A new book called “Drive” by Dan Pink challenges us to rethink what really motivates us.

In a nutshell, simple mechanical tasks can be encouraged with rewards such as money. A factory worker who assembles items repeatedly may respond very positively to cash bonuses for quality or quantity goals achieved.

Yet, as tasks become more complex and require more cognitive thinking, rewards such as money have less and less  impact.  Knowledge workers seem to respond less to monetary incentives when solving problems or creating products. The rewards for these more sophisticated efforts are more intrinsic or even ethereal such as a sense of purpose or meaning.

Go figure. Maybe that explains blogging?

Be sure to view this video:

John Bradley Jackson

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    • Greg,

      Satisfied customers change providers all the time. They say they are happy but they will still switch under the right circumstances. Loyal customers cannot be lured with a lower price or nifty new features. Loyal customers have one unique characteristic: they actually refer your product or service to others. More than just talk, they actually do it.

      Thus, figure out who is actually loyal and why. Then focus your marketing mix on people with those attributes.


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