by Justin Standfield
I saw the recent campaign from Kamala Harris and the Democrats in the USA, and it got me thinking about the motivation packed into just a few words within their slogan, “We are not going back”. Politics aside, I think it’s a clever piece of campaigning that taps into a specific area of motivation and psychology that we often discuss with our clients at Incendo.
Motivation is a fundamental aspect of human behaviour and it can take different forms. Two key types of motivation are ‘Towards’ motivation and ‘Away From’ motivation, which are known as ‘metaprograms’ in the field of Neuro-Linguistic Programming (NLP).
Towards motivation
This type of motivation is focused on moving towards a desired goal or outcome. Individuals with a Towards motivation are driven by the prospect of achieving something positive, such as success, happiness, a better future or personal growth. I’ve seen research that suggests that roughly 40% of us are predominantly Towards motivated. This is worth thinking about if you’re ever embarking on a habit change or adapting to a new behaviour or skill. An attractive vision or a compelling goal is likely to motivate you to start strong and keep making progress.
We often see Towards motivation in advertising and social media campaigns; these formats typically present a bright image or a seductive story of a shiny new you… if you just enter your PayPal details and purchase the product. The messaging is packed full of aspiration, sometimes overt and sometimes more subliminal. There’s a hotel near the Incendo office that has a huge billboard advertising its gym membership – the image shows a couple of beautiful people using gym equipment while looking ripped and tanned, with white teeth, full heads of perfectly-styled hair (I’m not bitter), as they effortlessly lift weights without breaking a sweat or creasing their designer gym gear. The takeaway? Sign up today and this could be YOU!
Away From motivation
This type of motivation is focused on moving away from an undesirable situation or outcome. Individuals with an Away From motivation are driven by the desire to avoid or eliminate something negative, such as failure, pain, or discomfort. There are many products and services that are advertised with the aid of strong Away From messaging – things like life insurance, self-help books, burglar alarms, productivity apps and vitamins/supplements. The same research I referred to estimates that roughly 40% of us are predominantly Away From motivated. Just as before, this is good to know because a strong impetus for those of us who are Away From types will come from an increasing dissatisfaction with the status quo. Incidentally, the research suggests that roughly 20% of us are equally motivated by both types of motivation: Towards and Away From.
While Towards motivation is often celebrated as the more positive and desirable form of motivation, Away From motivation can be a powerful tool for influencing and driving change. As such, it shouldn’t be overlooked in the personal development narrative. Here are four ways that Away From motivation can support us when we’re looking to make a change or adapt to a new way of doing something.
Identifying and addressing pain points
Individuals with an Away From motivation are often highly attuned to potential problems or threats. They are motivated to take action to avoid or eliminate these negative outcomes. This can be a valuable asset in problem-solving and decision-making, as it allows them to identify and address pain points before they escalate.
Overcoming inertia and resistance to change
Change can be challenging, and many people are resistant to it. Those of us with a mainly Away From motivation, however, are often more willing to take action to avoid the negative consequences of the status quo. We may be more inclined to embrace new solutions or strategies if we perceive them as a means of avoiding an undesirable outcome.
Leveraging emotional drivers
Away From motivation is often driven by strong emotional responses, such as fear, anxiety, or a sense of urgency. While these emotions can be perceived as negative, they can also be harnessed as powerful motivators. By tapping into these emotional drivers, we can harness a deep well of motivation to drive change and achieve our goals. I lost a lot of weight a few years ago and what prompted me to finally do that (after a long time thinking about it but not actually taking action) was the emotional reaction I had to seeing myself in a photo at my friends’ wedding. I said to myself, “OK, enough is enough – I’m sick of being that guy”.
Addressing underlying concerns
Away From motivation can also be a useful tool for addressing underlying concerns or fears that may be preventing an individual from taking action. By focusing on the negative outcomes that they want to avoid, individuals can gain a better understanding of the root causes of their hesitation or resistance, and work to address these issues more effectively.
“While Away From motivation can be a powerful tool, it is important to recognise that it’s not inherently better or worse than Towards motivation. The most effective approach often involves a balance between the two, with people drawing on both types of motivation as needed to achieve their goals.” – Justin Standfield
I often include some training on Towards and Away From motivation in the leadership development programmes I run at Incendo. Participants have told me that they’ve found it especially useful when implementing change, presenting to stakeholders, proposing new ways of working or supporting their staff with personal development or habit change. For example, a manager may use Away From motivation to overcome their own inertia and take the first steps towards a desired goal, and then switch to more Towards motivation to sustain their momentum and stay focused on the positive outcomes they want to achieve.
By understanding the nuances of both Towards and Away From motivation, I have been able to develop a more holistic and effective approach to my own goal-setting, problem-solving and personal growth. I enjoy sharing this with others, so please contact Incendo if you believe there’s an opportunity for me to work with your team on this important aspect of motivation.
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