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Happiness as your business
 

Happiness as your business

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Flow theory about happiness in business

Flow theory about happiness in business

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    Happiness as your business Happiness as your business Presentation Transcript

    • Happiness as Your incorporating the human drive for fulfillment into your core business Business Model
    • there was this dude
    • wrote this book
    • It is not from the benevolence of the butcher, thebrewer, or the baker, that we expect our dinner, butfrom their regard to their own interest... The Wealth of Nations, Book I Chapter II
    • yikes. well, thank goodness there was an
    • By pursuing his own interest he frequentlypromotes that of the society more effectually thanwhen he really intends to promote it. The Wealth of Nations, Book 4 Chapter II
    • but what is even more awesome is that thisinvisible hand ain’t so invisible anymore
    • it’s a big freakin’ obvious hand and itcomes in the form of...
    • and we are using these tools to produce all sorts ofcontent online like
    • as we raise our voices, we are doing the stuff thatis making us really freakin’
    • we are raising our voices to our
    • we are sharing knowledge and becoming reallystinking
    • and we get to do ALL of this while hangin
    • this rocks. it is an ideal economic situation.
    • okay. lemme take that back.
    • it’s an ideal economic situation for the people whoare part of
    • i heart economics
    • it is still trying to figure stuff out
    • if only there weren’t those darned people in theequations, everything would go smoothly
    • see, most traditional economics see the world asfilled with
    • Homo Economicus
    • characteristics of homo-economicus• efficient• predictable• motivated by the best deals• influenced heavily by marketing• will always work in his/her own best interest• mostly rational in buying decisions
    • (forgive me while I pause to roll my eyes.)
    • you and I both know that the people in themarketplace look a great deal more like
    • Homo Feelgoodonicus
    • characteristics of homo-feelgoodomicus• inefficient• unpredictable• motivated by what makes him/her happy• ignores marketing messages where possible and rails against marketing messages that annoy• will sometimes cut of his/her nose to spite his/her face• buys crap that makes no sense whatsoever, like those big foam fingers for $10 at sports games
    • you just can’t build prediction models for this stuff
    • besides
    • ...is a multi-billion dollar industry
    • [insert staggering stats here]
    • the key is in helping homo-feelgoodomicus feelgood
    • and this is where I segue into
    • lets talk a little about the history of positivepsychology...
    • psychology had a long history of being focused onthe negative stuff, like
    • but in 1998, Martin Seligman, proposed a focus onthe study of POSITIVE PSYCHOLOGY.
    • positive psychology is the branch of psychologythat “studies the strengths and virtues that enableindividuals and communities to thrive.”
    • pretty complicated stuff
    • ...but WHY happiness? why does this matter?
    • 7 reasons that happiness is key to success1. happy customers talk to more people about their positive experience2. unhappy customers talk to the MOST people about their negative experience3. happy customers are repeat customers4. happy customers will pay more for an awesome experience5. happy customers are loyal6. happy customers will drive your marketing for you7. happy employees are more productive, creative and loyal
    • so, what is happiness anyway?
    • exercise: what makes you happy?
    • for as many people there are on the planet, there isa different answer for what makes us happy.
    • but the American Psychological Association dugdeep down into our hearts desires and found thatthere ARE some universals. and they are...
    • autonomy
    • autonomy includes:•feeling in control of one’s surroundings•understanding one’s own resilience•feeling of agency•empowerment
    • competence
    • competence includes:•confidence in one’s abilities/knowing one’s strength’s•feedback from others on one’s performance•learning and growing skills•self-actualization•doing meaningful work•getting into flow
    • relatedness
    • relatedness includes:•interacting with others•connecting with people and connecting people•giving to others/being generous•feeling loved•emotional security•acknowledgement and support (mentorship)
    • self-esteem
    • self-esteem includes:•your ‘set-point’ or natural (genetic) confidence level•something you can work on through cognitive behavioral therapy, meditation or medications•not influenced from the outside world, but apparent when triggered by events from the outside world
    • the pillars of happiness • autonomy • competence • relatedness • self-esteem or set pointfrom the Journal of Personality and Social Psychology, published by the American Psychological Association (APA) 2007.
    • what is really important about knowing these pillarsis to understand what works AGAINST happinessas much as what creates it.
    • fear
    • contributors to fear•ignorance•misinformation•insecurity•inexperience•fear-mongering•mistrust
    • pew internet research noted that the majority ofpeople ages 50+ who are not online are not onlinebecause of the scary stories they hear.
    • confusion
    • what leads to confusion•paradox of choice•noise ratio•lack of clear information•secretiveness•half-truths
    • loneliness
    • what causes loneliness•isolation•distrust of others•fear of rejection•lack of acceptance•insecurity
    • lack of control
    • what leads to lack of control•loss of control over the circumstances of one’s life•loss of agency•withheld information•secrecy•uncontrollable circumstances
    • struggle for survival
    • remember maslow’s hierarchy of needs
    • you can’tget here without all of these being taken care of
    • barriers to happiness• fear• confusion• loneliness• lack of control• struggle for survival
    • the axis of misery
    • industries that seem to be
    • hell bent on delivering miserable experiences
    • car rental companies
    • airlines
    • telcos
    • very consistent in helping their customers feel like
    • in order to be an agent of happiness, you need toeither create the environment for it or you have tointervene in the barriers...
    • which means where there is the axis of misery,there is the opportunity to make $$ making peoplehappy
    • (the bar is set amazingly low)
    • car rental companies
    • zipcar
    • airlines
    • southwest
    • telcos
    • skype
    • these companies have flourished in the void wherethe axis of misery entirely misses the point.
    • exercise: name an experience that made youmiserable. Could you build a business that doesthe opposite? Discuss.
    • so...it’s one thing to remove the barriers tohappiness, it’s a whole other thing to
    • figure out the basic principles of
    • and be aware of them when we are designing ourwebsites, products or services, then we can
    • be agents of...
    • so for instance let’s take
    • autonomy
    • we need to take the stuff that leads to peoplefeeling autonomous and build it into what we aredoing...
    • 5 ways to create feelings of autonomy1. give people tools to personalize their experiences2. build tools that democratize previously inaccessible industries3. offer clear and attractive choices4. be open and transparent5. don’t lock people in
    • competence
    • 5 ways to increase feelings of competence1. create flow...simple entry point to more complex systems2. allow ways for mentors to interact with newbies (create rewards)3. build consecutive levels of achievement into the experience4. plant ‘easter eggs’5. don’t talk down to your customer
    • “flow” - mihaly csikszentmihalyi (cheek-sent-me-high)
    • The flow state is an optimal state of intrinsicmotivation, where the person is fully immersed inwhat he or she is doing. This is a feeling everyonehas at times, characterized by a feeling of greatfreedom, enjoyment, fulfillment, and skill—andduring which temporal concerns (time, food, ego-self, etc.) are typically ignored.
    • achieving flow• skills acquired along the way• clear goals• feedback provided along the way• user control• facilitate concentration and involvement by making the activity as distinct as possible from so-called reality
    • relatedness
    • 5 ways to increase relatedness1. build in multiple ways for customers to interact2. have many collaborative experiences3. create simple ways for customers to share with a friend4. design for generosity5. create online/offline meeting experiences
    • case studies
    • zappos.com
    • makes customers happy by• WOW customer service (autonomy)• comments/shared feedback on shoes (competence)• twitter, blogging interactions (relatedness)• 10 core values (all of the above)
    • zappos.com 10 core values
    • deliver WOW thru service
    • embrace and drive change
    • create fun and a little weirdness
    • be adventurous, creative and openminded
    • pursue growth and learning
    • build open and honest relationshipswith communication
    • build positive team and family spirit
    • do more with less
    • be passionate and determined
    • be humble
    • the core values of zappos.com lead to anincredibly rich set of relationships - with customers,vendors and even competitors
    • customers employeeswin + win + win = win vendors zappos
    • moleskine
    • makes customers happy by• giving choice in style of notebook - but not too much choice (autonomy)• connecting the experience with turn of the century intellectuals (competence)• moleskinerie (relatedness)• social object (relatedness)
    • twitter
    • makes customers happy by• creating a tool for simple spurts of self expression (autonomy)• ability to learn more advanced functions (competence)• api allows people to build and be more creative with the core (competence)• simplicity of tweeting questions and getting instant answers (competence)• following others gives stream of consciousness (relatedness)• learning about others day to day mundane to deep thoughts and emotions (relatedness)
    • ma.gnolia
    • makes customers happy by• holding regular PIBB chats, VIP program (autonomy)• the ability to follow others and form groups around gathering knowledge (competence)• give thanks (relatedness)
    • ma.gnolia’s
    • wordpress
    • makes customers happy by• plugin architecture and templating system allows for total personalization (autonomy)• open source and transparent (autonomy)• really simple hosted solutions all the way to self-installed (competence)• lots of easter eggs (competence)• sphere plugin, promotion of popular blogs, comment systems and trackbacks (relatedness)
    • exercise: applying the principles of happiness toYOUR company
    • I wonder what
    • would say if he were alive today to see his
    • turn into the much more active
    • of online communities
    • whatever his reaction, I bet he’d be delighted withhow the free market has been moved by the
    • of its players
    • because ultimately, the
    • IS about the
    • autonomy
    • competence
    • relatedness
    • of everyone involved
    • the
    • of your business relies on the
    • of your customers
    • licensing:http://www.slideshare.net/missrogue
    • about those rockin’ images:• Many are from iStockphoto.com (totally cool site) except for: • kissing couple: http://www.flickr.com/photos/teointarifa/490408075/ • robots with penny: http://flickr.com/photos/frogmuseum2/240455686/ • web 2.0 montage: http://flickr.com/photos/stabilo-boss/93136022/ • wiki chalkboard: http://flickr.com/photos/teemow/29921948/ • moleskine: http://flickr.com/photos/confusedvision/226129765/ • twittering: http://flickr.com/photos/laughingsquid/420074166/ (http:// www.laughingsquid.com) • zipcar: http://www.zipcar.com • southwest airlines: http://flickr.com/photos/smartjunco/421611105/ • skype cards: http://flickr.com/photos/ndm007/284882959/ • misery license plate: http://flickr.com/photos/mollyeh11/931046867/
    • some references• Craig Newmark Quote: http://sfgate.com/cgi-bin/article.cgi?f=/c/a/ 2004/08/15/NEWMARK.TMP• Avant Game: http://www.avantgame.com• Cruel 2 B Kind: http://www.cruelgame.com• Microformats: http://www.microformats.org• OpenID: http://www.openid.net• Creative Commons: http://www.creativecommons.org• BarCamp: http://barcamp.org• Coworking: http://coworking.info• Ma.gnolia: http://ma.gnolia.com• API (Application Programming Interface): http://en.wikipedia.org/wiki/API• Friend Wheel: http://apps.facebook.com/friendwheel• Great internet stats: http://pewinternet.org• Whuffie: http://en.wikipedia.org/wiki/Whuffie• Porn addiction recovery: http://www.no-porn.com/
    • Tara Hunttara@citizenagency.com 415.694.1951 skype: tarahunt747www.citizenagency.comwww.horsepigcow.com