Rethinking Maslow’s Hierarchy

Abraham Maslow’s hierarchy of needs is still one of the most referenced ideas in psychology and oftentimes marketing. It’s simple, it’s clear, and it makes sense. But there’s one part that doesn’t quite hold up: where he placed belonging.

One of the challenges in creating impactful customer connection, is the use of tools and frameworks, that are convenient but may mislead our perception of real customer realities. Exhibit A: The customer journey.

We’re often conditioned to avoid problems. Problems = bad. But if you’re a marketer or a business leader, problems aren’t the enemy. They’re the starting line.