When you think of values, most people think of words like trust, integrity, honesty, loyalty, or other qualities or ideals they live by. You may associate values with political concepts. Depending on you worldview, you may conceive of them in terms of family, religion, personal freedom, service to others, concern for the environment. All of these are accurate to a certain degree, but they don’t tell the full story.
I went to college with MacRumors founder Arnold Kim and remember his excitement when the domain name, MacRumors.com, became available back in the 1990s. His blog now reaches many million Apple fans each month, and is profitable enough that he has since left behind a lucrative career in medicine. One thing I have learned from him is that people are often most successful doing something they are passionate about, and Arnold is absolutely passionate about technology. From the perspective of someone who studies people’s deeper motivations, this could be the subject of this article, as clearly he is successful because he has found work that is a calling, and not just a job or career. We should all be so lucky to do as well at something we love.
Yet, given the work we do at Zenzi, helping business owners better understand their own customers’ deeper motivations, I wanted to probe a bit deeper here and see what Arnold’s thoughts were about his audience and how this fit into the paradigms we use at Zenzi. As you’ll see, like a lot of business owners, Arnold doesn’t necessarily spend a lot of time thinking explicitly about “values”…but he does have a clear idea of his audience’s wants and desires and how to communicate with them, while also building new audiences.
Just as the internet and information technology has made matching in other domains (e.g. classified ads or home buying) more efficient, values based matching in the labor market is bound to be a problem tackled by data science teams at online companies in the near future.
Why? By building personal, meaningful relationships on a one-to-one level, you can discover what’s truly important to people, how to better motivate and inspire them to action.
At Zenzi, we take a values-based approach to using social platforms as a critical component of the sales cycle, driving purchase decisions through communication of lifestyle benefits, sales and incentives in an authentic voice.
The Social Values Project™ blends cutting-edge psychology, marketing and data science to get to the heart of what motivates people’s behavior. Our proprietary insights tool helps businesses connect with customers and employees on a deeper level using authentic content that speaks to their inner values, needs and desires.