What Makes People Tick

Chris Rose

Description

If you want to communicate effectively with people - especially if you want to persuade them to act - you need to start from where they are, not from where you are. The failure to do this lies at the root of many communications damp squibs, disasters and social conflicts. Knowing about the Three Worlds gives you a head start in getting it right. These invisible 'Worlds' can only be truly revealed by large scale detailed surveys which identify the connections and correlations between attitudes and beliefs. These sets of attitudes and beliefs create three different versions of 'common sense', three distinct ways of seeing the world and of evaluating any offer or ask, any campaign or political idea, any past-time, hobby, social opportunity, any purchase, product or service. Because our place in one world or another is determined by meeting, or not yet having met, unconscious needs - of safety and security or identity, or for esteem of others or self esteem, or for things beyond that such as new ideas, innovations or ethics - we are not ordinarily aware that these worlds exist. This book details, for the first time, how the values mapping system developed by Cultural Dynamics Strategy and Marketing (CDSM), enables us to look beneath the fog of argument and opinion, and cut through the confusion of behaviours being undertaken for different reasons, to lay bare the 'social DNA' which lies beneath and drives much of our individual behaviour, relationships, politics and social dynamics. Based on a hugely detailed model of the UK population, the CDSM model has been statistically calibrated to fit the internationally validated values measurements of Prof Shalom Schwartz at the Hebrew University of Jerusalem. The Three Worlds exist in all countries, and with this book the reader will be able to recognize Settlers, Prospectors and Pioneers wherever they live. Companies and campaigners, from Greenpeace to Shell, from the National Trust to Unilever, from the US Marines to the BBC and from McDonald's to Arsenal Football Club, have used the Three Worlds insights to build strategies that work, in marketing, in environmental change campaigns, in team building and in communications. This book gives examples, principles and guidelines to enable anyone to do likewise.

Sujets

• Sociologie, société et politique
• Cultural studies

Informations

• Publié par: Troubador Publishing Ltd
• Date de parution: 01 septembre 2011
• Nombre de lectures: 0
• EAN13: 9781780889405
• Langue: English
• Poids de l'ouvrage: 2 Mo

Extrait

For years, the RSPB has placed a high value on communications that have the power to inspire people to support our conservation mission. With over a million members, and a need to keep growing to tackle the increasing threats to nature, we have to be able to inspire through mass communications. We tried idea after idea - would some aspects of our work be more appealing than others? Did length or category of membership make a difference? Nothing quite delivered as hoped.
Values modes were a breakthrough for us. We quickly found that we could tell any of our stories - from our rainforest programme to buying a UK nature reserve to a research project - in a way that would be more likely to inspire more people, simply by ensuring we told the story in a way that incorporated the values-based motivational drivers. We found the principles easy to explain and they were readily grasped by staff throughout the RSPB. Values modes are now part of the DNA of the RSPB s communications thinking and have made a significant contribution to our continued success in inspiring over 150,000 new people to join us every year.
Karen Rothwell, Director of Marketing, RSPB
I can now see. Understanding values enabled me to think strategically in a way I never imagined. It will open your thinking and lead to insights that were previously unobtainable.
Richard Turner, former Director of Fundraising, Action Aid
If people are the greatest asset of your business, knowing what makes them tick is invaluable. Values Modes provide a unique and distinctive insight into what motivates people. It assists business leaders in many ways including change communications, designing reward and recognition schemes which will hit the mark, and higher quality coaching conversations.
Hugh Evans, Vice Dean, Henley Business School, University of Reading
Got a strategy? Tick. Tactics? Check. But if leaders don t know how to lead a culture that includes a diversity of values, those goals, missions and strategies tend to stay on the page. Cultural Dynamics method and Values Modes in particular provides the missing ingredient that can facilitate strategic leaders to understand what moves them and others to action. Their approach is novel and gives insight that penetrates the normal surface level and old-wine-in-new-bottles analysis that is so commonly found in the market today. I know Cultural Dynamics intellectual capital works and provides a competitive edge for corporate leaders devising and executing strategy.
Dr. Scott Lichtenstein, Senior Lecturer, St. James Business School
Understanding motivational values will be a key element of future public policy delivery. This book shows you how to do it and comes at just the right time. We have used Values Modes in communities with multiple challenges. It gives you the deep insight you need to make a real difference when budgets are tight.
Jonathan Upton, Chairman, The Campaign Company
Global Cool has found the Values Modes invaluable. Pat and Chris s insights about them have helped us shape a demonstrably powerful and highly differentiated strategy for encouraging low-carbon behaviours. They re also very insightful for understanding charitable giving and thereby recruiting new donors.
Caroline Fiennes, Managing Director, Global Cool Foundation
I ve presented and used Pat s Values Modes work hundreds of times. From Johannesburg to Rio de Janeiro, schoolkids to government Ministers I ve watched as a dawning realisation spreads across people s faces: we re not all the same. And when it comes to sustainability that fact is both the biggest barrier to successful communications, and, just maybe, the key to it. The sustainability movement must learn to recognise, respect, and reach these different typologies. What Makes People Tick? holds out the promise that it s possible to break out of the green niche. If you know who you re talking to.
Solitaire Townsend, Co-Founder, Futerra Sustainability Communications
We know that we are facing significant environmental challenges. We have bags of evidence on the battering that our wildlife and habitats are taking and can see the coming threats. So we need to use every available tool to help us change our behaviours to reduce our impact on this precious planet. This book should be read, not only because it s fascinating, but because it will help environmentalists communicate better.
The insight, backed up with data, that Values Modes provides into the motivations behind human behaviour is invaluable to anyone, whether planning a campaign, running a consultation process, marketing a product or simply interested in understanding social interactions.
Karen Mitchell, Partnership Manager, Natural England
WHAT MAKES PEOPLE TICK
THE THREE HIDDEN WORLDS OF SETTLERS, PROSPECTORS AND PIONEERS
Copyright 2011 Chris Rose
The moral right of the author has been asserted.
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers.
Matador 5 Weir Road Kibworth Beauchamp Leicester LE8 0LQ, UK Tel: ( 44) 116 279 2299 Fax: ( 44) 116 279 2277 Email: [e-mail] Web: www.troubador.co.uk/matador
ISBN 978 1848767 201
British Library Cataloguing in Publication Data. A catalogue record for this book is available from the British Library.
All CDSM Ltd material CDSM Ltd, www.cultdyn.co.uk
Cover and illustrations by Sam Symonds www.samanthasymonds.co.uk M.C. Escher s Three Worlds (p. 234) 2011 appears by kind permission of the M.C. Escher Company - Holland. All rights reserved. www.mescher.com
Typeset in Garamond Pro by Troubador Publishing Ltd, Leicester, UK

Matador is an imprint of Troubador Publishing Ltd
Contents
Review
Author s Introduction
Chapter One
Chapter Two
Chapter Three
Chapter Four
Chapter Five
Chapter Six
Last Words
To my parents and family
Author s Introduction
Other People
This book is about a remarkable system for uncovering human motivations, not just at the level of the individual but amongst groups, even at the level of nation states. It is about how people tick not in one but in three different ways.
Values Modes is not my system, it belongs to a couple of researchers behind a small company called CDSM - Cultural Dynamics Strategy and Marketing. It has been used by organisations from Greenpeace to Shell, from the US Marines to ice cream manufacturers. The reason you probably haven t heard of it is that it doesn t get taught in schools or colleges (it s not academic), it s proprietary (that is, the inner workings are a commercial secret) and until now, there s never been a book about it.
The other people question has pre-occupied philosophers and writers for generations. Nothing , said Mark Twain, so needs reforming as other people s habits . Hell , said Jean Paul-Sartre, is other people . Much of the time other people are simply frustrating. People aren t rational, people seem to want things that we don t think they should, and they change, for no apparent reason. As anyone who has dealt with them will tell you, the public in particular, can seem unreliable and illogical and inconsistent.
Whether it involves friends or family, colleagues at work, customers or the proverbial man on the street , we all have problems with other people . If only they had an ounce of common sense, if only they were as rational as we are, then life would be so much easier, better, more sensible, more enjoyable.
Even so, in daily life, most of us can get along with other people by adopting simple rules of thumb. We must , we may tell our children, make allowances ; or we may try to put ourselves in other s shoes , or, we need to remember, that there s nowt so queer as folk . This works in daily life, and we tend to gravitate to those who think like us, and act most like us: they are our kind of people .
If however, like a public health official, you are trying to persuade a nation to change its smoking habits, or like a politician or campaigner, you are trying to generate consensus to tackle a threat like climate change, or you need to resolve that neighbour dispute, or sell an idea to your boss, or even organise a great day out with something for everyone , then it really matters that you can persuade people. What makes different people tick then becomes vitally important.
I was once a natural scientist but for thirty years, my business has been getting other people to do things. I make my living from devising campaigns, mainly for environment, human rights or other good causes but for all practical purposes, doing much the same things as those employed in marketing, PR and politics , even advertising. I ve provided communications techniques and campaign planning for UN agencies like UNICEF, NGOs like WWF, Friends of the Earth, Amnesty International, Greenpeace, Wildlife Trusts, the National Trust; organisations supporting fathers, and people with drugs problems, and those pursuing freedom of speech. I ve devised consultations and communications for public bodies like the Environment Agency, the Home Office and Natural England, and trained staff from groups like the Open Society Foundations, the Pew Foundation and the chief executives of numerous charities, to the police; have contributed to university courses and had clients ranging from the Law Society to community action groups.
Over time, I ve combed the dark arts of communications, the crafts and sciences of the world of persuasion, and politics and activism, to try and give myself, my causes and my clients the maximum chance