How many of you have wondered what really drives us to buy certain products and

services philologically.
Well its the core human Drives, and thiss what this presentation is all about. Where I
will name and discuss The core human Drives in depth.
I would like to welcome you all to this presentation; My name is Mohammed Shadid,
and this presentation was prepared for doctor Mark Hearn for his 2015 business
communication class.

In this presentation I will go through

I will start with what is the core human drive, in this section; I will defined core
human drive and try to explain more. So, the listner can understand what is core
human drive as definition.
Secondly, I will talk briefly about the founder and author of the concept.
Thirdly, I will start naming the five core humans, and I will support them with
examples, that allow you to get a better picture of core human drive.
In the fourth section, I will talk about products that uses the core human drive, and
how successful theyre just because theyre implanting this concept.
Finally; I will example why its important to understand the core human drives in
everyday business

Drives are subconscious: all people want them at some level almost all of the time;
Core human drives; is the inner driven of every individual-purchase towards products
and services, and how human nature shapes our choices.
Another statement I would like to share is that; If you want to succeed in business, it
pays to understand what people want. Which explain the status of the unconscious
brain buyer , and what sort of motivation is behind his/her purchase, and how could
human nature shapes our choices
People are driven by multiple motivators, thats is also true. So in-order to create a
compelling offer and responsive marketing campaign you need to understand your
customers decision-making processes. This may sound complicated, but it doesnt
have to be. In fact, there are five core human drivers that influence customer
purchasing behavior. the question you should ask (Which of the core human drivers
does your offer connect with?)

Both Professor Paul. R. Lawrence & Professor Nitin Nohria worked together to form
this subject in 2001.
But who theyre?. Well; Paul R. Lawrence, is a sociologist who changed the figure on
how we understand the field of organizational behavior. On the other hand we
have ;Nitin Nohria whos the tenth dean of Harvard business school and he was a
assigned to become a dean on 1 July 2010.

Paul & Nitin, they have brought something new to the business. But, two of them
came from different backgrounds education, however, both of them have the same
interest which is leadership and business.
So both thought it will be very helpful to combine and merge behavior and business
together. From there the two have published a book called (Driven). Where five core
human drives are explained in details.

Lets began here by introducing the five core human drives.

First is the drive to acquire; which is the desire to collect material and immaterial
things. The second one is the drive to bond; where its the desire to be loved and feel
valued in our relationships with others. Then the drive to learn which express the
desire to satisfy our curiosity, and we have the drive to defend which shows; the desire
to protect ourselves, our loved ones and our property as well. Finally the drive to feel
emphasise the desire for emotional experiences like pleasure or excitement.

Drive to acquire is the desire to collect objects as well as

immaterial things, like car, data, old valuable
stuff ,popularity & attention, or Fashionable items or
anything that would be valuable in your prospective. So
that means; inside every human theres always a desire to
own and obtain things that improves our status among
our community.

A good example of business that uses the drive to acquire

are recruitment agencies. For example, assume that
youre looking for candidates to recruit them for your
new established company, then definitely you will need a
number of resumes, and the only way to do that, is by

The drive to bond, is the thing that drive people stay in touch and feel connected with
friends, family, and groups. In order to do this, we need to use the tools that we have
nowadays. Like Facebook and mobiles. Those social media and telecommunication
company's understand this drive very well, they always show us ; no-matter how far
youre: you will always be able to communicate with others. So, they can make money
out of people who uses their services.
As well as restaurant, for instances there are restaurants that adopted the theme of
romance, so loved customers can feel bonded inside this romantic restaurants
atmosphere. Another example is Facebook, where million of peoples on daily basis
are now opening new accounts on Facebook, so they can stay in touch with the ones
they love. and update their status as well. More traffic in the prospect of Facebook
management means extra profit. and finally we have parties and all sort of groups and
communities, who show you that by joining their group you will able to gain some
benefits, where you could meet people with common interest ,ideology, or even with
people who have the same problem as you, who is trying to solve it, like smoking and
alcohol addiction.

The drive to learn, is behind the motivations of our all questions. People ask to learn
more, people ask to expand their base of knowledge, to answer their curiosity, being
aware of whats going on around them, and self development to have brighter career
future.
What drove us all to be in JSU? well clearly its the drive to learn, so we can have
better careers, and what could drive us to read more books? again clearly its the drive
to learn, so we can become more unique among others.

The drive to defend is our natural instinct to defend ourselves, our property, position,
and our health. This doesnt mean that you threaten to fire.
But, the question is why would someone without any future accidents prediction, pay
an insurance-company a certain amount of money for his brand new car. Well; Thiss
exactly the drive to defend. So he can protect him self. Because, people tend to feel
worry about what they have. Most large companies understand this concept very well.
Thats why; whenever you buy an item you get an insurance for one or two years; to
feel secure, safe and defended. On the other hand, Health clubs show you the benefits
of doing sports to maintain a good health status. So they could drive you to defend
your health, as well as to drive to subscribe to their gym, to gain profit and income.

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Finally the drive to feel, is the desire for new sensory stimulus like; intense emotional,
pleasure, excitement, entertainment, and anticipation. like moves, games, concert, and
sporting event.
Thats why we pay money to attend a concert for a rock band that we love.

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Can a product or an offer uses more than one core drive, the answer is yes, this chart
will illustrate four successful products that we use in our daily life.
First product is the smart phones, essentially uses the five core human drives. When
you see a smart phone offer. you be able to acquire an item, you will be able to bond
with people, you be able to learn & feel more from the APP store, and finally you can
extend your warranty to defend the item if purchase is made. Clearly thiss why smart
phones are extremely popular around the glob. Because they fulfill the humans needs.
Automotive, on the other hand, uses three core human drives; like cars for example,
allow us to bond and visit people, allow us to acquire tangible mechanical item, and
finally the grantees we get from the car-dealers allow us to feel comfortable and
defend.
Social Media, uses two core humans drive, with social Media you able be able to stay
connected and boned with the entire world. As well as the drive to feel and the
pleasure of a friendly website thats designed for the easy of use.
Finally, Insurance; uses the drive to defend purely and strongly , thats why theres
always demand for insurance.

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Why its important to understand the core human drives, well because basically. it will
help your business to grow in major path, where it opens the doors for us to
understand why customers are purchasing from us, and how we can improve our over
all offer, and relate them to the core humans drive.

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In this presentation I have spoke and covered the following;

Whats the (Core Human Drives).
The author and the founder of concept.
Naming the five core of human drives
Product that uses the core humans drives.
Why its important to understand the core human drives in every business.
Before I end this presentation; I would like to thank everyone for taking the time to
listen to this presentation.
Thank you in advanced.

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