"The Science of Success: Using Human Nature to Drive Business Growth"

In the dynamic world of business, where strategies evolve and technologies advance at a relentless pace, one constant remains: the immutable laws of human nature. At the core of every transaction, negotiation, and decision lies the intricate interplay of human behaviours and motivations. Show me a business from beginning to end that does not involve some kind of human influence?

Let us therefore embark on a journey to uncover the timeless principles that underpin human interactions and explore how they serve as the cornerstone for achieving unparalleled success in business. Our compass? Three fundamental truths deeply ingrained in the fabric of human nature:

1. The need to feel important

“The greatest needs of human nature are to feel important, to be recognized, and be appreciated” – Thomas Dewey

The essence of feeling important, as highlighted by Thomas Dewey, surpasses even the most basic of human needs. It eclipses hunger, for hunger once satisfied no longer becomes important, it transcends the pursuit of safety because once you feel secure safety is no longer an issue, and it even surpasses the yearning for love. Yes, you could argue the yearning for love is driven by the need to feel important to someone. This constant human urge is deeply ingrained and is constantly at play in the subconscious of our mind and yearning heart. Driven by the need to feel important, people find themselves wearing branded clothing, driving upmarket cars, having a title on their door, and even join street gangs, especially among the youth.

How does knowing this fundamental law of human nature improve my business and workplace? Well in more ways than one. Let’s look at your staff and team first...

Understanding this fundamental law of human nature is pivotal for businesses seeking to enhance both employee satisfaction and customer loyalty. In the relentless world of business, employees often depart due to feeling undervalued or unheard. In fact 52% of employees quit their jobs as a result of not feeling valued by their managers. You satisfy the staffs need to feel important by highlighting the importance of their role and the contribution they make towards the success of the team. You further emphasize their importance through appreciation for their efforts as well as paying them a compliment for a job well done. Keep in mind however that appreciation and compliments must be followed up with a sincere reason, else they may come across as empty and lack substance. During your interactions with staff, it is essential to emphasize their importance by giving them your full attention. Listen attentively to their ideas or differing opinions, acknowledging that while not all suggestions may be implemented, they must all be heard. Be cautious about diverting your attention to calls or messages when engaged with someone in person, as this can convey a message of insignificance to the individual you're speaking with. Prioritizing your staff in these ways can significantly boost morale and enhance motivation, addressing any feelings of neglect that may arise among employees.

The advantages of prioritizing your customers' sense of importance are boundless. A customer who feels valued is not only inclined to return for future transactions but also more likely to recommend your business to others. When customers praise your exceptional customer service, they're essentially acknowledging the importance you've placed on them. Actively listen to their needs, communicate proactively and efficiently, and follow up to ensure their experience meets expectations. By prioritizing customer importance, you not only increase sales but also pave the way for greater success and growth for your business.

2. Peoples primary interest is in themselves

Individuals are primarily more focused on themselves than on others. Therefore, when engaging with them, your primary objective should be to centre the conversation around them. Discuss their emotions, requirements, ideas, and viewpoints. Essentially, people are primarily interested in themselves and what they stand to gain.

 For instance, when asking a staff member to attend training, their initial thoughts often revolve around "why?" and "what's in it for them?" It's crucial to emphasize to your staff the benefits they'll reap or how the training will streamline their tasks.

Similarly, when a client reaches out to you or enters your establishment, they do so to address their own needs. Hence, it's essential to attentively listen to their concerns and determine how you can resolve their issues.

If negotiations are faltering, it's crucial to highlight and underscore the benefits for the other party.

Some individuals may find it disheartening to accept this fundamental aspect of human nature, viewing others as self-centred and egotistical. There's a prevailing notion that we should give without expecting anything in return, but the truth is, every action we take is driven by self-interest. Even acts of charity are motivated by the sense of fulfilment and generosity they bring.

This inclination towards self-preservation is deeply ingrained in our brains and has been a defining trait of humanity since its inception. Recognizing and leveraging this principle when interacting with staff or customers can yield significant advantages for your business, as outlined above.

3. Natures Law of Equal Returns

It is a basic yet compelling subconscious drive to reciprocate something of comparable worth to what was received. When someone appreciates what you've given them, they're inclined to reciprocate by offering something in return. For instance, consider when a friend you rarely see sends you a birthday message. You instinctively feel the need to reciprocate the gesture by remembering their birthday. Similarly, when you do someone a favour, they often anticipate the chance to return the favour in the future.

How does this principal aid in maximizing the potential of your staff?

When you offer praise or demonstrate appreciation, it often leads to reciprocal gestures, such as increased productivity or returned compliments. Conversely, if you maintain an aloof or distant demeanour, your staff may perceive you as unfriendly, resulting in unfriendly behaviour in return. Continuously pointing out faults and mistakes, even when the majority of their work is commendable, can demotivate them. Instead, lend them your ear to understand their perspective, fostering a sense of obligation to reciprocate by listening to yours.

It's important to note that individuals typically respond to negativity with negativity, anger with more anger, whether through confrontational behaviour or passive-aggressiveness. Conversely, positivity breeds positivity, as happiness can only be cultivated from happiness.

As for your customers, providing them with honest, efficient, and high-quality service encourages them to return for future business. Your customers would feel the need to reciprocate the next time they need your services by giving their business to you. Even if they are unable to engage in future transactions themselves, satisfied customers are likely to refer others to your business in large numbers.

Conclusion...

In conclusion, understanding and harnessing the fundamental truths of human nature can profoundly impact both the internal dynamics and external relationships of a business. By prioritizing the importance of feeling valued, recognizing individual self-interest, and reciprocating gestures of goodwill, businesses can cultivate a culture of appreciation and trust among employees and customers alike. This, in turn, leads to enhanced morale, increased productivity, and greater customer loyalty, ultimately driving sustained success and growth in today's competitive business landscape. Embracing these principles not only fosters a positive work environment but also strengthens the foundation upon which lasting business relationships are built. As we navigate the complexities of the modern business world, let us remember the enduring power of human connection and the transformative potential it holds for businesses of all sizes.