helped to persuade the British government to gather this kind of
national data regularly in large-scale annual opinion polls.
In its 1998 survey, the Campaign asked individuals how they
thought learning could be most useful to them personally. The
results give a clear indication of what might switch us on:%
Helping me to achieve what I want out of life 17
Satisfying my personal curiosity 12
Improving my job prospects 10
Improving my quality of life 10
Stretching my brain 10
Increasing my self-confidence 7
Improving performance in current job 6
Increase salary 5
Improving my standard of living 5
Source:Attitudes to Learning, MORI, 1998This is an interesting mixture of personal, social, and economic or
work-related reasons, but the most significant ones given are per-
sonal, about realizing individual potential. It is a central argument
of Power Up Your Mindthat learning to learn involves learning to
develop the full range of your intelligences in your work and in your
personal life.
The Campaign for Learning also asked people to say which
phrase would be most likely to switch them on. The two most pop-
ular were:%
Discover the talents within you 41
Learn now for a better future 32When we probed further and asked working adults what would
encourage them to learn something related to their work, the fol-
lowing were preferred:%
There’s more to your job than people realize:
get your skills recognized, get qualified 41
Learn more, earn more 36
Learning pays 3556 Power Up Your Mind