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In today’s fast-paced world, businesses often focus on metrics, analytics, and bottom lines. However, at the core of every transaction and interaction lies a human being with fundamental needs and desires. If you could master and address these needs, the business can not only improve the bottom line but also build lasting relationships with their customers and stakeholders. I want to share three primary human needs that, when acknowledged and met, can transform the way we do business.

1. The Need to Feel Important

Every individual, regardless of their background or status, has an intrinsic desire to feel valued and significant. This need for importance is deeply rooted in our evolutionary history, where recognition within a group often meant survival.

Professional Example: In the corporate world, recognizing an employee’s contributions can lead to increased job satisfaction and productivity. Companies that regularly celebrate achievements, no matter how small, often enjoy lower turnover rates and higher employee engagement. In fact, Gallup’s Q12 survey has demonstrated that employee engagement index scores are significantly impacted by meeting this one desire.

Personal Example: On a personal level, the act of listening can make someone feel important. When we actively listen to someone, we validate their feelings and opinions, making them feel heard and significant. Although this shouldn’t be new to hear, you must make this top of mind awareness so you’re not distracted. Make an effort to NOT have your phone “at the table” while listening to someone as a basic starting point.

2. The Need to Be Liked

Humans are inherently social creatures. From ancient tribes to modern societies, being liked and accepted by peers has always been crucial for social cohesion and personal well-being. This isn’t the same as being a “people pleaser”, it’s more about the need to know you’re not isolated. That’s why it’s so important to verbally communicate to someone the value they bring.

Professional Example: Brands that engage with their customers on social media, respond to feedback, and create a sense of community are often more successful. This is because they tap into the human need for social acceptance and likability.

Personal Example: Acts of kindness, such as complimenting someone or helping a neighbor, not only make the recipient feel good but also increase the likability of the giver. Such gestures create a positive feedback loop, strengthening social bonds. I recently did a Social Media video sharing ideas on how to do small acts of kindness for huge dividends.

3. The Need for Appreciation

Appreciation is more than just a polite gesture; it’s a powerful tool that can uplift spirits and motivate individuals to put forth their best effort.

Professional Example: Companies that have a culture of appreciation often see a boost in innovation. When employees feel that their ideas are appreciated, they are more likely to share and collaborate, leading to groundbreaking solutions.

Personal Example: Small acts of appreciation, like remembering a friend’s favorite book and gifting it on their birthday, can deepen relationships. It shows thoughtfulness and a genuine understanding of the other person’s likes and preferences.

In the intricate dance of business and human interaction, recognizing and addressing these fundamental human needs can be transformative. When individuals feel important, liked, and appreciated, they are more likely to engage positively, be loyal, and advocate for your brand or cause. This isn’t just about better business metrics; it’s about creating a holistic experience where both parties benefit.

For businesses, this means increased customer loyalty, improved employee retention, and a stronger brand reputation. Happy and engaged employees often lead to innovative solutions and better customer service, creating a ripple effect that enhances the overall business ecosystem.

For individuals, understanding these needs can lead to richer personal relationships and a deeper sense of fulfillment. When we make others feel important, liked, and appreciated, we not only brighten their day but also enrich our own experiences. It fosters mutual respect, understanding, and a shared sense of purpose.

In essence, by tapping into these basic human needs, we create a win-win situation. Businesses thrive, relationships flourish, and individuals find greater satisfaction in their daily interactions. It’s a simple yet profound shift in perspective that can lead to a more connected, empathetic, and prosperous world.

Brian Parsley

As a co-founder of The Constance Group, I’m at the forefront of revolutionizing sales and leadership strategies worldwide. Our difference? The proprietary “Sales Funnel©” methodology—an innovative approach that significantly enhances selling processes, complemented by our programs in leadership, negotiation, and sales development.

Our distinct edge lies in our personalized approach. Prior to any keynote or workshop, I personally collaborate with stakeholders and attendees to develop a tailored, impactful program. This commitment goes beyond content delivery; it’s about crafting actionable insights that participants can immediately leverage for real-world impact.

Rooted in behavioral science, our strategies offer profound insights into human behavior, empowering your team to navigate complex scenarios with positive outcomes. Our sessions are designed to be engaging and memorable, mixing potent messages with humor and narratives that not only resonate but also inspire lasting change.