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Small Business Article Review - Maslow A Theory of Human Motivation Part TwoBy Craig Lutz-Priefert
Abraham Maslow’s article on the Hierarchy of Needs is a landmark for the disciplines of psychology and marketing. Small business owners have possibly heard of Maslow in their general reading, but we believe his insights into human nature are vital for any small business selling to human beings. This is the second of two articles on the subject. You can view Maslow’s original article online at: http://psychclassics.yorku.ca/Maslow/motivation.htm A brief recap of the 5 needs:
Maslow indicates that most people have only a percentage of these needs filled at a certain time. On page 13, he points out that the average individual is most satisfied in the physiological and safety needs, and least satisfied in the self-actualization needs. Here is a clue to why it is important for us, as Chief Marketer, to do our best. How many of us are in the career we planned to be in? Not many. Yet most of us who wind up in a position at our company where we are trusted with the marketing function possess some creativity. Coupled with this, we have a desire to advance our company, to promote it, to make it better and to make the company more profitable. The problems of the Chief Marketer and the Sole Proprietor are similar. Both need to generate a certain kind of initiative and each must sometimes go-it-alone in the course of growing the business. Both need to be out front, clearing a new path for the rest of the company to follow. Both sometimes feel like they work in isolation, unappreciated. When you start feeling bogged down, look to the last two needs: Esteem Needs and the Need for Self-Actualization. Both can give you a way out and a hand back up. Esteem needs are often met through interaction with our fellows. If you get stuck or feel down, then seek out one of your business mentors or a peer in your company. Ask them to honestly review some of your work. Ask them to tell you where it lacks and where it is positive, then push forward. You can use the achievers in the Bloom Team for this esteem building, too. You’ll be surprised how you suddenly don’t feel as alone. Earlier we discussed that one key reason Achievers work well for your company is to fulfill an inner need-the need for self-actualization. This is true for you as Chief Marketer, as well. This is where a good Crystal Hour can really help. When we respond to our creativity we are responding to an inner calling; that voice inside that urges us to do our best, to use our creative ability for some good. We suddenly find ourselves re-energized and the road doesn’t feel quite as lonely or difficult. Remember: Brand (who you are) + Package (your Face to the Customer) + People (customers and employees) = Marketing Success. © 2006 Marketing Hawks
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