Understanding Others: values, motivation, and what people actually want

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• Top 5 or so values that actually drive behavior in a domain

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• Behavior is the part above the waterline; values are the bulk underneath

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• Beck & Cowan: six recurring patterns (Survival, Tribal, Aggression, Hierarchy, Materialistic, Group & Cause)

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• Two directions motivation runs; notice which your brother is running

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• Imprint 0-7, Modeling 7-14, Socialization 14-21, Business Persona 21-35

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