Unlock Contradictory Needs
Crossed the dateline and now exploring Tonga
While flipping through Jimmy Cornell’s iconic book, Sail the World with Me, I found a quote that captures my current conundrum.
“If you want things to be like home, stay at home.”
This highlights how complex our needs and related purchase decisions really are. Many of us sailors secretly want both the adventure of sailing, but with the comforts of home.
We must embrace these tensions to connect with and influence our brand’s audiences.
Let’s jump into it
Sailing with everyone from CEOs to carpenters has shown me one truth: needs are personal and often contradictory.
Some might savour a fine dining experience one night and crave a bowl of ‘90s cereal the next morning. Another might feel at ease in status and luxury, yet find joy in surfing and staying at a simple beachside lodge.
The comforts of Paris, while floating in the Pacific
My previous agency team often leaned into contradictory needs. While working on a vibrant, global hospitality brand, we used these to shape both the brand’s character and its guest experience.
I also saw this idea in action while exploring the Pacific islands. In places like Raiatea, modern life and island rhythms didn’t compete. They coexisted, forming a dynamic that felt grounded, yet transformative.
Even with these different examples, I’ve noticed many brands shy away from addressing contradictory needs, missing the chance to address what truly drives their audience’s choices.
A helpful resource
Understanding your audience’s contradictory needs is vital for influencing complex purchase decisions. By identifying these combinations, brands can craft experiences that feel authentic and compelling.
Contradictory Combinations
This framework helps your team identify the most relevant contradictory needs. Knowing these can improve brand messaging, campaigns and customer experiences.
For example, Apple blends nostalgic designs (familiar) with cutting-edge functionality (novel) to captivate consumers.
To use this framework, start by observing your audience:
- List their comforts: What do they consistently seek out in their daily lives, experiences or choices?
- Find your quadrant: Which quadrant(s) do these needs align with the best?
- Consider your industry: How does the item or service being purchased affect these contradictory needs?
- Put this into action: How can your brand reflect those contradictory needs through tone, design or experience?
Let’s revisit that vibrant, global hospitality brand.
Their contradictory needs were Identity vs Belonging and Performance vs Restorative. Knowing this, we created experiences where guests could stand out while feeling connected.
Embrace contradictory needs to influence complex purchase decisions
And there’s more
✏️ Join: TECHSPO was unfortunately canceled in Auckland, NZ. However, they have other events across the globe.
📚 Read: How Politics Shapes the World’s Time Zones, with lessons for all business types.
🎧 Listen: As someone who works remotely, I was intrigued by How to Get Out of the Hybrid Work Rut by HBR.
📍 Visit: Niue is a relaxed, easy and welcoming Pacific island with great snorkelling, diving and whale watching.