1. Maslow Groups Cambridge 2011 HR Strategy Discussion Short Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited www.campaignstrategy.co.uk www.campaignstrategy.org

2. Support for Human Rights ? Pioneers Settlers and Prospectors ?

3. C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., 2003-2009. All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Power versus Univeralism (a key antagonism) Pioneer Prospector Settler

4. Human rights ? Settlers: Morality – rule based – what do rules say ? Low agency – what do leaders say ? Maintain identity - kith and kin first Foreigners ? Unknown = risk Does it make us safer ? Is it traditional ? Is it part of our identity ? Disiplinarian/ authoritarian Prospectors: Pragmatic/amoral – will it work ? What do winners do ? Will it help us win/ succeed/ be the best/ achieve more ? Good for business ? Will it help my/our reputation ? Fun ? Profitable ? Rewards/ recognition ? Celebrity approved ? Pioneers: Have you asked the right questions ? Is this the most ethical option ? Least interest Possible interest Of course ? ?

5. Increasing support for human rights Settlers:Prospectors:Pioneers: Strategies differ Hard to enlist, easily alienatedNaturally disinterested, swayable Natural base

6. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rule s Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Prizes, tests & competitions Stop cheats, enforce rules, Watch Groups Keep assets Fight off alien threats Resilience, cut costs Sustain local identity Safety campaigns Social events to be seen at, with celebrity New stuff, top designs, extreme activities, buzz You remake the future Ethical campaigns on issues Care campaigns Follow leaders, uphold tradition Outline Campaign Planner Pioneer Prospector Settler