A Product Manager often needs to persuade and motivate others without having any real authority. The only tool the product manager has is language, the spoken and written word. So how do you get people to understand why a particular course of action is warranted? And how do you persuade them to act and move forward on that knowledge without being able to wield any power or authority over them? You can’t just talk louder, or keep repeating your point or resort to nagging. You have to use particular language that is more effective. They key is in using carefully chosen language that addresses their Motivation Type. Join our AIPMM Anthropologist, Paula Gray as she uncovers the key to more effective persuasion by understanding your audience’s Motivation Type. She will explain how to determine an individual’s motivation type and then how to craft your language to address the core issues of each type. Topics covered will include: What are Motivation Types and how people acquire them How to determine an individual’s Motivation Type How to speak to each Motivation Type to engage and persuade them How to speak to a group that is a mix of Motivation Types About Paula Gray Paula Gray is an anthropologist and the Director of Knowledge Development at AIPMM. She has traveled the globe to work with companies throughout the US, Europe, Africa and Asia-Pacific to help them gain a deeper understanding of their customers. She is featured in Linda Gorchels’ book The Product Manager’s Handbook and has contributed to several books on product management including The Guide to the Product Management and Marketing Body of Knowledge (ProdBOK). She is also author of numerous blog posts and papers including Business Anthropology and the Culture of Product Managers.

1. The Art of Influencing and
Motivating Others
AIPMM WEBINAR SERIES

2. Follow: @AIPMM
Use: #AIPMM #ProdBOK
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3. During the Webinar
Ask questions. Our team is standing by to help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

4. Product Management Body Of Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

5. “Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white mug
made in the USA!!!

6. AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

7. Paula Gray
AIPMM Director of Research & Knowledge Development
Applied Anthropologist
Our Speaker

8. How do you persuade and motivate others without
having any real authority?

9. Language
Written
Spoken

10. If all you have is language, your choice of words is
VERY important

11. • Research by Stanford University and Northwestern University found individuals
fall into one of 2 Motivation Types
• Specific language cues resonate with each Motivation Type

12. Motivation Types
Humans are born with two basic needs:
• Nurturance
• Security/Safety

13. Nurturance
• Positive concepts such as love, accomplishment, validation or admiration
• Achievement = joyful, excited or happy
• Goals - we ideally would like to do
• Promotion Focused Motivation

14. Security/Safety
• Concepts about duty, responsibility, doing what’s right
• Achievement = feel at peace, calm, relaxed, or a sense of relief
• Goals - we know we ought to do or should do
• Prevention Focused motivation

15. Individuals operate under both of these motivators, but one usually
shows up as their dominant motivator
Upbringing and childhood influence dominant motivator

16. Promotion Focused
Rewarded for achievements
“Cold shoulder” when they didn’t achieve

17. Prevention Focused
Excellence expected and achievement keeps the peace
Punishment when they didn’t achieve

18. Culture of origin contributes to dominant motivator

19. Research Found
Western cultures stress independence and individual accomplishment tend to be
more Promotion Focused

20. Research Found
SE Asian cultures generally place more value on groups and interdependence, tend
to be more Prevention Focused

21. How can this knowledge benefit
you as a product manager?

22. Determine their focus: Listen to their objections or their description of the issue.
What are their goals?

23. Promotion Focused
Gain or Achieve
• Advance and grab
opportunities
• Eager, comfortable with risk
• Work quickly
• Prone to error, may not think
things through
• Can be unprepared
Prevention Focused
Prevent a Loss
• Goals are responsibilities
• Worry what might go wrong
• Work slowly, attention to detail
• Have good analytical and
problem-solving skills
• Can be uncreative and can miss
opportunity

24. Determine your own objective or goal for this individual and then craft your
“messaging” according to their focus.

25. Promotion Focused
Use more abstract words
Sounds like:
• These are the benefits of…
• We will gain ….
• We will achieve, make our mark,
gain fame, become the best…
• This will open doors for new
opportunity…
These answer “why”
Prevention Focused
Use more concrete words
Sounds like:
• Our obligation is to…
• Why you shouldn’t do…
• We will get rejected/lose funding
if we don’t…
• These techniques are needed in
order to prevent a loss of time,
money, resources…
These answer “how”

26. For groups, include BOTH types of messaging in order to appeal
to each type in the group

27. For Groups
• A major win will prevent a loss
• Benefit of achievement and critical penalty if
we don’t do X
• Include “why” and “how”

28. Other Applications
• Hiring
• Assigning tasks
• Managing teams or individuals
• Sales
• Managing and motivating yourself
• Marketing and advertising messaging

29. In Summary

30. Q & A Session
Ask questions. Our team is standing by to help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

31. Product Management Body Of Knowledge
One lucky attendee will
receive a FREE copy of
ProdBOK®
The Product
Management and
Marketing Body of
Knowledge

32. “Ask Me Anything”
Mug
One lucky attendee
will receive our
“Ask Me Anything”
mug.
This is an 11 oz. white mug
made in the USA!!!

33. AIPMM Membership
One lucky attendee will receive a
FREE Basic level membership
Basic Membership Includes:
• Eligibility for AIPMM Certification Exams
• Personalized Membership Certificate
• Discounts from AIPMM Partners
• Access to private AIPMM LinkedIn® group
• Access to AIPMM Career Pathfinder
• And much more!

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