{"id":1330,"date":"2023-06-21T21:40:40","date_gmt":"2023-06-21T21:40:40","guid":{"rendered":"https:\/\/illuminated-text.com\/cb\/?p=1330"},"modified":"2023-12-06T14:14:38","modified_gmt":"2023-12-06T14:14:38","slug":"conclusion-to-motivation","status":"publish","type":"post","link":"https:\/\/illuminated-text.com\/cb\/conclusion-to-motivation\/","title":{"rendered":"Conclusion to Motivation"},"content":{"rendered":"\n

Remember out mystery to start this chapter?<\/p>\n\n\n\n

Why was my dad excited to buy these things?<\/p>\n\n\n

\n
\"A<\/figure>\n<\/div>\n\n\n

Let’s do a little laddering, shall we?<\/p>\n\n\n\n

Why does he like them? <\/p>\n\n\n\n

Because they work well, he said.<\/p>\n\n\n\n

Why does that matter?<\/p>\n\n\n\n

Well, vacuuming is hard work. You have to haul this big heavy thing around with you, shoving it around every corner of the floor, pushing your furniture around too. It’s really quite nice to have something that is a bit lighter, rolls a bit more smoothly, and has enough suction to pick everything up in one pass.<\/p>\n\n\n\n

Why does that matter? (we warned you that laddering interviews feel very repetitive, right?)<\/p>\n\n\n\n

Well, um, ah (the people you are interviewing often struggle to make it through them as well). Look, you need to clean your house. It gets dirty and messy. And with a good vacuum you can much more easily transform it into a nice clean house.<\/p>\n\n\n\n

<\/p>\n\n\n\n

So… let’s put it together: cleaning your floors is an important but somewhat difficult thing that you have now gained some ability to do more easily. Your environment is no longer as overwhelming, because you have gained some control over it.<\/p>\n\n\n\n

Go back and look at your notes… does that sound like any of our needs?<\/p>\n\n\n\n

…<\/p>\n\n\n\n

Is that the answer you gave at the start of this chapter?<\/p>\n\n\n\n

Is it where you started laddering?#up<\/p>\n\n\n

\n
#down. Like we said earlier, going through a good laddering interview can be like therapy. You can end up learning quite a bit about yourself<\/pre>\n<\/div><\/div>\n\n\n
A short coda, In which I put this idea to him<\/h5>
\n
On a later visit, I told him about this analysis of why he liked buying vacuums.<\/p>\n\n\n\n
He listened while I worked through laddering, and higher-level goals, and need satisfaction, and then he thought about it all for a fraction of a second, and gave his response:<\/p>\n\n\n\n
“No,” he said. “They just work well”.<\/p>\n\n\n\n
So there you have it! <\/p>\n\n\n\n
Do you believe him, or do you believe me? You will have to decide that for yourself.<\/p>\n<\/div><\/div>\n\n\n\n
If you are looking for a little extra<\/h5>\n\n\n\n
Here is a free episode<\/a> from the Podcast “Everyone Hates Marketers” which interviews a famous marketer called Seth Godin. Nobody in this episode says the word “motivation” or “goals” or “needs” or “applied consumer psychology” – neither of them are academics, but they both get these things in a deep<\/strong> and very very applied way (with truly excellent examples too). Give it 40 minutes (even just the first 26), and there is much marketing enlightenment to be found.<\/p>\n","protected":false},"excerpt":{"rendered":"
An answer to our opening mystery<\/p>\n","protected":false},"author":1,"featured_media":178,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"chapter":[4],"exclude_from_index":[15],"class_list":["post-1330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","chapter-2-motivation","exclude_from_index-exclude-from-index"],"_links":{"self":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1330","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/comments?post=1330"}],"version-history":[{"count":5,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1330\/revisions"}],"predecessor-version":[{"id":2066,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/posts\/1330\/revisions\/2066"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media\/178"}],"wp:attachment":[{"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/media?parent=1330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/categories?post=1330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/tags?post=1330"},{"taxonomy":"chapter","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/chapter?post=1330"},{"taxonomy":"exclude_from_index","embeddable":true,"href":"https:\/\/illuminated-text.com\/cb\/wp-json\/wp\/v2\/exclude_from_index?post=1330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}