DESIRE!
UX Magazine had an interesting post today,"Desire is a Universal Language". Take a ways from the article:
- "Half of our waking cognition is purely unorganized, emotional thought". Desires play a much greater role than rationale in all activities including decision making.
- "Dr. Steven Reiss, an Emeritus Professor of Psychology at The Ohio State University studying intrinsic motivation, has identified 16 basic desires that guide almost all of our meaningful behavior."
- Brands that engage one of these basic desires make more powerful connections with customers, e.g. desire for knowledge explains the popularity of the Discovery Channel.
- "We make decisions based on predictions of pleasure", the satisfaction of desire.
- "Once we establish the pleasure–desire relationship ... create the symbolic language that helps people predict the pleasure of using a product or service".
- "We can design in desire, forming powerful and often intangible connections between a brand and the people it serves.
The intrinsic motivation of desire(s) for the customer serves as the universal theme that may enable design, engineering and sales and marketing to share a universal product vision. Every business decision would revert back to whether it enhanced the motivation or desire of the customer. Such an approach would perhaps simplify the use of value creation-value capture framework.
