Each week we’re sharing one of the 16 fundamental drivers of opportunity in our Accelerate model.

This week… CONTROL


The world is fraught with problems: our lives constantly in a state of change and flux, where we encounter issues and obstacles and where the future is unknown. The solutions posited for controlling these problems – both at a personal and societal level – are many and diverse. But there are still opportunities out there to help people navigate their challenges and bring back a sense of control in this uncertain world.


The opportunities surrounding the CONTROL driver include helping people make transformational change in their lives, as well as aiding them in overcoming problems, challenges and pressure. It could simply be about managing doubt and uncertainty or finding safety and security. Contrary to what we’ve mentioned so far, the driver is not inherently negative; it can demonstrate our ingenuity and ability to solve problems.


We’ve also investigated the psychology of CONTROL – and have found that there are 5 main ways of tapping into this driver. Perceived Control – helping people to believe in their own potential to control their lives; Cognitive Control – helping people to control their thoughts and actions; Emotional Control – helping people control their emotions and how they feel about events in their lives; ego Control – helping people to keep their appetites and impulses in check to achieve greater outcomes; and Social Control – helping people to control their social interactions and support their desired outcomes.


There are many brands that encompass this driver; Apple – and in particular, its operating system – is a good example. Users of Apple happily hand control of their music, diaries, files and how their products work to the tech behemoth: the brand operates as a trusted guardian of control.


The giddy acceleration the internet era has brought about occupies an important place in CONTROL at a cultural level, as well as providing the potential solutions for its mastery. The distrust of ‘experts’, polling and mainstream news outlets – as well as a growing awareness over how our data is appropriated – can be seen as negative articulations of this. While the slow culture trend might be read as a desire to return to a more human, controlled pace of life.


Follow this link to read more about our Accelerate model and the 16 human drivers of opportunity


Next week: Enhancement

Marc Cohen

Written by Marc Cohen

Successful entrepreneur and executive within market research, data and subscription/SaaS businesses, including venture-capital backed companies. I have built and led a number of market-leading products and consultative research companies, and led several successful exits. I have worked and lived in UK, US, continental Europe and Asia.