The SCARF Model: Product Insights, Customer Motivation

This article from Justin Owings discusses a fairly simple model for motivation and how it can apply to your products and your customers. What makes your customers, your advocates, act?  What makes them pull away or ignore requests? The SCARF model was created by Dr David Rock. It is about understanding motivation. You can read Dr Rock’s publication SCARF: A Brain-Based Model for Collaborating With and Influencing Others. At the basis is the thought that we are motivated to approach good stimuli or rewards, and we disengage or avoid stimuli we see as bad or a thread. 

The acronym "SCARF" stands for status, certainty, autonomy, relatedness, and fairness. Very briefly, if you use the model to gain insight to your products you might think through the following questions:  

Status: how does your product elevate the status of your customers?

Certainty: How does the product assure users it does what it's says it does?

Autonomy: How does my product empower my users to act?

Relatedness: How does my product help me connect to others?

Fairness: Is my product fair?

Dr Rock originally created the SCARF model to help us understand our motivations and the motivations of others. As we see above the model can help you gain insights to your products. The model has also been used as a framework for thinking through personas and then crafting collateral and messaging which then resonates with target markets.

What are your thoughts on the SCARF model and how it might apply to your products, processes, or customers?