In Academy, we assume that everything starts with the needs.

Marshall Rosenberg was teaching about it in his non-violent communication.
Frederic Laloux writes about it in “Reinventing organizations”.

Business comes from needs and exists to fulfil the needs. Sales and marketing need to use the language of needs and the language of values to be efficient.

But the human being often forgets that and, following his need of ease, selects the easiest ways to impact others fastly in the name of a business.

The impact, the influence from all around causes that needs disappear from the sight. They disappear in the order described by Maslow.

We need awareness in order not to be influenced and to remain loyal to the real needs. Our own and those for whom we run our business.

We in The Academy of Negotiation and Communication, we develop this consciousness. For people of business.