Article PDF: 1.6.2 Types of Motivations

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Five rules for understanding the hierarchies of motivation that direct everyone's competitive moves.

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This article describes how strategy seeks to leverage people's motivations, and that can be a challenge. Everyone has a constellation of sometimes competing goals and values inside their head. The body is simple, but the mind is complex. Strategy would be a thousand times simpler if we didn't have to deal with the convolutions of the human brain. One of the most challenging strategic problems is trying to understand what other people want.

Sun Tzu's strategy is allocentric. It focuses on the interests and concerns of others. The rules in

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This article explain how and why we need to focus on the concerns of others and see a situation from their perspective. The problem, of course, is that human beings in general have a complex array of motives, and each person is unique. The problem gets worse when we try to predict the interests of others. Which motives are the most changeable and which are the most stable.