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Episode 110 of 134

[Special Episode] The Mindstate Marketing Hour #26 with Will Leach - The ROI Online Podcast Ep. 110

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The ROI Online Podcast
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In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally p
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In this weekly episode* of the Mindstate Marketing Hour, host Steve Brown of ROI Online, interviews Will Leach, author of Marketing to Mindstates, founder of Triggerpoint, and CEO of the Mindstate Group on why focusing on customers emotions and mindstates is key to successful marketing.*Originally produced as a Livestream videoMindstate Group free resources: https://www.mindstategroup.com/resourcesInterested in getting more Marketing to Mindstates content?Read Will's book: Marketing to MindstatesCheck out their website: https://www.mindstategroup.com/Follow Will on LinkedIn, Twitter, FacebookNeed real resources that will help you grow your business? Grab your FREE business growth stack resources here!https://thegoldentoilet.com/resourcesThinking of starting your own podcast? Buzzsprout’s secure and reliable posting allows you to publish podcasts online. Buzzsprout also includes full iTunes support, HTML5 players, show statistics, and WordPress plugins. Get started using this link to receive a $20 Amazon gift card and to help support our show!Support the show (https://cash.app/$stevemfbrown)
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number six the hardest one. I think for many people to do, and it's hard for me to you guys, you have to provide closure. So achievers, people who are success driven need to have closure or they're constantly running the marathon and nobody nobody wants to constantly run the marathon. They want to cross the finish line because when they break through the finish line, they're able to reach their hands in victory. Say, I did it, they get that's when they get the most endorphins. So you have to have closure. So I know a lot of times that we try as coaches out there or as consultants that were maintaining projects. We're always adding on something we're always trying to maintain. This thing realized that there has to be closure. Now that doesn't mean that after closure, you can't work with me. But there has to be a moment where something is delivered and you can wipe your hands and say that projects done. Now would you like to go to the next level? Now? Would you like to work on something again? But you can't. Somebody who desire success needs to know that they actually accomplished something. They have to get the trophy. They have to run through the finish line, so provide closure. And so imagine again, there's closure in final. I mean, in basketball, right? There is a game. The game. The bracket ends when the last two teams standing play. And then there's a national champion that is closure. That's when anyone who's playing the brackets, that winner gets the highest elevation, right? Yeah, and then it's over. They don't keep going. Okay for next year. Now let's fill your brackets and let's talk about next year's game. It's over. That's you got to think about you that even though it feels probably a little bit foreign for many people because you want to put people on a payment plan and you want to put people into some sort of a loyalty program or whatever. But for an achiever, they need to know something ended and that they actually reached that goal. So recognize that by closing things off
right number six. The hardest one, I think for many people to do, and it's hard for me to you guys, you have to provide closure. So achievers, people who are success driven need to have closure or they're constantly running the marathon and nobody Nobody wants to constantly run the marathon. They want to cross the finish line because when they break through the finish line, they're able to reach their hands in victory. Say, I didn't they get That's when they get the most endorphins, so you have to have closure. So I know a lot of times that we try as coaches out there or as consultants that were maintaining projects. We're always adding on something we're always trying to maintain. This thing realized that there has to be closure. Now that doesn't mean that after closure, you can't work with me. But there has to be a moment where something is delivered and you can wipe your hands and say that projects done. Now would you like to go to the next level? Now? Would you like to work on something again? But you can't. Somebody who desire success needs to know that they actually accomplished something. They have to get the trophy. They have to run through the finish line, so provide closure. And so imagine again, there's closure in final. I mean, in basketball, right? There is a game. The game. The bracket ends when the last two teams standing play. And then there's a national champion that is closure. That's when anyone who's playing the brackets, that winner gets the highest elevation, right? Yeah, and then it's over. They don't keep going. Okay for next year. Now let's fill your brackets and let's talk about next year's game. It's over. That's you got to think about you that even though it feels probably a little bit foreign for many people because you want to put people on a payment plan and you want to put people into some sort of a loyalty program or whatever. But for an achiever, they need to know something ended and that they actually reached that goal. So recognize that by closing things off
What's number four will? Yes. So this is like a tender. You want to make sure that they are aware that they've reached important milestones, right? The graduation. It's number five, which is overcoming and otherwise difficult obstacle. Thank you, Steve. I can't come up with you. I can't come up with another idea. What? Or B? So you want to make sure I love the obstacles I think are important for an achiever. Um, in fact, so much so that a year ago I was when I was studying achievement motivation, I was really focused on obstacles because I know that it's important for people to overcome obstacles. And so therefore, you need to make sure that your customers feel somewhere in your somewhere in the in the relationship with you that an obstacle was met and was overcome because you enabled that. Now you didn't solve it for them. We talked about this before. You can't solve the problem for someone who's driven by success. You can enable them so that they can solve it for themselves. So how do you show them? A potential obstacle is coming up so they can prepare. And then how do you enable them. How do you do something that helps them get over that obstacle? And sometimes you know what customers do or you know what companies do this. The way they do this is that they give time limits to their program. So I have a class I teach at Texas A and M, and it is a 10 week course. So the obstacle is you have to get through each week, a certain number of required assignment. You have to read portions of my book. You have to do some activities to get to the next week, to get to the next week to get the next week. Those obstacles Now I enable that by having office hours to coach my students that are taking the course. I also provide reading materials. I give them plenty of time, but I tell them, and it's very clear. We give grades, and every week I give grades, and sometimes people don't reach the milestone. There's an obstacle, like Gotthard or whatever I say. You know what? I'm gonna help you. Let's get on a phone call. Let's talk about your business a little bit so they can overcome that barrier. So barriers exist. I'm not suggesting you necessarily put the barrier in there, but give people a time limit. Give people something so that they can. They know that, yes, it's going to take a little extra effort to get to the next level. And if you do that, they're going to feel more successful. You're not just spoon feeding them.
just focused. So what's number four will? Yes. So this is like the tender. You want to make sure that they are aware that they've reached important milestones, right? The graduation. It's number five, which is overcoming and otherwise difficult obstacle. Thank you, Steve. If I can't come up with you, I can't come up with another idea. What? Or B. So you want to make sure I love the obstacles I think are important for an achiever. In fact, so much so that a year ago I was when I was studying achievement motivation, I was really focused on obstacles because I know that it's important for people to overcome obstacles. And so therefore, you need to make sure that your customers feel somewhere in your somewhere in the in the relationship with you that an obstacle was met and was overcome because you enabled that now you didn't solve it for them. We talked about this before. You can't solve the problem for someone who's driven by success. You can enable them so that they can solve it for themselves. So how do you show them a potential obstacle is coming up so they can prepare and then How do you enable them? How do you do something that helps them get over that obstacle? And sometimes you know what customers do or you know what companies do this. The way they do this is that they give time limits to their program. So I have a class I teach at Texas A and M, and it is a 10 week course. So the obstacle is you have to get through each week, a certain number of required assignment. You have to read portions of my book. You have to do some activities to get to the next week, to get to the next week to get the next week. Those are obstacles now. I enable that by having office hours to coach my students that are taking the course. I also provide reading materials. I give them plenty of time, but I tell them, and it's very clear. We give grades, and every week I get grades, and sometimes people don't reach the milestone. There's an obstacle life, Gotthard or whatever I say. You know what? I'm gonna help you. Let's get on a phone call. Let's talk about your business a little bit so they can overcome that barrier, so barriers exist. I'm not suggesting you necessarily put the barrier in there, but give people a time limit. Give people something so that they can. They know that, yes, it's going to take a little extra effort to get to the next level. And if you do that, they're going to feel more successful. You're not just spoon feeding them.
what's number three will. So we're covering the seven steps to psychologically connect with success. Focus, people and number three. That's right. So first you help them set firm, distinct goals. And then secondly, you're gonna help enable them with their unique capabilities. The third thing is, as they're going through your program, your service, whatever it is that you're offering, help them or help increase leveling and subsequent rewards while using your brand while interacting with you. So somebody that desires success needs to know that they're making progress. It's a psychological desire that we have. So what do you do as you're engaging with you? Make sure that you are increasing the numbers of times that you allow them to level up. So if you're in the gaming industry, right, if your kids gain, you know how important it is. At least my son comes down once every couple of days and says I reached a B minus on spittoon or I reached level five on this. Why is why does he tell me that? Because that is a significant achievement in his life. He wants to come down and tell me that. So what? I'm telling you to do is, rather than just saying you have a starting point and an endpoint with my program, not with the success of the person you want to have a starting point level one, level two, level three, level four end point and I don't know how many levels you want to give them, but realize that every time they level up, you've given that endorphin. You've given them that little bit of pride because they were able to achieve something. So increase those numbers of levels. Um, and even if it's something that's a minor level up, that feeling of getting to that next level will inspire them to maintain the relationship with you. Excellent. That makes so much sense to me. I'm just thinking about how we could tweak our service is a little bit to offer that leveling up. Okay, at least at least to obviously call it out. We haven't built in, but we just don't name it. That's right, and that's where that fourth step that I came up with It's not just enough to increase the levels. You have to name it right so that people are aware of what level they're at and that there is an important milestone that has been met. So it's not just saying you got to the next level. No, your level is a level better than the level you're on. This is why we do the classic. You're a bronze package silver package, gold package, platinum package. Why do you do that? Because you know that every level is slightly harder to get to, and there's more prestige and difficulty to actually get to it, right? So making sure that that milestone is people are aware of that milestone and that that milestone reflects a boy better level. And you can do that with so many different words. I mean, even if level 12345 that works fine. Because you know, too, is bigger than one and three is bigger than two. Or if it's, you know, Bronze, Silver Gold or anything like that, it's all fine. But you just want to increase that kind of esteem. I guess if you if you want to think about it the feeling of pride and that comes with showing that that next level is better than the one before. Well, so that makes sense because we we take so many courses, we go through, uh, classes in university or whatever, and you know when you're leveling up, I mean, it's naturally built in, but they're not saying Look, we're showing you your leveling up. You're just experiencing you graduated. The milestone is you graduated. The next thing I think about in the Final Four brackets, right? As you're looking at the final Four every couple of days, you're seeing yourself move up and you know that you're getting these points and you know that the points every time you get through, whether it's from 64 to 30 to 32 16, you know where you stand and it's really important when your teams finally get bumped out, like mine will probably by end of next week. You know, I don't usually do really well in the bracket. I know that I didn't make it, But all those people that get to the Final Four every couple of days they realized they went to the next level. They went from the 16. I'm sorry they went from, you know, the 64 to 32 to the sweet 16 to elite eight. So those moments like the very fact that they're calling them elite eight. That is a leveling up. It's telling those people that are still in that bracket that they're better than all the smells like me who got knocked out in 32.
customers. So what's number three will? So we're covering the seven steps to psychologically connect with success. Focus people and number three. That's right. So first you help them set firm Justin goals, and then secondly, you're gonna help enable them with their unique capabilities. The third thing is, as they're going through your program, your service, whatever it is that you're offering, help them or help increase leveling and subsequent rewards while using your brand while interacting with you. So somebody that desires success needs to know that they're making progress. It's a psychological desire that we have. So what do you do as you're engaging with you? Make sure that you are increasing the numbers of times that you allow them to level up. So if you're in the gaming industry, right, if your kids gain, you know how important it is. At least my son comes down once every couple of days and says I reached a B minus on spittoon or I reached level five on this. Why is why does he tell me that? Because that is a significant achievement in his life. He wants to come down and tell me that. So what? I'm telling you to do is, rather than just saying you have a starting point and an endpoint with my program, not with the success of the person you want to have a starting point level one, level two, level three, level four end point and I don't know how many levels you want to give them, but realize that every time they level up, you've given that endorphin. You've given them that little bit of pride because they were able to achieve something. So increase those numbers of levels. Um, and even if it's something that's a minor level up, that feeling of getting to that next level will inspire them to maintain the relationship with you. Excellent. That makes so much sense to me. I'm just thinking about how we could tweak our service is a little bit to offer that leveling up at least at least to obviously call it out. We haven't built in, but we just don't name it. That's right, and that's where that fourth step that I came up with, It's not just enough to increase the levels. You have to name it right so that people are aware of what level they're at, and that there is an important milestone that has been met. So it's not just saying you got to the next level. No, your level is a level better than the level you're on. This is why we do the classic. You're a bronze package silver package, gold package, platinum package. Why do you do that? Because you know that every level is slightly harder to get to, and there's more prestige and difficulty to actually get to it, right? So making sure that that milestone is people are aware of that milestone and that that milestone reflects a boy better level. And you can do that with so many different words. I mean, even if level 12345 that works fine. Because you know, too, is bigger than one and three is bigger than two. Or if it's, you know, Bronze, Silver Gold or anything like that, it's all fine. But you just want to increase that kind of esteem, I guess if you if you want to think about it the feeling of pride and that comes with showing that that next level is better than the one before. Well, so that makes sense because we We take so many courses, we go through, uh, classes in university or whatever, and you know when you're leveling up, I mean, it's naturally built in, but they're not saying Look, we're showing you your leveling up. You're just experiencing you graduated. The milestone is you graduated. The next thing I think about in the Final Four brackets, right? As you're looking at the final Four every couple of days, you're seeing yourself move up and you know that you're getting these points and you know that the points every time you get through, whether it's from 64 to 30 to 32 16, you know where you stand and it's really important when your teams finally get bumped out, like mine will probably by end of next week. You know, I don't usually do really well in the bracket. I know that I didn't make it. But all those people that get to the Final Four every couple of days they realize that they went to the next level. They went from the 16. I'm sorry they went from, you know, the 64 to 32 to the sweet 16 to elite eight, So those moments like the very fact that they're calling them elite eight. That is a leveling up. It's telling those people that are still in that bracket that they're better than all the smells like me who got knocked out in 32.
access focus customers. So what's number three will? So we're covering the seven steps to psychologically connect with success. Focus people and number three. That's right. So first you help them set firm, distinct goals. And then secondly, you're gonna help enable them with their unique capabilities. The third thing is, as they're going through your program, your service, whatever it is that you're offering, help them or help increase leveling and subsequent rewards while using your brand while interacting with you. So somebody that desires success needs to know that they're making progress. It's a psychological desire that we have. So what do you do as you're engaging with you? Make sure that you are increasing the numbers of times that you allow them to level up. So if you're in the gaming industry, right, if your kids gain, you know how important it is. At least my son comes down once every couple of days and says I reached a B minus on spittoon or I reached level five on this. Why is why does he tell me that? Because that is a significant achievement in his life. He wants to come down and tell me that so What I'm telling you to do is, rather than just saying you have a starting point and an endpoint with my program, not with the success of the person you want to have a starting point level one level two, level three, level four end point and I don't know how many levels you want to give them, but realize that every time they level up, you've given that endorphin. You've given them that little bit of pride because they were able to achieve something. So increase those numbers of levels. Um, and even if it's something that's a minor level up, that feeling of getting to that next level will inspire them to maintain the relationship with you. Excellent. That makes so much sense to me. I'm just thinking about how we could tweak our service is a little bit to offer that leveling up at least at least to obviously call it out. We haven't built in, but we just don't name it. That's right, and that's where that fourth step that I came up with, It's not just enough to increase the levels. You have to name it right so that people are aware of what level they're at and that there is an important milestone that has been met. So it's not just saying you got to the next level. No, your level is a level better than the level you're on. This is why we do the classic. You're a bronze package silver package, gold package, platinum package. Why do you do that? Because you know that every level is slightly harder to get to, and there's more prestige and difficulty to actually get to it, right? So making sure that that milestone is people are aware of that milestone and that that milestone reflects a boy better level. And you can do that with so many different words. I mean, even if level 12345 that works fine. Because you know, too, is bigger than one and three is bigger than two. Or if it's, you know, Bronze, Silver Gold or anything like that, it's all fine. But you just want to increase that kind of esteem. I guess if you want to think about it, the feeling of pride and that comes with showing that that next level is better than the one before. Well, so that makes sense because we We take so many courses, we go through, uh, classes and university or whatever, and you know when you're leveling up, I mean, it's naturally built in, but they're not saying Look, we're showing you your leveling up. You're just experiencing you graduated. The milestone is you graduated. The next thing I think about in the Final Four brackets, right? As you're looking at the final Four every couple of days, you're seeing yourself move up and you know that you're getting these points and you know that the points every time you get through, whether it's from 64 to 30 to 32 16, you know where you stand and it's really important when your teams finally get bumped out, like mine will probably by end of next week. You know, I don't usually do really well in the bracket. I know that I didn't make it. But all those people that get to the Final Four every couple of days they realize that they went to the next level. They went from the 16. I'm sorry they went from, you know, the 64 to 32 to the sweet 16 to elite eight, So those moments like the very fact that they're calling them elite eight. That is a leveling up. It's telling those people that are still in that bracket that they're better than all the smells like me who got knocked out.
right. So the very first thing guys you've got to think about is you have to help your customers set firm distinct goals for themselves and help them compare themselves to others. So, you know, I'm gonna kind of use the bracketology and March Madness and filling out your brackets. You know, as kind of It's kind of a thing that, really people are really focused on success, and they get they just love the passion of, like, filling out that bracket and and seeing their teams kind of make it through the final get to the Final Four. Let's kind of put it in that domain, right? So helping them set firm distinct goals so they can be compared against others. That's exactly what the first part of when you're filling out your bracket does right. You're going through 64 teens and you're trying to go through in your in your scenario planning which out of those 64 which four teams are finally going to get to the Final Four? Which two teams are gonna get to the finals and then finally, that first? So it's really important that you help them. Your customers set those goals right, because people who desire success want to know that they're going to reach a goal. And sometimes we don't always know what our goal is to help your clients set those goals for themselves. But then there are always winners and losers and achievement. Not everybody wins when you're in this mind state. And they know that people who are driven by success no this. So they have to be able to compare themselves to rank themselves against other people so they know where they compare. So there are not Everybody gets a trophy. When you're in this world, there are winners and losers. You need to distinguish between the two. Yeah, So I'm sitting here thinking while you're talking about it, it's like, How do you do that with a customer? You don't wanna run off right? You want you want to have that potential failure or way to measure them? How do you do that within that relationship? Yeah, it's a hard question. I think there's a nice little balance there, Steve. I think that you have to give the barrier and sometimes when you can't overcome that barrier, if your success driven, then yeah, I get a little bit pissed, but I think that somebody is driven by that success. They need to know that you tried everything you could do to help them get over that barrier. But ultimately, their success driven, these people will they will see themselves as the reason why they didn't reach that goal. In almost all cases, as long as you're doing your job, you're gonna be fine. So because they take it, they take that pride knowing that they're the ones who are driven. They have the perseverance, so just give them the tools that they require to help them maintain. If they fall down, they will. They won't. They won't hold you accountable for that. So there's I'm just thinking. So if you on board them and you're working through a process, we could establish clear goals that would align them to help us make progress. Make that account be more successful, agree? We're gonna talk about that. We have to show that progress with levels and badges and things like that. We'll talk about in a second. So, you know, that second thing is here is people who are driven by success, believe and they probably have extraordinary abilities and skills that they're driven by success, that great salesperson, that great employee, maybe a student out there that's driven to get straight A's. They want to apply their extraordinary abilities to reach their goals. So how can you help them apply? That is all about the programs you offer the services you offer that take the best qualities that that customer has. It helps them apply those qualities. So I think about it in those brackets again, right? If you're filling out your Final Four, one of the coolest things about doing that is being thinking that you're clairvoyant enough to figure out the upset right, And that's what's happening today and tomorrow. It's always those people right now are going. The number 16 team is going to upset the number one team, which never happens guys, by the way, that very rarely happens. But we all think that we have that clairvoyance that we know under these conditions, that number 14 team is going to lose or I'm sorry it's going to win, so you have to actually allow people to create systems and programs that recognize they have a unique ability and then help them apply that unique ability, and that actually could be the hardest part of what we do. Actually, Steve, because as business people again, we try to solve our customers' problems. When people are hyper focused on success, you have to enable them to beat. There are two to overcome their barriers to make progress on their goals, so you have to create systems that enable them as opposed to doing the work for them.
right. So the very first thing guys you've got to think about is you have to help your customers set firm distinct goals for themselves and help them compare themselves to others. So, you know, I'm gonna kind of use the bracketology and March Madness and filling out your brackets. You know, as kind of It's kind of a thing that, really people are really focused on success, and they get they just love the passion of, like, filling out that bracket and and seeing their teams kind of make it through the final get to the Final Four. Let's kind of put it in that domain, right? So helping them set firm distinct goals so they can be compared against others. That's exactly what the first part of when you're filling out your bracket does right. You're going through 64 teens and you're trying to go through in your in your scenario planning which out of those 64 which four teams are finally going to get to the Final Four? Which two teams are gonna get to the finals and then finally, that first? So it's really important that you help them. Your customers set those goals right, because people who desire success want to know that they're going to reach a goal. And sometimes we don't always know what our goal is to help your clients set those goals for themselves. But then there are always winners and losers and achievement. Not everybody wins when you're in this mind state. And they know that people who are driven by success no this. So they have to be able to compare themselves to rank themselves against other people so they know where they compare. So there are not Everybody gets a trophy. When you're in this world, there are winners and losers. You need to distinguish between the two. Yeah, So I'm sitting here thinking while you're talking about it, it's like, How do you do that with a customer? You don't wanna run off right? You want you want to have that potential failure or way to measure them? How do you do that within that relationship? Yeah, it's a hard question. I think there's a nice little balance there, Steve. I think that you have to give the barrier and sometimes when you can't overcome that barrier, if your success driven, then yeah, I get a little bit pissed, but I think that somebody is driven by that success. They need to know that you tried everything you could do to help them get over that barrier. But ultimately, their success driven, these people will They will see themselves as the reason why they didn't reach that goal. In almost all cases, as long as you're doing your job, you're gonna be fine. So because they take it, they take that pride knowing that they're the ones who are driven. They have the perseverance, so just give them the tools that they require to help them maintain. If they fall down, they will. They won't. They won't hold you accountable for that.
So tell me, why is it that we all desire the sweet taste of success? Yeah, you know, there's been studies on this for the better part of 70 years. David McClelland, back in the fifties, first started kind of really focusing on on accomplishment, and it really equates a bit, too. Are links to something called Gold Theory that we talk about here a lot, but there's this thing that we all have these goals, and one of the primary reasons that we go after our goals is to feel successful, because when you, when you accomplish anything in life, accomplished the smallest of goals, like getting my kids out the door so that they can make the school on time or if it's just eating healthy, anything like that, that little elevation of I did it. It gives you some sort of steam. It gives you a sense of pride and positive emotions, like pride get us to maintain behaviors again and again. But what's interesting, though, is you know, you think that that's common for everybody, and it is we all taste or we desire that that that honey, that taste of success, that little bit of pride that I accomplished thing. But Steve, there are some that are hyper sensitiveness, and that's that's It's like your classic sales guy who doesn't care what they sell. It's about the game. It's about the accomplishment of getting the sale. Those are the people that we want to talk about today. So how do you identify these people? I I realized that I just enjoy Dove, creating the relationship, creating the sale, getting the thing done. And I don't even focus on the money. Yeah, I don't I don't focus on anything. I just get this sense of accomplishment from making it over the goal line. That's so funny. You said that because that ladders in perfectly to the definition of achievement, you know so psychologically, achievement is defined as the desire to feel successful, accomplished and what you just said, Steve closure by beating others. So it's funny that you said that because for people that are hyper driven for success, some people think that they're gonna be cutthroat, and that's not who you are. I know you're not cutthroat, and it's not about domination and power, necessarily. It's that moment of realizing that the deed is done that there is closure, and that's a big part of the achievement motivation. It's just that there's an endpoint and that endpoint that crossing the line is actually for many people. Why they do it. It's not the reward, it's not the money. It's the moment when you check something off that list that says Done, and that gives you the sense of satisfaction. And so it doesn't have to be like when I say hyper success. It does have to be that guy who will do anything to get the sale. No, no, it's that person that, like you, just feels that really that pride in knowing that they got that thing done. There's closure to it and they beat what other? Whatever obstacles in their way, they beat that obstacle.
So tell me, why is it that we all desire the sweet taste of success? Yeah, you know, there's been studies on this for the better part of 70 years. David McClelland, back in the fifties, first started kind of really focusing on on accomplishment, and it really equates a bit, too. Are links to something called Gold Theory that we talk about here a lot, but there's this thing that we all have these goals, and one of the primary reasons that we go after our goals is to feel successful, because when you, when you accomplish anything in life, accomplished the smallest of goals, like getting my kids out the door so that they can make the school on time or if it's just eating healthy, anything like that, that little elevation of I did it. It gives you some sort of steam. It gives you a sense of pride and positive emotions, like pride get us to maintain behaviors again and again. But what's interesting, though, is you know, you think that that's common for everybody, and it is we all taste or we desire that that that honey, that taste of success, that little bit of pride that I accomplished thing. But Steve, there are some that are hyper sensitiveness, and that's that's It's like your classic sales guy who doesn't care what they sell. It's about the game. It's about the accomplishment of getting the sale. Those are the people that we want to talk about today. So how do you identify these people? I I realized that I just enjoy Dove, creating the relationship, creating the sale, getting the thing done. And I don't even focus on the money. Yeah, I don't I don't focus on anything. I just get this sense of accomplishment from making it over the goal line. That's so funny. You said that because that ladders in perfectly to the definition of achievement, you know so psychologically, achievement is defined as the desire to feel successful, accomplished and what you just said, Steve closure by beating others. So it's funny that you said that because for people that are hyper driven for success, some people think that they're gonna be cutthroat, and that's not who you are. I know you're not cutthroat, and it's not about domination and power, necessarily. It's that moment of realizing that the deed is done that there is closure, and that's a big part of the achievement motivation. It's just that there's an endpoint and that endpoint that crossing the line is actually for many people. Why they do it. It's not the reward, it's not the money. It's the moment when you check something off that list that says Done, and that gives you the sense of satisfaction. And so it doesn't have to be like when I say hyper success. It does have to be that guy who will do anything to get the sale. No, no, it's that person that, like you, just feels that really that pride in knowing that they got that thing done. There's closure to it and they beat what other? Whatever obstacles in their way, they
So tell me, why is it that we all desire the sweet taste of success? Yeah, you know, there's been studies on this for the better part of 70 years. David McClelland, back in the fifties, first started kind of really focusing on on accomplishment, and it really equates a bit, too. Are links to something called Gold Theory that we talk about here a lot, but there's this thing that we all have these goals, and one of the primary reasons that we go after our goals is to feel successful, because when you, when you accomplish anything in life, accomplished the smallest of goals, like getting my kids out the door so that they can make the school on time or if it's just eating healthy, anything like that, that little elevation of I did it. It gives you some sort of steam. It gives you a sense of pride and positive emotions, like pride get us to maintain behaviors again and again. But what's interesting, though, is you know, you think that that's common for everybody, and it is we all taste or we desire that that that honey, that taste of success, that little bit of pride that I accomplished thing. But Steve, there are some that are hyper sensitive. This and that's that's It's like your classic sales guy who doesn't care what they sell. It's about the game. It's about the accomplishment of getting the sale. Those are the people that we want to talk about today.
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