Products of Survival Image

This diagram shows the five levels from Maslow's hierarchy of needs to describe how you can assess the needs of your customer. As you go up the hierarchy the certainty and stability of customer needs increase and the uncertainty and threat to your product decrease.

Maslow's five levels starting at the bottom:

  • Physiological: The basic needs for survival, the product may address the very basic needs

  • Safety/ Stability: The needs for security, the product does the job, barely

  • Social/ Belonging: Being a member of group, the product is generally accepted by many customers

  • Esteem/ Ego: Being valued by the group, the product gets good views from customers

  • Self-Actualization: Being fulfilled, meeting all the needs of a customer at all levels

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