The Daily Scott Scheper

600 West Broadway, Suite 700
San Diego, CA 92101

(Home Page)

No. 111

A writing piece from Scott P. Scheper.

No. 111

Scott P. Scheper
One American Plaza
San Diego, CA
Monday, 4:14 pm

Dear Reader,

The audience I wish to serve, roughly defined, are those who are: entrepreneurs and marketers... and... are committed to growth and learning.

By entrepreneur, I mean: those who undertake risk, primarily on the spectrum relating to business. By business, I mean: an activity centered on creating value for others.

Entrepreneurial success relies on others, which makes understanding the inner-workings of others worth learning. By inner-workings, I'm referring, primarily, to the human mind.

The human mind is a cross-disciplinary area of study. There are many fields which have dedicated sub-fields concerned with its study.

To list but a few:

  1. In Psychology there's the Theory of Mind
  2. In Science there's Neuroscience, as well as Cognitive Science.
  3. In Philosophy there's Philosophy of Mind, as well as The Mind-Body Problem.
  4. In Evolutionary Biology, there's Evolution of Human Intelligence.

Instead of diving into these areas now, let's take a step back and jump straight into the most important area entrepreneurs and marketers must know: the area of human desires.

One abstraction of human desires is the following list.[1] See below:

Model A: The 6 Human Desires

  1. Certainty
  2. Uncertainty
  3. Significance
  4. Love
  5. Growth
  6. Contribution

Another model of human desires is simplified into three.[2] See below:

Model B: The 3 Human Desires

  1. Approval
  2. Control
  3. Security

This one is an interesting model. It encompasses many of the desires from Model A. However, Model A does indeed seem to touch on something important: humans desire certainty, as well as the inverse of it: that of uncertainty.

Perhaps, this can apply to each of the core desires exemplified by Model B. For the sake of simplicity, let's move forward with the simpler model: Model B. But adopt and apply the insight from Model A. The idea is this: humans desire not only their expressed desires; they also desire the experience of its inverse.

For instance, take this model of human desires, which we get by adopting Model B, as well as the inverted version of each desire:

Model C: Model B + Inversion

  1. Approval
  2. The Inverse of Approval
  3. Control
  4. The Inverse of Control
  5. Security
  6. The Inverse of Security

It seems absurd to propose that you, yes, you——the one reading this right now——desires the opposite of Approval, Control, and Security. But is it absurd? What makes Approval, Control, and Security so great is that we know what the opposite tastes like. In fact, secretly, we even desire the opposite.

Take a time in your life where you've been experiencing a lot of Control. An event may arise in your life which moves you towards the inverse of control, towards, perhaps chaos. One would expect such an event to trigger the person responding by trying to exert control over the situation. However, the opposite happens: it unleashes a furtive, long-held desire by the person. The desire to experience spontaneity and chaos in their life! They end up enjoying this desire for some time (after years repressing it).

This is but one interesting component of human nature, and the human mind that we, as entrepreneurs and marketers, must not be merely aware of... to be great, we must be masters of this field——in knowledge and practice.

If this is of interest to you, well then... you've landed in the right place. For this is the area I intend to make sure you are a master of even compared to those who claim to be such, or even hold degrees declaring such.

For this shall be unleashed in full-force within my Monthly Physical Newsletter, The Scott Scheper Letter.

Looking forward to sharing with you soon.

In the meantime,

Keep grinding. Keep shipping. And stay focused!

Warm regards,

image Signature of Scott P. Scheper San Diego

Scott P. Scheper

  1. Robbins, Tony. MONEY Master the Game: 7 Simple Steps to Financial Freedom. 1st edition. New York: Simon & Schuster, 2014. ↩︎

  2. Dethmer, Jim, Diana Chapman, and Kaley Klemp. The 15 Commitments of Conscious Leadership: A New Paradigm for Sustainable Success. United States: Conscious Leadership Group, 2015. ↩︎


Scott P. Scheper