The blueprint for emotional well-being
The Human Givens approach underlies everything I do when it comes to marketing. If you believe the behavioral economists that we are irrational beings pretending to be rational or essentially storytelling to ourselves to believe we aren’t irrational, then why not lean in on these psychological triggers?
The Human Givens system is a blueprint for emotional well-being. It identifies our innate emotional needs and the resources we have to meet them. It’s akin to discovering a manual for mental health that’s been hidden in plain sight.
The crux of the Human Givens approach is simple yet profound: if our emotional needs are met in balance, we are less likely to experience mental health issues. It’s like understanding that just as our bodies need a balanced diet to thrive, our minds need a balance of emotional nutrients to stay healthy.
Here’s the real kicker: we’re all born with the resources to meet these needs. These are the inherent tools provided by nature, such as the ability to build rapport, empathize, solve problems, and dream. It’s empowering to think that everything we need for emotional health is already within us. But, as with any tool, it’s not just about having them—it’s about using them effectively and in harmony.
Let’s break it down further by listing these human givens:
- Security: A safe environment that allows us to develop fully.
- Attention (to give and receive it): An essential form of nutrition that aids our psychological health.
- Sense of autonomy and control: Feeling we have a degree of control over our lives.
- Emotional intimacy: Having at least one person who accepts us as we are.
- Community: A sense of belonging and connection to others.
- Privacy: Time to reflect and consolidate our experiences.
- Status: Feeling appreciated and valued within social groupings.
- Competence and achievement: A sense of our own competence and achievements.
- Meaning and purpose: Being part of something larger than ourselves.
The Human Givens approach doesn’t stop at merely identifying these needs; it also offers practical, actionable strategies to ensure they are met. This is where the rubber meets the road. It’s not enough to be aware of these needs and resources—we must engage with them actively and thoughtfully.
I believe the Human Givens have two important roles. Within your storytelling, Givens are a way to show character development. A more sophisticated arc than the Hero’s journey is to show how your protagonist evolves in Givens that they are lacking. Readers will connect with your character if they, too, seek to meet this need.
Delivering a human experience in your marketing
The next part is how you seed your marketing with connections to the Human Givens. We all seek these Givens in a world that feels like its only purpose is to commoditize our attention and sell it to the highest bidder.
Why not break away and build your haven around the Givens?
With Author Nation, we are focused on community, belonging, autonomy, and control. As we roll all this out, it is natural for people to initially be shocked and even feel excluded. See last week’s article for why.
People often go to a place of fear and uncertainty when there is change because, as individuals, they are trying to find where they belong and how they fit in the hierarchy. When you don’t fully understand, it is normal to be concerned that you could be left behind or miss out.
Some people unconsciously seek a community of miracles and hope, with a prosperous writing career given by association. Many people exploit that desire.
I am constantly being told that it’s not good for ticket sales to say that publishing is complex and that there will be those who don’t succeed. I understand that, and I also understand that those who want to be part of a community that is honest about the chances and choose to do it in the face of those odds are the people who have the best chance. As you build your community around your brand, you’ll know who you want to congregate around. Embracing this makes marketing easier because you are tapping into people’s innate needs and delivering on them. As I keep saying, you’re in the experience business, and giving a human experience will win every time.