Every Company Needs a Good Map

Today I want to address an area of need, using the Maslow Hierarchy of needs discussed previously; Safety. The majority of people in what are called first world countries do not lack for food, water, shelter, or warmth. That is not to say that everyone has these basic needs fulfilled but the majority. That we all have a responsibility to help those that do not is a topic for another time and another place.

The safety need has many aspects from physical to emotional. We may feel a slight sense of insecurity in the dark because we cannot see very well. We may feel insecure if we do not feel some sense of control over the situation we are in. Relationships are both the cure and cause of fear in our lives. Change often spurs feelings of insecurity. 

Safety is a very important need and one that can be used effectively when promoting a product, building a corporate image or raising money to start a business... 

If you look at a great deal of the advertising spin today you will see that it plays on our needs. The majority appeals to our need for security or safety. There are the obvious OnStar commercials, which highlight having a 24 hour friend in the sky who can summon help at the push of a button or accident. There are the subtle or even imagined incremental increases in safety or security from using the right deodorant or having the right look.

In some cases, our sense of fear about losing a job, friend, or investment opportunity is appealed to. More often our deep fear of harm is highlighted. Do we have the right alarm system? Are you taking the best or correct medicine to prevent an illness? Is the lock on your car, bike, or home adequate? 

Just as with the basic needs, your staff or business partners are also driven by safety concerns. Fear over losing a job, failure, or just making mistakes can often cause people to be timid or overly adverse to risk. It can also make confrontations about behavior more difficult. This is why the authors of Crucial Confrontations advocate reducing or if possible removing fear as early as possible in the conversation.

As you consider what you offer to your customers, think about what fears drive them. Can you appeal to one of more of their fears in a proper and appropriate manner? Can you provide a way that they can feel an increased security about their home, identity, possessions, or life? An appeal to fear can create a negative association with your company or product. You don't want to scare people into buying what you sell from someone else.

What safety fear do you appeal to?