What People Actually Need
Maslow's hierarchy and what it means for every builder, leader, and communicator
Drawn from A Theory of Human Motivation by Abraham Maslow
The Hierarchy Explained
People do not move to higher-order needs until lower-order ones are adequately met. This simple insight changes how you build, lead, and communicate.
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The Foundation Needs
No higher-order aspiration holds up when the foundation is threatened. This is the most consistently ignored principle in building for underserved communities.
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The Need to Belong
Belonging is not a nice-to-have in community building. It is the primary motivation once foundation needs are met.
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The Need to Be Recognised
Esteem needs — respect, recognition, achievement — are what most young people you are designing for are primarily motivated by once foundation and belonging needs are met.
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The Peak Need
Self-actualisation is what people pursue when everything else is taken care of. Most people never consistently reach it. Understanding why is the task.
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Designing for Real Human Needs
The organisations and products that have the deepest lasting impact are almost always the ones built with an accurate understanding of which needs they are actually addressing.
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