If you want to master influence, persuasion, and human intelligence (HUMINT), you must first understand what truly drives people.
At the core of every decision - whether in espionage, business, or leadership - lie a few primal motivators.
One of the most powerful frameworks to decode human behavior is the MICE model: Money, Ideology, Compromise, Ego.
Originally developed in the world of espionage and intelligence operations, it helps explain why individuals cooperate, betray, or align.
But its power extends far beyond the intelligence field.
In business, sales, recruitment, negotiation - or any high-stakes interaction - MICE is a strategic tool to ethically influence decisions and anticipate behavior.
- Money is a magnet and great manipulation leverage.
- Ideology is the most powerful I believe. Belief drive actions, if you align with the ideology of your interlocutor, you create a unique leverage of trust.
- Compromise is trashy. It's about using someone's vulnerabilities.
- Ego is the easiest secret weapon.
They're tools for influence.
Misused, they're the quickest way to lose trust.
Originally used in intelligence to identify why individuals might betray their country, this model is equally applicable in the business world.
In this article, we explore the first and most universal lever: money.
Money, the universal motivator
Money, in its most basic form, is a potent motivator.
It’s a universal language understood across cultures and industries.
Its influence is profound and multifaceted, impacting individuals and organizations.
Why is money so influential?
The influence of money extends beyond mere transactional value. Basically, it fulffils basic human needs: need for security, comfort, and stability. Money provides a means to secure life's necessities: food, shelter, healthcare and education.
In our capitalist modern world, money is seen as a symbol of success and achievement. And in many societies, financial prosperity = personal worth and social status.
This perception enhances the motivational power of money, driving individuals and businesses to pursue financial gains as a measure of their success.
How money can be used as a lever
Example 1: A company aiming to hire an employee from a competitor. Offering a higher salary is a straightforward strategy, but leveraging bonuses, stock options, or other financial incentives can be equally persuasive.
Example 2: In M&As negotiations, the financial aspect is often the most significant lever. Attractive monetary offers can convince shareholders to support such deals.
Example 3: Brokers and intermediaries in business. They do not monetize any type of expertise. They monetize their network. A way to bring new interesting deals to your company is to work with brokers: they hunt the good deals for you, in their all-ready network, you just have to be willing to pay the high price for this type of lead.
Actionable ways to use “money” as an ethical lever
1. Incentive programs for employees
- Implement performance-based bonuses to motivate employees to achieve specific goals. You win as much as they do.
- Introduce profit-sharing schemes where employees receive shares of the company's profits, aligning their interests with the company's success. It’s not your baby only, it’s theirs too.
2. Strategic pricing models
- Use competitive pricing strategies to attract customers from rivals.
- Implement dynamic pricing where prices adjust based on demand, time, or customer behavior.
3. Investment in customer relationships
- Develop loyalty programs offering discounts or rewards to repeat customers.
- Provide incentives for customers who refer new clients, expanding your customer base through trusted networks.
4. Negotiation tactics
- Offer discounts on bulk purchases to encourage larger orders.
- Provide discounts to customers who pay their invoices early (improving cash flow)
- You want the exclusivity with a supplier. Give it more than the others, with early payment, one-time payment, and 100% before production.
5. Funding and financial partnerships
- Seek venture capital funding for growth, offering a stake in your business for financial investment.
- Form partnerships with other businesses for mutual financial benefit, like co-marketing agreements.
6. Cost management
- Adopt lean management principles to reduce waste and unnecessary expenses.
- Outsource non-core activities to save costs and focus on your business's key competencies.
By using money in these ways, you can motivate individuals, influence decisions, and drive business growth - while maintaining ethical standards.
"Money will ruin the life of any man who treats it like anything but a tool for his business." Henry Ford
Remember, use money wisely, as a tool that aligns with your business values and long-term goals.