How we change what others think, feel, believe and do
This basic principle of using needs can be used in all kinds of changing of minds, as these are deeply programmed drivers.
Men need to attract females and so must demonstrate they are virile, and can protect and feed their families. They also need to beat other men to get to the most fertile-looking women (which they interpret as beauty).
Men hence need:
Men tend to avoid debilitating emotions such as sadness and fear whenever they can, as this makes them look strong and prevents weakness in a fight.
Women need to attract males and so have to demonstrate fertility and the ability to raise children. If the man is dominant, then the woman must also be able to take a strong position beside him. Being weaker, she also needs to be able to get on with people, including other women in the tribe.
Women hence need:
Children also have needs. In particular, as they are rather vulnerable, they need care and protection.
In general, they need:
When interacting with men, women and children, use these different drivers to customize what you say in order to get attention and change minds.