As we go through life and business, we tend to look at logic and operate in a transactional manner. Our paradigm – the way we view the world – is typically based upon logic. It’s how we explain things, it’s rational. For example, pay someone to do a job and they’ll do it. Offer what people want at a reasonable price and they’ll buy it. But the trouble is that actually we tend to be dealing with other human beings, and human beings are not based on logic, we’re based on emotion.
Motivation is much more about emotion than about logic. People only do things when they’re motivated. So if you want someone to work for you and do things the way you want them done, at the time you want them done, you’d better make sure they’re motivated correctly. And if you want people to buy from you and keep buying, you’d better make sure they’re motivated that way. If you want people to trust you, help you, like you… you need to make sure they’re appropriately motivated.
The key to all this involves knowing, and liking, people. By ‘knowing’ I don’t just mean you know they exist, I mean you really get to know what matters to them. When you know what matters to people, you can start to understand them. And when you understand people, you can find ways to help them. Business – when we get down to the root of it – is about helping people. In more logical terms it’s about delivering a product or service that people need or want, in a way that they like.
Businesses often fail – either completely (they cease trading) or partially (they’re less profitable than they could be) – because they lose sight of the fundamental point, ie helping people. They get too caught up in their own internal needs and wants, or they fail to understand what matters to their customers. And when this happens, customers buy less or stop buying altogether.
The key to your success in business is understanding people: Understand your employees, your suppliers and your customers and what really matters to each of them, and find a way of meeting all their needs simultaneously. It’s always a balance. Ask yourself, do you know what really matters to each of these groups and individuals? If not, find out, then act upon it. That should be at the core of all your plans and actions, but guided, of course, by what matters to you.