The bonds that bind

And they fall in love…

This drive is straightforward. Everyone wants to have a little helping of love. And they’ll fight wars, or create video games, or even rally the troops to defeat the dreaded Golden State Warriors simply to get some love.

In more formal terms, it is known as the drive to bond. Now what does this look like on a daily basis? Well, imagine you had the choice between feeding your future ex-girlfriend your normal meal or cooking yourself. You could just get a massive portion of Chipotle via UberEats for her.. But you’re thinking a home cooked Spanish style tomato salad with salmon and chickpeas doesn’t sound bad either..

Because you want a little more action that just a peck on the cheek, you choose to cook. You venture to Whole Foods and grab two healthy looking organic Pacific-caught farm fresh salmon steaks. You buy two portions of kale salad and you decide to make your own vinaigrette. Excessive? Yes. But when else will you get the chance to “bond” with her? It’s now or never, baby.

This is what people will do for the drive to bond. This drive explains businesses such as cosmetics, perfume or lingerie. But it also explains why people throw Friendsgiving parties or go to live sports games. People want to feel a sense of connection to something bigger than themselves.

Unsurprisingly, it is also an easy way to get people to pay more. When you trigger this drive, people feel compelled to go beyond the call of duty.

How can you connect your work request to their drive to bond today?