Every Company Needs a Good Map

To continue the discussion of the hierarchy of needs, we move to level 3. Like any game or discipline that has levels, the earlier levels must have been met previously. In this case, and for this level, for a company to focus on a specific target customer, that customer must already feel that the earlier, or more basic needs, have been met in their lives. There is no use selling a dessert topping to people who do not have food to eat in the first place. People that are concerned about the safety of their job, home, or life may not be very interested in hearing about joining an organization.

The need to feel a part of a group, to belong, and to feel appreciation, is very strong. People will often work harder, longer, and more effectively, when they feel appreciated at their job. Love, which has a very broad application and diverse definition, is a powerful emotion. In many cases, a person will accept lower pay, substandard living conditions, or even death to feel loved.

Clearly, this need is also used to manipulate and abuse people. It is unfortunate that we all suffer at times because of our strong desires to belong and feel loved. Some of the greatest tragedies have been caused by people or groups that manipulate individuals to do things in the name of group preservation or affection. Suicide-bombers claim that they sacrifice themselves for their love of God or country.

Yet, it can also motivate people to do wonderful things. Mother Teresa, from Albania, was not born into poverty but her love of others inspired her to work most of her life among the poor and unfortunate of India. Even after she won the Nobel Prize with its tidy sum of nearly $1 million she did not retire. Every day, countless people donate time, money, and even a part of themselves (ie. blood or organs), for people they do not even know. Many serve their country for good and proper reasons in and out of the military. 

How does a company properly address this need to grow or position the business... 

Many advertising campaigns are built around the need to be part of the approved crowd. MySpace, Facebook, LinkedIn, and many others like them all use the power of the need to belong and be loved. Recently NBC created a dummy company called Dunder Mifflin Infinity where you can join a branch (group) and be a part of the fan club so to speak. You can be a part of the Pepsi generation (or any of the other groups) , the Saturn family, or a frequent flyer club.

People want to be popular, famous, or admired but they are afraid to step ahead and be embarrassed. While many would like to be trendsetting, they often prefer to follow rather than lead. They wear what the stars or their friends wear. They drive a car that is approved of by their peers (school, club, or at work). They join organizations to be a part of something. That organization can be as formal as a political party, cancer society, or church. Organizations can be as informal as the group that meets at the bar, the fans of a sports team, or just an online chatroom.

If you can create a following, your company becomes more than a supplier of goods. A company that leads a crowd becomes a safe place for that crowd. A business that provides a sense of belonging to its customers also provides comfort and safety. A leader that makes people feel appreciated, desirable, or even loved, can get them to do more, with less, in a shorter time.

Most groups do not form spontaneously, but they are often not forced either. It takes creativity, energy, and devotion to make them grow. It takes a purpose, even a simple one, but usually a common purpose, for people to feel the effort is worth it to join in. It takes people who "walk the walk" and who are not afraid to be singled out. More than anything, it usually takes time.

What have you done to make people, your customers or target customers, feel like they were a part of something? What group did they join when they bought your product? Is it a group to be proud of?