Playing with the psychology, rather than trying to control it .

Ask me for a modern day mantra for success, & I would tell you that it is — 'Playing with the psychology of the people !' ( Of course, not unethically ). People being at the centre of anything and everything nowadays, playing with their psychology in order to make them believe what you believe has become more than just crucial to fetch success . Majorly, an entrepreneurial success .
It's since few decades now that the corporate world has misunderstood 'playing with peoples psychology' with 'controlling peoples psychology' & that is where, I believe, it's all been going wrong . Even a school going lad doesn't like being controlled, because his inner conscious mind associates it with someone elses dominance over him . And the same deliberately goes with the buyers, or for that matter, our targets thoughts .
Now let me tell you that there's a pattern . An amazingly flabbergasting pattern of mindfully playing with the psychology of the target . And as it turns out, it says that all the great and inspiring leaders and organizations in the world, whether it's Apple Inc., Mahatma Gandhi or the Wright brothers — think, act and communicate in the exact same way, which is completely opposite to everyone else !

The 'Why ?-How ?-What ?' Pattern
( shown below in the manner of what I call a golden circle )



Now let us quickly see what this pattern exactly means .

  • WHAT - Every single person and every single organization on the planet knows WHAT they do . Almost 100% !
  • HOW - Some people & organizations know HOW they do it . Whether they call it their differentiated value proposition or their proprietary process or their USP or anything !
  • WHY - A very few people or organizations know WHY they do what they do . & by WHY, I don't mean "to make profit" . Here, it's about the result, the purpose, the cause & the belief ! It's about 'Why does their organization exist ?', 'Why do they get out of the bed in the morning ?' & 'Why should anyone care ?' ...

All the ordinary organizations, think act and communicate in an 'outside in' ( into the circle ) pattern .
Simply, in the 'What ?-How ?-Why ?' pattern . Now it's obvious, that every ordinary individual or organization will go from the clearest thing to the fuzziest one .
BUT,
the inspired leaders & the inspired organizations, regardless of their size & industry, all think, act and communicate from the inside out pattern .
i.e. In the 'Why ?-How ?-What ?' pattern !

Let us deal with an example here .

IF APPLE INC. WOULD'VE BEEN LIKE EVERYONE ELSE ...
A marketing message from them would've sounded something like this :

( What - ) We make great computers .
( How - ) They're beautifully designed, simple to use & user friendly .
( Why - not specified ) 
Wanna buy one ?

So uninspiring, isn't it ?

Now here's how APPLE INC. actually communicates :

( Why - ) Through everything we do, we believe in challenging the status quo . We believe in thinking differently .
( How - ) & the way we challenge the status quo, is by making our products beautifully designed, simple to use & user friendly .
( What - ) We just happen to make great computers !
Wanna buy one ?

That definitely changed your perspective, didn't it ?

So, in general, just reversing the order in which you think, act & communicate brings in a huge difference . For the way Apple Inc. thinks, acts & communicates with its target customers, makes them believe in its very purpose . Clearly, we can conclude that people don't buy what you do, people buy why you do it !

                                                                                                                               - Ajinkya Patil

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