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Motivational Intelligence: The Science of Success

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The Seven Drivers of Human Behaviour, the so-called EmotiVators.

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Motivational Intelligence: The Science of Success

  1. 1. How I discovered the EmotiVators Dear Reader • When I came to the shores of the Zulu Kingdom twenty years ago and lectured at the University of KwaZulu Natal, • I had the good fortune to meet the famous Zulu historian Prof Masisi Kunene who urged me to research the true legacy of the legendary Zulu King Shaka (since I had done similar research on the Brand Image of the Roman Emperor Nero for my PhD at the
  2. 2. TheTrue Legacy of Emperor Shaka • University of Berlin).After many years of first hand research, I discovered that they key to King Shaka building an empire larger than Western Europe and a Brand that has lasted for almost 200Years, • Was an Ideas Management System, that allowed him to harness the best ideas from his generals and soldiers and not only develop a new weapon (the much famed iklwa),
  3. 3. Motivating Customers to become Brand Loyalists • but also re-invent the traditional battle formation from frontal confrontation to the so-called Horns of the Bull, • thus encircling the enemy and achieving the highest echelon of brand leadership: to capture and captivate your customers for life. • These ideas management strategies have tremendous relevance today and I managed to develop an Ideas Management System called The IziCwe Code (the name of King Shaka’s
  4. 4. Motivating Employees to Innovate • first Regiment) to help many brands to activate the single most important lever of growing the business – Internovation • in other words, motivating employees to look for ideas that improve customer satisfaction, save costs, increase profits and create a world class customer experience • Brands such as Metropolitan Life, Nedbank, Anglo Platinum, Land Rover,WeighLess, Unilever, and the Development Bank
  5. 5. Motivating Business Growth by 10X • And even growing a Mining Supplier business 10x over 10Years – that is growing the turnover 1,000% thanks to Ideas Management • And then something momentous occurred when I attended the 2006 FIFAWorld Cup held in Germany • Having grown up in Germany and been overwhelmed by the guilt of two world wars and the Holocaust (although I was born many years after)
  6. 6. Motivating theWorld to fall in Love • I could not believe how over the four weeks of the tournament visitors from all over the world started to literally fall in love with Germany and her people • and at the same time how the German people started to showcase a side that had been hidden for so long – welcoming, friendly, hospitable, and … even FUN • This tickled my research interest and when I digged further, I found that this tremendous
  7. 7. Motivating a Nation to Change • change of opinions and the sudden reversal of Germany’s brand image was part of a phenomenon that has been know in history as “Movement Marketing” • In other words, tapping into a raw nerve of collective motivation and activating an idea on the rise • As the German people were dying to show the world that they were not a bunch of humour- less robots, But welcoming hosts who could be
  8. 8. Motivating Citizens to make Friends • Fun as well.And the German LOC very cleverly designed a movement marketing campaign called “A Time to make Friends” – appealing to the entire nation to use the world’s biggest TV event to broadcast a new image of Germany to the world. • As I discovered the blueprint for movement marketing, I then helped the South African World Cup committee to design a similar campaign for the 2010 FIFA World Cup,
  9. 9. MotivatingVisitors to become Brand Advocates • called Welcome 2010, which was aimed at making visitors feel at home through Cultural Intelligence: • For example, greeting a visitor from Germany in their own language, knowing about the Dos and Don’t’s (and why not to mention the war), and how to talk football and talk about their team and their stars • Since then, I have been working on possibly the world’s biggest movement marketing campaign
  10. 10. Motivating a Global Movement • to date, the FAN World Cup, a global tournament for the fans, by the fans and with the fans • One of the greatest Movement Marketers in history has been Nelson Mandela, who become the icon of a global movement for equal rights and whose movement manifesto became the most famous words of the 20th century: • “I have cherished the ideal of a democratic and
  11. 11. Motivating a Nation of Champions • Free society in which all persons live together in harmony and with equal opportunities.” • At the farewell ceremony for his friend and mentor,Walter Sisulu, Madiba issued this Call to action: • “Let us build a Nation of Champions, a nation where all of us can be winners.When I see him in the next life, I want to take Good News to him!”
  12. 12. Motivating an ImpossibleTask • I strongly believe that the answers to the world’s most pressing problems will come from Nelson Mandela’s country and that is why I am placing my life in service of his call to action to build a Nation of Champions. • And I invite you to do the same.As Madiba once said, • “It always seems impossible until it is done.”
  13. 13. Welcome toThe Center for Motivational Intelligence • Based on twenty years of research and development in the field of human behaviour, the Center for Motivational Intelligence has been designed to help you to activate the hidden source of true success • A source that is more powerful than your IQ and EQ combined • In other words, the source of your Motiva- tional Intelligence, your MQ, and
  14. 14. The Scope of Motivational Intelligence In particular, how to • Motivate yourself to reach your goals • Motivate your partner to support you all the way • Motivate yourTeam to go the extra mile • Motivate your Customer to say yes And even to • Motivate your children to listen to your advice
  15. 15. MotivationalTheory 1.0 (1943-2010) • The research into motivational psychology was pioneered by Abraham Maslow who developed his hierarchy of needs between 1939 and 1943. • Maslow suggests that there are five human needs that range in order of importance, from the physiological needs to self-actualization • For the past sixty years, this model has informed the prevailing western thinking on the motivating drivers of human behaviour.
  16. 16. What has Changed since Maslow • Maslow’s hierarchy of needs effectively reflected the social dynamics of the twentieth century – during and after World War II, certainly the physiological and safety needs of employees had to be met before social and esteem needs could be considered. • However, in the modern organisation of the 21st century, these basic needs are mostly met and the needs of employees have now shifted to a higher level of required satisfaction.
  17. 17. The 2nd Law ofThermodynamics • However, assurance alone is not enough for creating emotional engagement and commitment to a cause. • What the history of great organisations has shown, is that the human being craves challenge as much as assurance. • This paradoxical behaviour pattern is also found in nature - namely ‘The Second Law of Thermodynamics’. It was discovered by the Russian physicist Ilya Prigogine (1917–1974).
  18. 18. The 2nd Law ofThermodynamics • Prigogine observed that organic matter left alone starts to decay and disintegrate. • However, applying pressure and heat to an organism or chemical compound will create energy that is then passed out. • What qualified Prigogine for the Nobel Prize, was his observation that increasing the amount of energy in a given system begins to overload it until it starts to quiver and vibrate.
  19. 19. Reaching the Point of Perturbation • When the system reaches, the point of perturbation, it reorders and evolves into a more complex structure that is able to handle more pressure. • Given the right conditions, a fallen tree that sinks into the soil, over time transforms into coal. • Under enough pressure and heat, the same set of compounds ultimately turns into a diamond – a substance that is able to withstand incredible amounts of pressure.
  20. 20. The Missing Link to Fulfilment • The same applies to individuals and organisations – by challenging the status quo and applying the right amount of pressure, growth and transformation occurs and a far greater organism is the result. • This is the missing link to true fulfilment in life; it is only when you challenge yourself to reach for the next level, that you feel emotionally fulfilled.
  21. 21. Meet the Father of Branding • What is it that makes people want to associate themselves with an organisation? • In other words, which human need ultimately drives employee engagement and explains why at times the human being is prepared to give their all to a force greater than themselves? • This is the question that was to become the driving force of the life of Hans Domizlaff (1892-1971), the father of the science of branding and the founder of Markentechnik (Brand Technology).
  22. 22. Capturing 65% of the European Market • During the roaring twenties of the past century, Domizlaff spent his youth studying people and painting portraits. • Setting up the first branding agency in Germany, Domizlaff built the Reemtsma brand from an insignificant cigarette manufacturer in the town of Erfurt to capturing 65% of the European tobacco market. • Thereafter, Carl Friedrich von Siemens appointed Domizlaff to develop the Siemens brand.
  23. 23. Discovering the Anlehnungsbeduerfnis • Domizlaff created the dignified ‘Siemens-Style’, that was to become the symbol of the most valuable brand in Germany. • During his studies into the primary instincts of the human being and the drivers of brand loyalty, Domizlaff identified the Anlehnungsbedürfnis as the most fundamental instinct of the homo sapiens. • The literal meaning is ‘the need to lean on’, in other words the need to associate oneself with a higher purpose.
  24. 24. The Need for Higher Association • According to Domizlaff, Anlehnungsbedürfnis is the reason why people join a movement, a religious association or an ideology: • “As long as the human ability to fully understand the universe remains incomplete – which will always be the case -, the human being will be dominated by the strong drive to seek a pillar to lean on, either within themselves or without, and to realise their identity by joining an organisation or an idea.”
  25. 25. The Missing Link to Engagement • Twelve years of research on the drivers of human behaviour and the levels of employee engagement have revealed seven fundamental emotional needs (EmotiVators™) that determine the degree of personal and professional fulfilment. • Every day of our lives, we endeavour to meet these EmotiVators™in one way or another. In fact, the first four constitute survival needs, meaning that we have to satisfy these in order to function as emotional beings.
  26. 26. The Cure for Instant Gratification • The next three EmotiVators™ – growth, contri- bution and higher association - determine whether or not we are feeling truly fulfilled and experience the sensation of peak performance and passion. • Unfortunately, our brains have been programmed to search for shortcuts to meet each need. In fact, instant gratification has now become the norm for seeking fulfilment in a world that constantly bombards us with messages of immediate fulfilment and instant solutions.
  27. 27. • We want to feel safe, avoid pain, and feel comfortable in our environment and our relationships. • Every individual needs to have some sense of certainty and security – • a roof over one’s head, knowing where the next meal will come from, knowing how to obtain care when one is sick, knowing that a neighbour won’t attack us.
  28. 28. PositiveVehicles • Obtaining additional Qualifications to ensure your Marketability in the Workplace • Saving Money for a Rainy Day NegativeVehicles • Becoming a Slave to Daily Routine • Turning into a Control Freak at Work • Hoarding Material Possessions
  29. 29. Products • Medical Aid • Life insurance Policy • Organic Food Produce Brands • Liberty Life • Volvo (Safety First) • Toyota (“Everything keeps going right”)
  30. 30. • Everyone needs some challenge in life. Our bodies, our minds, our emotional well being all require uncertainty, exercise, suspense, and surprise. • The person caught in the same routine day after day will seek change and look for a challenge . • Just as a sense of security is reassuring, so the excitement that comes from variety is necessary to feel alive.
  31. 31. PositiveVehicles • Reading new subjects of interest • Travelling to far away places • Watching an action movie NegativeVehicles • Indulging in drama with others (and becoming a drama queen / king) • Taking to drugs for new experiences • Engaging in an extramarital affair
  32. 32. Products • Sport Cars • Motorcycles • Adventure Trails Brands • Landrover • Virgin • Jeep
  33. 33. • Everyone needs connection with other human beings, and everyone strives for and hopes for love. • An infant needs to be loved and cared for during a long period of time if it is to develop normally. • This need for connection continues throughout our lives.We have many ways of feeling connection with others – in the community or in the workplace.
  34. 34. PositiveVehicles • Performing good deeds and being kind • Joining a social club to meet people • Adopting an open-door policy NegativeVehicles • Trying to dominate others • Oversharing problems with others • Forming a clique at work and ganging up against management
  35. 35. Products • Chocolates • Mobile Phones • Sports Merchandising Brands • Nokia • Chanel • Haagen Dasz (“Only Sex is Better”)
  36. 36. • Every person needs to feel important, needed, wanted. • Children in a family compete with each other and find a way to be special, to feel unique. • Significance comes from comparing ourselves to others – in our quest for significance, we are always involved in hierarchical pecking orders and question of superiority or inferiority.
  37. 37. PositiveVehicles • Aiming to be the best you can be in your profession • Writing the book you always wanted to • Providing for your family NegativeVehicles • Tearing others down • Engaging in office politics • Getting involved in acts of violence
  38. 38. Products • Luxury Cars • Latest Handset • SignatureWatches Brands • Rolex • Porsche • Johnny Walker
  39. 39. • We need to constantly develop emotionally, intellectually, and spiritually. • We grow and change physically as we develop from infancy to adulthood and old age. • We grow and change emotionally with every experience, and we grow intellectually as we respond to events and to the world around us.
  40. 40. PositiveVehicles • Working out at the gym • Reading books and attending classes • Taking your business to the next level NegativeVehicles • Growing oneself at the expense of others (e.g. family, friends) • Developing weapons of destruction • Becoming a workaholic
  41. 41. Products • MBA • Investment Trusts • Gym Membership Plans Brands • Nike • Red Bull • Harvard Business School
  42. 42. • We need to go beyond our own needs and to give to others. • A life is incomplete without the sense that one is making a contribution to others or to a cause. • It is in the nature of human beings to want to give back, to leave a mark on the world. • Contribution is essential to a sense of fulfilment and to happiness.
  43. 43. PositiveVehicles • Providing for your children • Doing good deeds for others • Making a donation to a charity NegativeVehicles • Destroying others (e.g. hurting a doctor who performs abortions) • Getting rid of others (e.g. getting an employee fired for the ‘greater good’)
  44. 44. Products • FairTrade Produce • Artefacts from local artisans • Community based Products Brands • The Red Cross • The Body Shop • TOMS (buy one pair of shoes, give one)
  45. 45. • We all need to assign meaning to life and have a higher purpose to our existence. • At some stage in our lives, we all are asking the three questions of Higher Association:Where are we from? Why are we here? Where do we go to? • Throughout the history of the human being, all civilisations have evoked a higher purpose to motivate their citizens
  46. 46. PositiveVehicles • Joining a Movement forWorld Peace • Leaving a personal legacy • Going to church NegativeVehicles • Committing Acts ofViolence for the ‘greater good’ • Oppressing other members of society who are seen to be ‘Unbelievers’
  47. 47. Products • Cause driven Memberships • Fundraising for a Cause • Ice Bucket Challenge Brands • Save the Whales • Greenpeace • The Church
  48. 48. • In order to charge your Motivational Batteries and power up to perform at the Top of your Abilities, • You need to conduct your • Motivational GAP Analysis • to identify which areYour Primary Emotivators (& which are Secondary) How to calibrateYour MQ
  49. 49. • Please go to www.motivationalintelligence center.com • And click on • “How Strong isYour Moti- vational Q” Step 1:AssessYour MQ
  50. 50. IdentifyYour Primary EmotiVator
  51. 51. IdentifyYour Primary EmotiVator • Your Primary EmotiVator has great influence on how you live your Life, and in particular on: • YourView of the World • HowYou handle Stress • How Others supportYou • Your Communication Style • Your Personal Character Strengths

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