What’s that got to do with motivation?
There was a recent report from the United Nations that stated that the number of cell phone subscribers in the world is just about to pass 5 billion. By their reckoning, more people will have a cell phone than have access to clean sanitation.
What does that tell us about the motivation of human beings? In all my years of devising reward, recognition and incentive programs, I have always urged clients to think about what I call the “Three A’s” when it comes to establishing what is going to motivate your audience.
The first A is for Achievability. If someone looks at a program and thinks, ‘I am never going to achieve that!’, then they are unlikely to subscribe to the objectives of the program and it has failed at the first hurdle. The solution is to set the objectives at an achievable level and push them up as participants begin to achieve. It’s a bit like the high jump in athletics. More valuably, it gives the program manager the opportunities to keep the program interesting and engaging by continuously refocusing on the objectives.
From a cell phones perspective, the third world is an interesting environment. The Financial Times recently reported that Vodafone is launching a simple ‘phone only’ application for certain African countries that retails for around $10. Even with some of the frighteningly low per capita incomes in Africa, that has to be achievable. It’s an interesting contrast to the richer nations where the humble cell phone is becoming a thing of the past – everyone wants to pay more for an iPhone, BlackBerry or iPad.
The second A is for Aspiration. I always encourage clients to take the mundane out of their reward choice on an incentive program. That’s why cash is such a bad currency for these types of program – it just goes into cash-flow and we don’t feel good about using our reward to pay for the groceries, a parking ticket or, dare I say it, a new toilet. It’s so much better to work towards something you really aspire to – travel, the latest laptop or a cell phone.
The last A is for Appropriateness. I remember a few years ago there was outrage when one company was offering cosmetic surgery as a reward. We’ve had companies ask us to remove alcohol from the reward choice. Others feel it inappropriate to offer competitors products.
All of these are valid reasons but where does that leave the basic sanitation. Appropriate maybe, but when you don’t have very much in the first place, possibly not an aspiration or achievable.
Steve.
