Maslow Groups Cambridge 2011 HR Strategy Discussion Short

Finding the Critical Path to Change:Planning and Implementing a Successful Campaign

February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel

Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.ukwww.campaignstrategy.org

Support for Human Rights ?

• Pioneers• Settlers and Prospectors ?

CULTURAL DYNAMICSSTRATEGY & MARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved.

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

Religious

Be SatisfiedRules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible Success

Visible AbilityH

edon

ism

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

Power versus Univeralism (a key antagonism)

Pioneer

Prospector

Settler

Human rights ?

Settlers:Morality – rule based – what do rules say ?Low agency – what do leaders say ?Maintain identity - kith and kin firstForeigners ? Unknown = riskDoes it make us safer ?Is it traditional ?Is it part of our identity ?Disiplinarian/ authoritarian

Prospectors:Pragmatic/amoral – will it work ?What do winners do ?Will it help us win/ succeed/ be the best/ achieve more ?Good for business ?Will it help my/our reputation ?Fun ?Profitable ?Rewards/ recognition ?Celebrity approved ?

Pioneers:Have you asked the right questions ?Is this the most ethical option ?

Least interestPossible interest

Of course

? ?

Increasing support for human rights

Settlers: Prospectors: Pioneers:

Strategies differ

Hard to enlist, easily alienated Naturally disinterested, swayable

Natural base

Nature

Openness

Justice

Universalism

Bene

vole

nce

Caring

Loyalty

Tradition

Conformity

ReligiousBe Satisfied

Rules

Propriety

Security

NationalSecurity

Safety

Power

Control Others

Material

Wealth

Achi

evem

ent

Visible SuccessVisible Ability

Hed

onis

m

Fun

Good Time

Stimulation

Adventure

Novelty

Self Direction

CreativitySelf Choice

Prize

s, te

sts &

com

petiti

ons

Stop cheats, enforce rules,

Watch Groups

Keep assets

Fight off alien threats

Resilience, cut costs

Sustain local identity

Safety campaigns

Soci

al e

vent

s to

be

seen

at,

with

cel

ebrit

y

New stuff,

top designs, extreme

activities, buzz

You remake the future Ethical campaigns

on issues

Care

cam

paig

ns

Follow leaders, uphold

tradition

Outline Campaign Planner

Pioneer

Prospector Settler