Manipulation Vs. Inspiration

Whether you are a politician, a brand, a charity or any other type of organisation there are only two ways to influence human behaviour: manipulation or inspiration. Examples of manipulation in business:

- Manipulating your price: If you drop your price low enough people will buy your product.
- Fear: probably the most fantastic manipulator out there. You can convince people to do all kind of things if you scare them. Remember how George W. Bush was re-elected?
- Peer pressure: 4 out of 5 dentists recommend it. Peer pressure tries to make us fear that we are being left out of something.   
- Sales promotion: Buy 2 books and get your 3rd free. It's basically giving away things for free to reduce the risk so that people buy what you sell.

Inspiration is the alternative. Simon Sinek's message Start with why explains clearly that it doesn't matter
what you do and how you do it, if you don't start by answering to the question: why you do what you do? True leaders, true brands and all their marketing efforts are only effective when they start with a clear vision, with a purpose. When they start with WHY. Manipulation works, but it does not bread loyalty or trust.  Conversly, if we start with a deeper vision or purpose, a Why, we are talking directly to your lymbic brains, attracting those who are inspired by our message.

Let me tell you a story as an example of this. Let's think about Charities. The other day I was walking in Carnaby Street in London, when this lady asked me if I wanted to help her charity. I can't recall the name of her charity, but basically they help children in Africa. She started listing me a bunch of facts about poverty and the needs of poor people in Africa, and through manipulation she tried to convince me to make a donation. To help her charity, I would have to fill out a form providing loads of private information including my bank account number because the donation would be something like 30 GBP per month during at least one year. It was hard for me to say no because it was for a good cause, but the bottom line was I didn't like her approach, and she wasn't convincing at all because she didn't try to inspire me with the vision of her charity.

Now let me tell you another story about another Charity. About a year ago or so, I saw this incredibly inspirational movie on a blog I follow. The girl effect is a charity, and they start with Why. Check out their message:

WHAT YOU ARE ABOUT TO DO IS NOTHING SHORT OF REVOLUTIONARY

There are 600 million adolescent girls living in poverty in the developing world. By giving one of these girls a chance, you start the girl effect. When girls have safe places to meet, education, legal protection, health care, and access to training and job skills, they can thrive. And if they thrive, everyone around them thrives, too.

This Charity has a clear and inspirational vision and It's all about the powerful social and economic change brought about when girls have the opportunity to participate. I was so inspired by the message that I ended donating money for a project called Save the Children Empowering Girls in Bangladesh.

In conclusion, the message here is: when inspired, people move into action. They are more likely to donate money to your charity, or more likely to buy your products, tell their friends, advocate, and the best part, be loyal to your cause.