Manipulate the pyramid for your own goals

You can use the technique of moving your message up or down the needs hierarchy to motivate yourself to

reach your own goals, too. Let’s look at an example:

1. Select a goal

Select a target goal for your ad campaign; perhaps one that has been resistant to other approaches you have

tried. In my case, that would definitely be exercising! I know need to do it, and at various times have tried

advertising with some success. However it remains a goal where I have not been able to maintain long-term

success.

It’s worth noting that exercising is not something I want to do. Rather it’s something I need to do. “Need

to’s” are the tough goals, and I believe they are the ones that might profit most by looking to the advertising

industry for help. After all, who really wants to buy laundry detergent?

2. Locate your goal on the needs hierarchy

Where does your target goal naturally fit in the hierarchy of needs? It will often have more than one

location. For example, exercising could be placed on the pyramid in any of these locations:

Self-actualization needs – When I feel my best I can achieve anything I want to!

Esteem needs – I’ll look better and feel better about myself. Others will admire me for my

persistence, discipline, great bod, etc.

Social needs – If I look really buff I’ll attract a hot mate.

Safety needs – It’s good for my health so I’ll live longer.

Physiological needs – I just feel better when I exercise. It’s something my body requires.

He created a simple hierarchy that categorizes the needs of every human being. The hierarchy indicates

that the highest level of achievement is self-actualization. But it also reminds us of the necessity of

maintaining our most vital physical needs.

On a most basic level, we are required to satisfy our needs for food, water, and air. It is only when these

basic needs are met that we can turn our thoughts to higher needs, such as love and acceptance.

As each of these needs is fulfilled, some of us reach a point of restlessness. It is at this point that we begin

to seek higher goals of personal fulfillment. We attempt to grow beyond what we currently are and we strive

to fulfill our highest potential. This is what Maslow termed self-actualization.

It is self-actualization that many of us seek. Achieving this state of fulfillment, however, involves more than

having success in the workplace or the admiration of others. It is a goal that each of us can achieve

through different methods and with drastically different results.

But Maslow was smart enough to recognize the flaws inherent in the natural man. He recognized that we

often obsess about our goals and leave behind other matters which are vitally important.

According to Maslow:

If they [we] are dominated by a higher need, this higher need will seem to be the most important of all. It

then becomes possible, and indeed does actually happen, that they may, for the sake of this higher need,

put themselves into the position of being deprived in a more basic need.

This is exactly what so many of us have done today. We have effectively turned the hierarchy up-side-

down. Whereas human beings once spent a majority of their time in a physically active state of seeking food

and water, these needs are now met as more of an afterthought.

We are irresistibly drawn to fast foods and packaged meals which grant us ever more time to pursue our

lofty goals. We have delegated our diet and our health to companies who specialize in providing

convenience more than providing nutrition. Our sedentary lives are draining us of all of our energy.

maslow's self-actualizing characteristics

keen sense of reality - aware of real situations - objective judgement, rather than subjective

see problems in terms of challenges and situations requiring solutions, rather than see problems as personal complaints or excuses

need for privacy and comfortable being alone

reliant on own experiences and judgement - independent - not reliant on culture and environment to form opinions and views

not susceptible to social pressures - non-conformist

democratic, fair and non-discriminating - embracing and enjoying all cultures, races and individual styles

socially compassionate - possessing humanity

accepting others as they are and not trying to change people

comfortable with oneself - despite any unconventional tendencies

a few close intimate friends rather than many surface relationships

sense of humour directed at oneself or the human condition, rather than at the expense of others

spontaneous and natural - true to oneself, rather than being how others want

excited and interested in everything, even ordinary things

creative, inventive and original

seek peak experiences that leave a lasting impression