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