Target Audience: Small Business Owners Familiar with Alex Hormozi’s Value Equation

This blog post is for business owners or marketers who are already familiar with Alex Hormozi’s value equation and are looking to focus on enhancing the Dream Outcome of their offers. By applying the “Core Human Drives” discussed by Josh Kaufman in his book Personal MBA, this guide will help you enhance the outcomes your business promises to its audience, significantly improving the appeal of your offering.

Understanding the Five Core Human Drives

Josh Kaufman discusses the core human drives here. These are the essential drives that influence consumer behavior:

• Drive to Acquire: This includes the yearning for both tangible and intangible assets like social status or power.

• Drive to Bond: This drive encompasses our need to establish relationships and feel valued by others.

• Drive to Learn: Reflecting our natural curiosity, this drive pushes us to seek new knowledge and understanding.

• Drive to Defend: This is about our need to protect ourselves, our loved ones, and our possessions.

• Drive to Feel: Seeking emotional experiences that bring joy, excitement, or satisfaction falls under this drive.

These drives are crucial in shaping markets. Unmet needs related to these drives lead people to seek out solutions—your business can position itself as one of these solutions.

Here’s how to align your marketing efforts with these drives to enhance the attractiveness of what you offer:

Drive to Acquire: Boosting Status and Wealth

Why it matters: This drive taps into the desire for material and status-related gains, which are associated with success and security.
Application: Focus on how your product or service can elevate a customer’s social standing or financial well-being.

• Example 1: A luxury watch retailer might advertise its products as symbols of success and refinement, appealing to professionals seeking to enhance their status among peers.
• Example 2: An investment advisory service could promote its expertise in growing personal wealth, targeting individuals aiming to enhance their financial security and independence.

Drive to Bond: Building Connections and Community

Why it matters: Reflecting our need for relationships, this drive is potent in marketing as consumers often gravitate towards brands that offer a sense of belonging.
Application: Emphasize the aspects of your service that foster community.

• Example 1: A community center could highlight its family-oriented events and workshops, promoting it as a place where local families can connect and build lasting bonds.
• Example 2: An online forum specializing in vintage cars might promote its community discussions and meet-ups as prime opportunities for enthusiasts to connect over shared passions.

Drive to Learn: Encouraging Curiosity and Knowledge

Why it matters: Driven by curiosity, consumers are drawn to opportunities that expand their knowledge and skills.
Application: Showcase the educational value your products or services offer.

• Example 1: A culinary school could advertise classes that teach exotic cooking techniques, attracting food lovers interested in expanding their culinary skills and knowledge.
• Example 2: A tech company might offer free webinars on the latest in software development, appealing to tech enthusiasts eager to stay ahead in their field.

Drive to Defend: Promoting Safety and Security

Why it matters: This drive centers on the protection of ourselves and our loved ones, making safety a compelling element in marketing.
Application: Illustrate how your offerings provide safety and protection.

• Example 1: A baby products brand could emphasize the safety features of its car seats and strollers, appealing to new parents concerned with child safety.
• Example 2: A legal firm might specialize in estate planning, highlighting how their services protect family assets and ensure peace of mind.

Drive to Feel: Offering Emotional Fulfillment

Why it matters: Consumers seek emotional experiences that provide satisfaction, pleasure, or relaxation.
Application: Design campaigns that highlight the emotional rewards of your business.

• Example 1: A travel agency might market luxurious retreats to tropical islands, showcasing the serene and breathtaking experiences that await, catering to those seeking relaxation and escape.

Example 2: A theater company could promote its latest heartfelt drama or uplifting musical, emphasizing the emotional journey and fulfillment that attendees can expect.

Techniques to Further Enhance the Dream Outcome

• Understand Your Audience: Get to know which drives are most relevant to your customers. This understanding helps tailor your marketing efforts more effectively.

• Craft Compelling Messages: Develop clear and engaging messages that link your product’s benefits to these human drives. Use storytelling to make these connections engaging and relatable.

• Use Testimonials and Success Stories: Let the positive experiences of others showcase how your offering satisfies these drives. Testimonials are particularly effective in demonstrating the drives to bond and feel.

By focusing your dream outcomes around the core human drives, your products and services will naturally become more emotionally appealing and interesting to potential customers. This strategic focus ensures that your offerings deeply resonate with your customers, not just when they buy, but long afterwards. When customers feel a strong connection to your products and services, driven by these basic human needs, it boosts their satisfaction and loyalty, paving the way for enduring business relationships and ongoing success.