Personal MBA: Core Human Drives

Personal MBA: Core Human Drives

In “Personal MBA,” Josh Kaufman outlines five “core human drives,” that motivate the decision we make:

  1. The Drive to Acquire. The desire to obtain or collect physical objects, as well as immaterial qualities like status, power, and influence.
  2. The Drive to Bond. The desire to feel valued and loved by forming relationships with others, either platonic or romantic.
  3. The Drive to Learn. The desire to satisfy our curiosity.
  4. The Drive to Defend. The desire to protect ourselves, our loved ones, and our property.
  5. The Drive to Feel. The desire for new sensory stimulus, intense emotional experiences, pleasure, excitement, entertainment, and anticipation.

Austrian economics tells us that individuals act with purpose to achieve specific goals. This element of behavioral psychology gives some really cool insights into some of the reason why certain goals might be important to people. It’s still up to the individual to decide how they go about fulfilling these drives, and that is where the entrepreneur comes in. The clearer and more persuasively the entrepreneur proposes to fulfill one or more of these drives, the more people will be willing to buy what he or she is selling.

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