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THE POWER OF READING PEOPLE

• “You appear to value your uniqueness. How important is it
for you to distinguish yourself from others?” (individualistic
motivator)

• “You seem to hold traditional values. How essential is tradition
in your life?” (traditional motivator)

• “Financial stability is quite important nowadays. How critical is
financial security for you?” (utilitarian motivator)

Alternatively, the process of elimination can also be insightful. For
instance, asking, “Money doesn’t seem to be your primary concern,
is that right?” could suggest the individual is not primarily driven
by financial motives.

LOOKING FOR THE MOTIVATION
It’s common to find individuals with blended motivational factors,

such as economic/aesthetic or social/individualistic. Through ex-
perience, certain inquiries have been effective in pinpointing these
drivers and their combinations:

• “Would you say it’s more important for you to make decisions
on your own, or do you prefer making decisions collaborative-

ly?” (clarifying individualistic tendencies)
• “How do you approach learning new things, like at the gym?

Do you follow a detailed plan, or is it more about enjoyment?”
(defining theoretical interests)
• “In your past roles, was the financial reward or the enjoyment
of the work itself more motivating for you?” (distinguishing be-

tween utilitarian and aesthetic drives)
• “How do you feel about people who prioritize earning money
above other aspects of life?” (refining utilitarian preferences)

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