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The art of influencing and motivating others

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A Product Manager often needs to persuade and motivate others without having any real authority. The only tool the product manager has is language, the spoken and written word. So how do you get people to understand why a particular course of action is warranted? And how do you persuade them to act and move forward on that knowledge without being able to wield any power or authority over them? You can’t just talk louder, or keep repeating your point or resort to nagging. You have to use particular language that is more effective. They key is in using carefully chosen language that addresses their Motivation Type.
Join our AIPMM Anthropologist, Paula Gray as she uncovers the key to more effective persuasion by understanding your audience’s Motivation Type. She will explain how to determine an individual’s motivation type and then how to craft your language to address the core issues of each type.
Topics covered will include:
What are Motivation Types and how people acquire them
How to determine an individual’s Motivation Type
How to speak to each Motivation Type to engage and persuade them
How to speak to a group that is a mix of Motivation Types
About Paula Gray
Paula Gray is an anthropologist and the Director of Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels’ book The Product Manager’s Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.

Publicado en: Marketing
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The art of influencing and motivating others

  1. 1. The Art of Influencing and Motivating Others AIPMM WEBINAR SERIES
  2. 2. Follow: @AIPMM Use: #AIPMM #ProdBOK Let’s Tweet!
  3. 3. During the Webinar Ask questions. Our team is standing by to help. The webinar slides will be posted to our website and our http://www.Slideshare.net/aipmm The webinar recording will be posted at http://www.AIPMM.net for members
  4. 4. Product Management Body Of Knowledge One lucky attendee will receive a FREE copy of ProdBOK® The Product Management and Marketing Body of Knowledge
  5. 5. “Ask Me Anything” Mug One lucky attendee will receive our “Ask Me Anything” mug. This is an 11 oz. white mug made in the USA!!!
  6. 6. AIPMM Membership One lucky attendee will receive a FREE Basic level membership Basic Membership Includes: • Eligibility for AIPMM Certification Exams • Personalized Membership Certificate • Discounts from AIPMM Partners • Access to private AIPMM LinkedIn® group • Access to AIPMM Career Pathfinder • And much more!
  7. 7. Paula Gray AIPMM Director of Research & Knowledge Development Applied Anthropologist Our Speaker
  8. 8. How do you persuade and motivate others without having any real authority?
  9. 9. Language Written Spoken
  10. 10. If all you have is language, your choice of words is VERY important
  11. 11. • Research by Stanford University and Northwestern University found individuals fall into one of 2 Motivation Types • Specific language cues resonate with each Motivation Type
  12. 12. Motivation Types Humans are born with two basic needs: • Nurturance • Security/Safety
  13. 13. Nurturance • Positive concepts such as love, accomplishment, validation or admiration • Achievement = joyful, excited or happy • Goals - we ideally would like to do • Promotion Focused Motivation
  14. 14. Security/Safety • Concepts about duty, responsibility, doing what’s right • Achievement = feel at peace, calm, relaxed, or a sense of relief • Goals - we know we ought to do or should do • Prevention Focused motivation
  15. 15. Individuals operate under both of these motivators, but one usually shows up as their dominant motivator Upbringing and childhood influence dominant motivator
  16. 16. Promotion Focused Rewarded for achievements “Cold shoulder” when they didn’t achieve
  17. 17. Prevention Focused Excellence expected and achievement keeps the peace Punishment when they didn’t achieve
  18. 18. Culture of origin contributes to dominant motivator
  19. 19. Research Found Western cultures stress independence and individual accomplishment tend to be more Promotion Focused
  20. 20. Research Found SE Asian cultures generally place more value on groups and interdependence, tend to be more Prevention Focused
  21. 21. How can this knowledge benefit you as a product manager?
  22. 22. Determine their focus: Listen to their objections or their description of the issue. What are their goals?
  23. 23. Promotion Focused Gain or Achieve • Advance and grab opportunities • Eager, comfortable with risk • Work quickly • Prone to error, may not think things through • Can be unprepared Prevention Focused Prevent a Loss • Goals are responsibilities • Worry what might go wrong • Work slowly, attention to detail • Have good analytical and problem-solving skills • Can be uncreative and can miss opportunity
  24. 24. Determine your own objective or goal for this individual and then craft your “messaging” according to their focus.
  25. 25. Promotion Focused Use more abstract words Sounds like: • These are the benefits of… • We will gain …. • We will achieve, make our mark, gain fame, become the best… • This will open doors for new opportunity… These answer “why” Prevention Focused Use more concrete words Sounds like: • Our obligation is to… • Why you shouldn’t do… • We will get rejected/lose funding if we don’t… • These techniques are needed in order to prevent a loss of time, money, resources… These answer “how”
  26. 26. For groups, include BOTH types of messaging in order to appeal to each type in the group
  27. 27. For Groups • A major win will prevent a loss • Benefit of achievement and critical penalty if we don’t do X • Include “why” and “how”
  28. 28. Other Applications • Hiring • Assigning tasks • Managing teams or individuals • Sales • Managing and motivating yourself • Marketing and advertising messaging
  29. 29. In Summary
  30. 30. Q & A Session Ask questions. Our team is standing by to help. The webinar slides will be posted to our website and our http://www.Slideshare.net/aipmm The webinar recording will be posted at http://www.AIPMM.net for members
  31. 31. Product Management Body Of Knowledge One lucky attendee will receive a FREE copy of ProdBOK® The Product Management and Marketing Body of Knowledge
  32. 32. “Ask Me Anything” Mug One lucky attendee will receive our “Ask Me Anything” mug. This is an 11 oz. white mug made in the USA!!!
  33. 33. AIPMM Membership One lucky attendee will receive a FREE Basic level membership Basic Membership Includes: • Eligibility for AIPMM Certification Exams • Personalized Membership Certificate • Discounts from AIPMM Partners • Access to private AIPMM LinkedIn® group • Access to AIPMM Career Pathfinder • And much more!
  34. 34. Upcoming Webinars FROM PROUDCT MANAGER TO PRODUCT MASTER BIGGEST CHALLENGES FACING PRODUCT MANAGEMENT ORGANIZATIONS: SURVEY RESULTS WWW.AIPMM.COM/AIPMM_WEBINARS AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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