UnSelling: The New Customer Experience

Chapter 14Motivation

We can't understand where we're aiming without looking at the why—and that's where motivation comes in. Motivation is important because the why of each decision we make can shape every step. Some brands will never stand a chance with certain customers because of the why. Groups motivated by religious values, for example, may make purchase decisions entirely based on this why—no matter how high quality a product or service or what kind of experiences they create. They will seek out brands that support their values and disregard those that don't. Environmentally conscious companies bank on the motivation of the customers, focusing marketing on a set of shared values and expectations. Industries affected by government policies or pressures from international trade create incentives and policy to encourage companies to make certain decisions about manufacturing. Entirely new industries come to life over motivations for better health and well-being. Do you remember the gluten-free product industry from 10 years ago? Neither do I.

Here are some examples of possible customer motivations:

• I want to make a choice that corresponds with my values about health and well-being.
• I want to make a choice that will make me feel good about my spending and allow me to save money for other purchases.
• I want to make a choice that all my friends are making.

And some company motivation examples:

• We want to make a choice that will set us apart as the best product in our industry. ...