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" ... Behind each mindstate is motivation, or a force propelling a person to go after their goal. Through researching motivational and behavioral psychology, I found nine core motivations: achievement, autonomy, belonging, competence, empowerment, engagement, esteem, nurturance and security. At this step, your job is to determine which motivation is driving your client in each stage of their life and career. ... "
" ... For those new to this, "mindstate" is a term I coined that explores the psychology behind people’s decisions; it is made up of their goals, motivations and regulatory approach. When you design marketing creative based on somebody’s subconscious mindstate as they consider your brand, you can get people to listen, care and act. ... "
" ... The brand experience, aesthetic and shopping process are all designed around the "optimistic engagement" mindstate: Maximize enjoyment and excitement in an immersive environment. ... "