SCOAP Motivation

Article

SCOAP Framework

M uch has been written about motivation and there are many (false) assumptions to motivation also. So let’s start with a simple definition of motivation. We say that motivation is:

An aroused state of goal pursuit.

This may sound slightly academic. Aroused means energised or emotionally activated (we focus on some of the biology in level 3 articles). Emotions are the biological drivers to action, they activate and energise the system and direct our brain towards a goal. These goals can vary from small goals that come by during a day, to larger goals that go over multiple days, to longer-term goals, to life-time goals.

	Life Feature	Big	Moderate	Small	Micro
*Time scale*	*Long-term*	*Long-term*	*Mid-term*	*Short-term*	*V. Short-term*
Business	Promotion to dream role	Promotion / get the job	Successful project completion	Run a good meeting	Be complimented on your work
Sports	Win Major Title / Global Title	Win Title	Win a Match	Have good training session	Complete an exercise well
Family	Get married / have a baby	Child starts school	Have a great holiday	Have a special family meal	Receive a compliment

These goals are defined by SCOAP needs but often include multiple needs – indeed the most powerful drives do target multiple needs, this is why they are so powerful. Differences in personality and how these needs manifest in individuals (there is individual variation) will give variations in motivation for specific goals.

Achieve vs. Protect

However, when we talk of goal pursuit we always think of achieving things and forward momentum towards a goal. This leaves out one of the most important biological drives in all organsims and in human beings namely that of protection or avoidance. This is often ignored in many motivational theories despite there being a large body of research in many fields (in psychology it is known as approach/avoidance).

Because of its obvious importance we include this in the SCOAP model. This means we are driven to fulfil our needs but also to protect them.

- We will aim to improve our self-esteem but will also avoid damage or protect our self-esteem
- We will aim to gain control but also protect our control or freedom
- We will aim to build knowledge and collect information but avoid missing out on knowledge and information
- We will aim to have positive relationships but protect our relationships and losing them
- We will aim to have positive experiences and avoid painful or negative experiences

These patterns are natural patterns and we all have them to a degree. However we may have different personalities: those that are more achievement focused and those that are more avoidance focused. Those who are more achievement focused will see the upside, the positives. Those who are more avoidance motivated will see the negatives, the downsides, they are fear focused.

This means that in change contexts we may need to ensure that we communicate well and take into account both sides. Communicate the positives but ensure the downsides will be minimised.

Though we may feel that being achievement focused is “better” we tend to see natural population distributions. Our research has shown that high-performers often have strong achievement and strong avoidance drives! Both are motivational drives and so can increase motivation. Think of a sports person who loves winning (achievement) but hates losing (avoidance).

Our internal data shows that:

- High performers tend to have both high achievement and high protection drives
- High performers tend to have high drives across all needs
- Low performers tend to have lower achievement and protection drives
- Startup founders tend to have very high achievement drive and low protection drives
- Compared to corporate leaders who have much higher protect drives

Intrinsic vs Extrinsic

A topic in motivational literature and in the general population is that of extrinsic motivation vs instrinsic motivation. Extreinsic motivation is driven by external rewards, often money, or alternatively punishment. Intrinsic motivation is driven by internal desires. Indeed some big theories of motivation such as Self-Detemination Theory focus explicitly on intrinsic motivation.

However, this is sometimes a problematic distinction because all behaviour happens in a context and therefore has an external impact and feedback. thereby making all motivation, to a degree, extrinsic.

By intrinsic we often mean natural drives which are precisely what SCOAP describes. A better way to think of it is of goals being self-determined, or that an individual can relate to them, that they are aligned with personal values and goals, and they can be internalised, and “owned”. If they resonate with an indivdual’s SCOAP needs they will be so.

Summary

Motivation is an energised state to achieve goals. These goals will in some way shape or form be related to SCOAP needs. Goals will also vary in size from small daily goals to life-time ambitions.

We have two forms of motivation one to achieve goals, the other to protect or avoid damage to needs. We need to consider both sides.

Being able to internalise goals is important.

Simple Takeaways

Target achievement and protection aspects in communication
When planning consider protect types also
Protect types don’t respond well to positive messaging

References

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