Abraham Maslow’s famous ‘Hierarchy of Needs’ is a set of motivational theories referenced by marketers and their agencies worldwide - helping them understand who to sell their products to, and how to create a message that resonates powerfully.
It comprises a five-tier model of human needs, often depicted as hierarchical levels within a pyramid. From the bottom of the hierarchy upwards, the needs are: physiological, safety, love, esteem, and self-actualization.
Although Maslow initially stated that individuals must satisfy lower level deficit needs before progressing on to meet higher level growth needs, he later clarified that satisfaction of a needs is not an “all-or-none” phenomenon, admitting that his earlier statements may have given “the false impression that a need must be satisfied 100 percent before the next need emerges”.
From a scientific perspective, the hierarchy of needs has been criticised as lacking validity and relying on bias. Nevertheless, it is still referenced widely in marketing circles. This episode looks at the timeless psychological principles underpinning these theories, and the value they create for entrepreneurs today.
ABOUT THE HOST: Jane Bayler is a serial entrepreneur, investor, speaker, event host and business scale up expert. She had a 20 year history in global media and advertising, before becoming a serial entrepreneur herself, with multiple businesses in real estate, marketing and education. Having grown and sold a £6M brand identity business to US communications group Interpublic, today she is most passionate about and committed to serving other entrepreneurs – helping them grow their businesses and achieve their best lives.
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