Designing for superior business performance
A guide for technology, creative and startup leaders
"if you love what you're doing and you always put
the customer first, success will be yours.”
Ray Kroc.
Choice 3: Delight we create - Which needs
Value proposition - identify which needs are met
In this section
Design the Value proposition component - Which needs.
A quick introduction to needs
Abraham Maslow in his 1943 paper "A Theory of Human Motivation" proposed a hierarchy of needs intended to reflect the universal needs and motivations of society and the individuals in it.
Rather than absolute fact, it proposes that needs are hierarchical with the most fundamental survival needs at the base, which must be satisfied as the highest priority and higher needs can be pursued when the basic needs are met.
Applying the hierarchy to your value proposition
If a product or service saves us time or money – then this likely relates to Safety needs.
Our bodies and minds are wired to save energy.
If we can satisfy our needs by spending less energy,
with greater certainty / predictability at lower cost we feel more secure.
Alternatively, belonginess has been used by marketers for decades.
Buying some products gives the consumer a sense of belonging.
For example, buying Lady Gaga perfume puts that person into the group of
Lady Gaga admirers and perhaps reinforces the self- image of being more like Lady Gaga.
Someone likely pays for luxury items when non-luxury alternatives
can get the job done for reasons including
satisfying esteem needs or elevated social status and the acceptance or
admiration that comes with that .
Finally, the actualization layer is about fulfilling our desire to be
or achieve our ideal self. Consider the value proposition that enables
a parent to feel like they are being the best parent they
could possibly be, then their actualization needs are being met.
Choosing to study at an expensive highly regarded educational institution
is another. It fulfills the person’s quest for actualization,
learning from one of the best schools, as well as the social status and
belonginess from the prestige of being a graduate of such a school
Tip
Be sure to know which needs in the hierarchy your value proposition appeals to or needs to appeal to
StrategyCAD™ includes the needs specification in each Job to be Done / Offering canvas.
As you identify your own value drivers it can be helpful to trace them back to one or more of Maslow’s hierarchy or motivations, to:
understand at what level(s) of the hierarchy the need being satisfied is – sometimes appeal at multiple levels including the higher levels results in a higher willingness to pay as higher and multiple levels of need are addressed
how the value proposition relates to or does not relate to each layer of motivation
have a way to relate your value drivers to common needs / motivation model
To review any of the individual needs please refer to https://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs
Continue . . .
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