How and why emotions and resulting behaviors are the foundation for satisfying complex psychological needs
I was curious to know when someone would combine insights from several quite different concepts and write a book such as this one. For example, from Robert Greenleaf’s essay, The Servant as Leader, the development of the concept of emotional intelligence (Charles Darwin, E.L. Thorndyke, David Wechsler, and most recently Daniel Goleman), and Howard Gardner’s research on multiple intelligences (notably his book, Frames of Mind). Well, without drawing upon these specific sources, Mark Ingwer has written that book and it is brilliant.
In essence, marketing creates or increases demand for whatever is offered. It could be a smart phone but it could also be a political platform or membership in a professional association or support of a non-profit, tax-exempt organization. Now we have a definitive guide to a unique marketing methodology. That is Ingwer’s singular achievement. As he explains, in order to satisfy “the 6 core emotional needs” of current prospective customers, one must understand those needs and be convinced that it is a privilege to serve them; also, one must possess emotional intelligence as well as highly developed reasoning skills because, as Ingwer explains, “emotions and ruling behaviors are the foundation for satisfying complex psychological needs. Our individual well-being – self-esteem, success, relationships, and happiness – is a result of our meeting emotional needs. An individual’s needs are satisfied when he or she is connected meaningfully to others, and through these connections comes to find his or her own unique value and identity. It is a ceaseless, evolving, lifelong endeavor.”
Ingwer devotes a separate chapter to each of the six “core emotional needs” (i.e. control, self-expression, growth, recognition, belonging, and care) and explains with rigor and clarity how and why needs-based marketing initiatives must accommodate, indeed nourish human emotions as well as deliver a convincing, indeed compelling “message.” Long ago in his poem Song of Myself, Walt Whitman asserted, I am large/I contain multitudes.” Marketers would be well-advised to keep Whitman’s comment in mind. According to Ingwer, “The motivation and emotion behind our quest for needs satisfaction and identify fulfillment all too often are not always consciously available to us.” True, but they are certainly available to empathic marketers such as Steve Jobs who realized long before anyone else did how appealing and personally (as well as functionally) fulfilling various iProducts would be.
Here are some of the most important subjects for which Ingwer provides information, insights, and counsel:
o The frequently hidden (or at least unrecognized) human needs that drive purchase decisions
o What the Needs Continuum is and why it should be coordinated with a psychological perspective
o How best to empathize with consumers’ core needs for control, self-expression, growth, recognition, belonging, and care
o A few core guidelines for how companies can take an empathetic approach to marketing
As indicated earlier, with all due respect to this brilliant book, all of the opportunities that await empathetic marketing initiatives as well as everything that Mark Ingwer recommends to take full advantage of those opportunities mean nothing unless and until an organization has people at all levels and in all areas who are – literally – servant leaders, who possess or are in the process of developing emotional intelligence, and who consider it a privilege to satisfy the core emotional needs of everyone with whom they are associated.
I presume to add a footnote: With only minor modifications, all of the principles that Mark Ingwer introduces would also be appropriate for improving the communication skills — especially persuasion — of those who interact with others within and beyond their workplace.
Saturday, June 2, 2012 Posted by Bob Morris | Bob's blog entries | Charles Darwin, Daniel Goleman, David Wechsler, E.L. Thorndyke, Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers, Frames of Mind, How and why emotions and resulting behaviors are the foundation for satisfying complex psychological needs, Howard Gardner, Mark Ingwer, Palgrave Macmillan, Robert Greenleaf, The Servant as Leader | Leave a Comment
Next LIVE Event
- First Friday Book Synopsis in Dallas (Second Friday in July only)July 12th, 201325 days to go.
- Leadership Sustainability: A book review by Bob Morris
- Ray Attiyah: An interview by Bob Morris
- Focus; Customer Service – While on Vacation, Reminders of 2 Business Lessons
- Innovative Methods to Develop Leaders
- Blogging on Business Update from Bob Morris (Week of 6/10/13)
- Leon M. Hielkema: An interview by Bob Morris
- Bronwyn Allen on Keep Getting Better at Conversational Skills – &, Keep Learning
- Bob Morris on The 10,000 Hour Rule is Right! – No, it’s Not! – Yes, It Is!!!
- Monday night we have the Mark Master degree in Richardson. Any companions in the area are welcome to visit. 1 day ago
- Saturday morning is the MEM Degree in Garland upon three candidates from the Sachse Sheer group that I attend. 2 weeks ago
- I am at Richland College today with my ESL class. It meets for 3 hours on T and TH. 2 months ago
- On Tuesday, March 12, I will speak to the Cedar Hill Lions Club about the biography CRONKITE by Douglas Brinkley at 11:30 a.m. 3 months ago
- I just taught the Tom Steely class at FUMC-Garland. Very good people - lots of fun! Join us next Sunday morning. 3 months ago
- Blogging on Business bobmorris.biz 18 hours ago
- Digital State: A book review by Bob Morris bobmorris.biz/digital-state-… 18 hours ago
- How and Why Engagement at Work Derives From Happiness bobmorris.biz/how-and-why-en… 18 hours ago
- "As soon as the cheering stops, the dance of the wounded egos begins." - Phil Jackson, Eleven Rings 13 hours ago
- Leadership Sustainability: A book review by Bob Morris wp.me/pmm68-7FV via @wordpressdotcom 13 hours ago
- Ray Attiyah: An interview by Bob Morris wp.me/pmm68-7FQ via @wordpressdotcom 13 hours ago
Recent visitor count
- 682,292 visits
- Site created and maintained by Dallas website design company bigDwebsites.com