Core Human Drives - The Personal MBA (2024)

The Personal MBA

Master the Art of Business

by Josh Kaufman, #1 bestselling business author

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

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There are five Core Human Drives that influence human behavior:

  1. Drive to Acquire: the desire to collect material and immaterial things, like a car, or influence.
  2. Drive to Bond: the desire to be loved and feel valued in our relationships with others.
  3. Drive to Learn: the desire to satisfy our curiosity.
  4. Drive to Defend: the desire to protect ourselves, our loved ones and our property.
  5. Drive to Feel: the desire for emotional experiences like pleasure or excitement.

Whenever a group of people have an unmet drive, a market will form to satisfy it.

The more drives your offer connects with, and the better you communicate those connections, the more attractive your offer will become.

Josh Kaufman Explains 'Core Human Drives'

If you’re going to build a successful business, it’s useful to have a basic understanding of what people want.

The most well-known general theory of what people want is “Maslow’s Hierarchy of Needs,” which was proposed by the psychologist Abraham Maslow in 1943. Maslow’s theory was that people progress through five general stages in the pursuit of what they want: physiology, safety, belongingness/love, esteem, and self-actualization. Physiology represents the “lowest” level of human need, while self-actualization (the exploration of a person’s innate potential) is the “highest.”

In Maslow’s hierarchy, each lower-level need must be met before a person can focus on higher-order needs. If you don’t have enough food, or you’re in physical danger, you’re probably not paying too much attention to how much other people like you, or how much personal growth you’re experiencing.

In practice, I prefer Clayton Alderfer’s version of Maslow’s hierarchy, which he called “ERG” theory: people seek Existence, Relatedness, and Growth, in that order.

When people have what they need to survive, they move on to making friends and finding mates. When they’re satisfied with their relationships, they focus on doing things they enjoy and improving their skills in things that interest them. First Existence, then Relatedness, then Growth.

ERG theory explains the general priority of human desires, but not the methods people use to satisfy them. For that, we must turn to other theories of human action.

According to Harvard Business School professors Paul Lawrence and Nitin Nohria, the authors of Driven: How Human Nature Shapes Our Choices, all human beings have four Core Human Drives that have a profound influence on our decisions and actions:

  1. The Drive to Acquire. The desire to obtain or collect physical objects, as well as immaterial qualities like status, power, and influence. Businesses built on the drive to acquire include retailers, investment brokerages, and political consulting companies. Companies that promise to make us wealthy, famous, influential, or powerful connect to this drive.
  2. The Drive to Bond. The desire to feel valued and loved by forming relationships with others, either platonic or romantic. Businesses built on the drive to bond include restaurants, conferences, and dating services. Companies that promise to make us attractive, well-liked, or highly regarded connect to this drive.
  3. The Drive to Learn. The desire to satisfy our curiosity. Businesses built on the drive to learn include academic programs, book publishers, and training workshops. Companies that promise to make us more knowledgeable or competent connect to this drive.
  4. The Drive to Defend. The desire to protect ourselves, our loved ones, and our property. Businesses built on the drive to defend include home alarm systems, insurance products, martial arts training, and legal services. Companies that promise to keep us safe, eliminate a problem, or prevent bad things from happening connect to this drive.

There’s a fifth core drive that Lawrence and Nohria missed:

  1. The Drive to Feel. The desire for new sensory stimulus, intense emotional experiences, pleasure, excitement, entertainment, and anticipation. Businesses built on the drive to feel include restaurants, movies, games, concerts, and sporting events. Offers that promise to give us pleasure, thrill us, or give us something to look forward to connect with this drive.

Whenever a group of people have an unmet need in one or more of these areas, a market will form to satisfy that need. As a result, the more drives your offer connects with, the more attractive it will be to your potential market.

At the core, all successful businesses sell some combination of money, status, power, love, knowledge, protection, pleasure, and excitement. The more clearly you articulate how your product satisfies one or more of these drives, the more attractive your offer will become.

Questions About 'Core Human Drives'

  • What core human drives does your offer connect with?
  • How can you potentially connect it with other drives?

"Understanding human needs is half the job of meeting them."

Adlai Stevenson, politician and former governor of Illinois

From Chapter 1:

Value Creation

https://personalmba.com/core-human-drives/

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The Personal MBA

Master the Art of Business

by Josh Kaufman, #1 bestselling business author

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:

Print

Kindle

Audio

Get the audio free

Core Human Drives - The Personal MBA (3)

About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

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Core Human Drives - The Personal MBA (2024)

FAQs

What are the core human drives? ›

Human beings have four fundamental, biological drives: acquiring, bonding, learning, defending. We're in the business of helping our customers. Our customers are human beings, with wants, desires, and needs of their own.

What are the 4 drivers of human behavior? ›

Drive to Bond: the desire to be loved and feel valued in our relationships with others. Drive to Learn: the desire to satisfy our curiosity. Drive to Defend: the desire to protect ourselves, our loved ones and our property. Drive to Feel: the desire for emotional experiences like pleasure or excitement.

What are the core human motivators? ›

McClelland's human motives model distinguishes three major motives: the need for achievement, affiliation, and power. The power motive stems from a person's desire to influence, teach or encourage others.

What are the 7 human drives? ›

Jaan Panskepp, a radical neuroscientist identified human beings are driven by seven ancient instincts, or “primary-process affective systems,”. These are seeking, anger, fear, panic-grief, care, pleasure/lust and play. Interestingly, it is thought that the most powerful instinct is “seeking”.

What are the three basic human drives? ›

Biology also shapes who we are and how we act. To that end, Enneagram experts have identified three key biological drives, or “instincts,” that influence our feelings and actions: self-preservation, sexual, and social. While one instinct tends to dominate in each of us, we're endowed with all three in varying measures.

What are the top 3 human desires? ›

Maslow was right. Once we have food, water and shelter we must feel safety, belonging and mattering. Without these three essential keys a person cannot get in their Smart State—they cannot perform, innovate, feel emotionally engaged, agree, move forward.

What is our most powerful human drive? ›

Let's not forget that the #1 human drive is control, so it makes sense that challenges will disrupt our natural desire for control. Good news is that we have control over our outlook, so we can choose to accept challenges that come our way and apply positive outcomes to them.

What drives a human the most? ›

King writes that people are often motivated by the pleasure principle: the desire to pursue pleasure and avoid pain. It's our most basic, primitive motivator, and it drives virtually everything we do.

What is the strongest driver of human behavior? ›

Human behavior is driven by rewards and punishments in addition to the drive to fulfill the need for a sense of significance. This is achieved through a perceived sense of control over one's life, a sense of social belonging, and a sense of effective social contribution.

What is core motivation? ›

In essence, Core Motivation helps us understand our fundamental personality types in order to help describe what motivates us, what makes us tick, and how we can become leaders in our own right.

What are the three core motives? ›

McClelland's Human Motivation Theory states that every person has one of three main driving motivators: the needs for achievement, affiliation, or power. These motivators are not inherent; we develop them through our culture and life experiences.

What are the 4 basic human motivations? ›

Decades of research have given us numerous theories about drive and motivation, to include: Maslow's Hierarchy of Needs (physiological, safety, love and belonging, esteem and self-actualization) Intrinsic and extrinsic motivators (inner satisfaction and desires, external rewards and payoffs)

What are the five human needs that drive all behavior? ›

Developed by psychiatrist William Glasser, Choice Theory states humans are motivated by a never-ending quest to satisfy 5 basic needs woven into our genes: to love and belong, to be powerful, to be free, to have fun and to survive. Specifically: Survival, belonging, power, freedom, and fun.

What are the 2 basic human drives explain? ›

What Drives Us? According to Sigmund Freud, there are only two basic drives that serve to motivate all thoughts, emotions, and behavior. These two drives are, simply put, sex and aggression. Also called Eros and Thanatos, or life and death, respectively, they underlie every motivation we as humans experience.

What is the focus of primary human drive? ›

Explanation: While primary drives are directly related to basic survival and reproduction, secondary drives are related to social factors. Money is not directly related to basic survival, but it can aid in quelling primary drives (for example, using money to buy food to reduce hunger).

What are the primal drives of humans? ›

In evolutionary psychology, people often speak of the four Fs which are said to be the four basic and most primal drives (motivations or instincts) that animals (including humans) are evolutionarily adapted to have, follow, and achieve: fighting, fleeing, feeding and mating (the final word beginning with the letter "M" ...

What are the four basic human drive states? ›

Drive states motivate us to accomplish goals. They are linked to our survival. According to Pribram, feeding, fighting, fleeing, and sex are the four drives behind every thought, feeling, and behavior.

How many human drives are there? ›

All humans possess the four drives but different individuals may engage some or all of the drives to different degrees. Some individuals may favor one or more of the drives, such as a very friendly, warm-hearted person who favors the bonding drive, or a very combative, defensive person who favors the defending drive.

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