Unveiling the Power of Human Desires and the Mathematics of Memory

Unveiling the Power of Human Desires and the Mathematics of Memory

Introduction:

Understanding the fundamental desires that drive human behavior is a fascinating endeavor. Among these desires, the role of fear as a potent trigger is palpable. The concept of FOMO (Fear Of Missing Out) resonates with this idea. Additionally, there are intriguing connections between these desires and John Maxwell's six Ethics. Exploring these commonalities can provide valuable insights into how we can connect with potential customers effectively.

The Eight Innate Desires:

Humans possess eight innate desires that are deeply ingrained, even if we are not consciously aware of them. These desires include the longing to be valued, appreciated, trusted, respected, understood, and the aversion to being taken advantage of. We also aspire to protect and care for our loved ones and yearn for social recognition. These desires serve as powerful triggers for action and can significantly influence our decision-making.

The Nine Secondary Desires:

In addition to the eight innate desires, there are nine secondary desires, also known as acquired or learned desires. These desires include the thirst for information, the need to satisfy curiosity, the desire for cleanliness and a conducive environment, the pursuit of efficiency, the quest for convenience, the demand for reliability and quality, the aspiration for beauty and self-expression, the drive for cost-effectiveness and profitability, and the hunt for bargains. While these secondary desires are strong motivators, they cannot surpass the power of the eight innate desires that are inherent in us from birth.

The Dominance of Fear:

Among the eight innate desires, fear holds exceptional power. When we experience stress, our instinctive response is to tackle it or escape from it. This instinctual reaction makes fear an irresistible force that can drive action. Understanding the four key points of fear stimulation is essential:

• 1. Awareness of Fear-induced Stress: People feel stressed when they experience fear.

• 2. Overcoming Fear-induced Stress: Concrete steps to address and overcome fear-induced stress are crucial.

• 3. Perceived Effectiveness of Recommended Action: The recipient of a message should perceive the recommended action as an effective means to escape fear.

• 4. Ability to Act on Recommended Action: The message should empower the recipient to take the recommended action when fear is present.

Mathematics of Memory and Interest:

Renowned neuroscientist David Eagleman suggests that a person truly dies only when they are forgotten. This idea implies that our lives, even if forgotten, continue to exist in the subconscious minds of others, influencing their lives and passing on to future generations. The continued attention and shared experiences of individuals and events play a vital role in shaping identity and influencing societal structures.

Researchers have discovered that the decay of collective memory follows a mathematical law. Using attention as a proxy for memory, the study analyzed online views of Wikipedia profiles, citations of scientific papers, patents, and online play counts of songs and film trailers. The analysis revealed a biexponential function that describes the decay of collective memory. Initially, attention dropped rapidly, followed by a slower and gentler decline. The duration of the decline varied across different domains, with music experiencing the shortest decline and sports biographies the longest.

The first phase of decline primarily relies on communicative memory, which involves direct word-of-mouth information transfer. In contrast, the second phase depends more on cultural memory, which is sustained through the physical recording of information. This emphasizes the importance of accessibility, searchability, and the availability of recorded information in preserving cultural memory.

Actionable Advice:

Incorporating the insights gained from the desires and memory studies, here are three actionable pieces of advice:

• 1. Tap into Fear: Understand the fears and anxieties of your target audience and craft messages that address and alleviate those fears. Highlight the recommended actions as effective means of escaping fear, empowering your audience to take action.

• 2. Foster Collective Memory: Create experiences and foster shared attention to ensure that your brand, product, or message becomes ingrained in the collective memory. This can be achieved through storytelling, engaging content, and creating a sense of belonging and identity.

• 3. Utilize Digital Tools: Leverage the power of digital platforms to record and preserve information related to your brand or message. Ensure that your content is easily accessible, searchable, and shareable to prolong its impact on cultural memory.

Conclusion:

Understanding the innate desires that drive human behavior and the mathematics of memory provides valuable insights into effectively connecting with our target audience. By tapping into fear, fostering collective memory, and utilizing digital tools, we can create impactful messages and experiences that resonate with people's intrinsic motivations. As we navigate the vast landscape of human desires and memory, let us remember the power we hold in shaping the world around us.