"Virtually any well-known company that has created an evangelistic customer base could draw its own pyramid."- Peak, page 149
One of the most widely recognized tattoos is the Harley Davidson logo. Tattoo. Logo. We see it so often, we take it for granted. I own a Volkswagen Jetta, but I’m not about to get the VW permanently emblazoned on my body. Why? Because VW’s a car company and, despite the fact that they make great bikes, Harley Davidson is simply more. And they’ve created that “more” patiently and deliberately.
Harley makes great bikes, satisfying the lower level “needs”. But they don’t stop there. Harley also created the “Harley’s Owner Group” (H.O.G.) – an opportunity for their customers to connect with one another and build relationships, effectively meeting the desires of their customer base. And, finally, Harley stands for something. They stand for freedom of expression – the rebellious urge to live life on your own rules, and to enjoy the freedom of the open road. Harley gets it. So do Apple, Southwest, Patagonia and dozens of other companies. They provide their loyal customer base with a great base offering, but then immediately tie them into something greater. They do it for their customers, and they do it for their employees.
What do your pyramids look like? What do you provide on the base level? What about the midrange needs of your customers and employees – how are you addressing their desire for “success” versus “survival”? And finally, what’s the cause? People inherently want to be tied to something greater than themselves. Give them all three levels, or someone else will.
"Make a list of the ten reasons why someone should join your organization."- Peak, page 99
Who are you attracting? Make sure you don’t gloss over that, as it’s a question worth asking and, sadly, not one we ask ourselves enough. What type of employees are you attracting to your team? Those just thankful to have a job? Or the rock stars of your industry? What type of clients – those shopping strictly on price, or those looking for something more?
If you find you’re not currently attracting exactly the type of people you want (on both sides of the counter), it’s time to take stock in that. The suggestion to, “Make a list of the ten reasons why someone should join your organization” may seem staff-centric, but if you consider your organization to be a cause or movement, then those who “join you”, can do so as employees, clients, or even investors.
Make the list and, if you’re looking for extra credit, consider how the items on that list fit into the Hierarchy of Needs.
Peak is brilliant. Rich, informative and immediately applicable, this book is a fantastic tool for leaders looking to do more in their professional lives. As we move as a society from a money economy to a satisfaction economy, the words and wisdom of Abe Maslow may very well be our best guide yet.
