances, health, relationship and even food and shelter.
- I'm better than you - the need to have status and feel significant.
- Joy of discovery - joy of discovering is uncovering the unexpected joy.
- Revaluing - as baby boomers enjoy a new phase in life, they are going back to the things they loved as kids.. but with a new twist.
- Family values - quality time with families are still of utmost importance to many societies.
- The desire to belong - people want to be associated with people like themselves, they show products like badges.
- Fun is its own rewards - people want to have fun.
- Poverty of time - nobody has enough time (but you can't substitute convenience for quality).
- The desire to get the best that can be got - assert your product leadership position.
- Self achievement - "be the best that you can be" is a strong motivating factor; intrinsic rewards are as important as extrinsic rewards.
- Love of cosmo - sex sells, so does love and romance.
- The Nurturing response - people like to nurture even more than being nurtured, make your customers the hero with your product.
- Reinventing oneself - give them a chance to start over.
- Make me smarter - people want to FEEL that they are smart for buying your product.
- Power and dominance - aspiration to be more than in control of your environment.
- Wish fulfillment - give the consumer to power to fly, market to aspirations.
You can read Barry's own description here.
Other wisdoms I've learned today:
"Perception is reality."
"There are no features - there are only benefits. Customer buy benefits, not features."
"Focus on delivering outcomes, not products."
And a note on measuring success (and all the talk about KPIs):
"Simplicity applies to measurement also. Too often we measure everything and understand nothing." ~ Jack Welch.
Valuable day indeed.