Maslow’s Pyramid or the Theory of the Hierarchy of Human Needs is a concept from psychology that
has become one of the most widespread dynamics of HR management.
It is based on the principle that human needs have a hierarchical relationship capable of
directing the motivation of individuals towards different types of satisfaction.
Although it is often used to define marketing strategies inside and outside the business, one of its key
benefits is that it reminds us of a truth that managers and marketers sometimes overlook: we are
dealing with people! They have different desires, urgencies, and inspirations.
In this post, you will dive deep into human motivation to understand the essence that governs our
behavior and understand how Maslow’s ideas can and should be used to develop bonds with
collaborators and attract more customers to your business. Let’s go together to discover more about
the topic!
The emergence of Maslow’s Theory
The famous Theory of Human Needs was uae telegram data developed and presented by the
American psychologist Abraham Maslow , one of the most notable authorities in humanistic
psychology, an area dedicated to the study of human behavior and the forces that influence it.
Maslow’s first observations were made with monkeys. The psychologist noticed that these animals
radically altered their behavior according to certain physiological needs.
Those that were not given food, for example, were much more aggressive, but became docile shortly
after satisfying their appetite.
His studies also included research into sexuality and domination in both monkeys and humans, and
his findings were published in his 1954 work Theory of Human Motivation , which first illustrated his famous Pyramid of Human Needs.
The layers of Maslow’s Pyramid
Maslow’s Pyramid is a brilliant expand your audience with facebook ads representation of his
concept, organized in a didactic and functional way.
All essential human needs are described, from the physiological ones that form the base of the
pyramid, to the most abstract ones, at the top. We will tell you about them below!
Basis: physiological needs
Physiological needs are those related jiangxi mobile phone number list to our survival, such as
breathing, rest, food, hydration and sex. They are the deepest human needs and, when not met,
receive all the attention and energy of the individual.
Second layer: security needs
Once basic needs are met, the individual’s motivation will focus on his or her safety and self-
preservation. This group includes physical protection, the search for shelter, stability, comfort, health
care , among others.
Third layer: social needs
At the heart of Maslow’s Pyramid are social needs and it is from here that psychological needs
begin to predominate .
Once basic and self-protection needs are met, people turn to their romantic relationships, family,
marriage, friends, coworkers, etc.
Fourth layer: esteem needs
Regarding social needs, there is the motivation for acceptance, recognition, respect, prestige,
authority, etc. At this stage, people look for ways to feel valued , whether in their personal lives or in
their professional lives.
Top: self-actualization needs
Finally, at the top of the pyramid are the needs related to self-realization, that is, the conquest of
personal desires , such as freedom, wisdom, independence, self-improvement and self-control,
among others.
According to Maslow’s Theory, satisfying the needs mentioned at one level of the pyramid leads the
individual to feel the needs of the upper layer more intensely.
On the other hand, it is enough for one of the needs of the lower layer to not be satisfied for the
individual’s motives to instantly turn towards it.
Hierarchically, therefore, we have physiological needs as our strongest need, followed by self-
preservation, socialization, self-esteem, and self-actualization.
This means, for example, that a person whose physiological needs are not met will not give much
importance to any other type of need.
Maslow’s theory applied to people management
Based on Maslow’s assumptions, what is expected of a businessman or manager is that, before demanding motivation and/or productivity from his partners and employees, he understands their needs.
Keep in mind that goals and promotions, for example, are at the top of the pyramid, meaning they are self-actualization needs.
Following this reasoning, we can adapt the information described in Maslow’s Pyramid to the professional context.
In this case, we could list needs such as:
- basis: physical rest, mental tranquility, sufficient salary, adequate schedules for basic needs such as food, breaks and hygiene;
- second layer: safe and warm premises, environment and working conditions, stability and higher salary;
- third layer: healthy relationships with colleagues and leaders, favorable organizational climate, mutual respect, work friendships;
- fourth layer: professional recognition, evaluation by results, power of opinion, raises, bonuses, awards;
- Peak: participation in projects that you consider important, autonomy in your decisions, acting in the area that you like, exercising your creativity, having more flexibility, etc.
Of course, there are several needs that are beyond the control of company management, after all, people have their personal conflicts and challenges.
But even when there is no way for a leader to intervene directly, the stance of an understanding leader can make a difference. This is one of the pillars of humanized management.
The biggest difficulty for many companies is breaking down the barriers between leadership and work teams.
To identify the needs of the people who divide the space in an organization, it is essential to adopt clearer, more open and horizontal internal communication strategies .
Maslow’s Theory applied to Marketing and Sales
Maslow’s principles are explored by companies working with complex sales models and long-term communication strategies such as Content Marketing .
Either way, their ideas can help all types of businesses if we consider the potential they have to clarify the interests of the public. Read on!
Understand the public’s motivations
If your audience is focused on security needs, for example, it is not interesting to work on communication with arguments that address only social needs.
As you can see, this knowledge helps us better guide our strategies and our dealings with people, whether they are prospects , clients, managers or employees.
By knowing their true desires, we can reach out to people and offer solutions that will really make a difference for them.
Understand consumer behavior
By understanding the needs that motivate consumers , you can establish the best time to attract or approach them, always keeping in mind the fact that people are trying to satisfy their current needs to “get” to the top level of the pyramid.
Except in very specific cases, a company that works with the direct sale of bottles of water or small soft drinks, for example, will not have much success creating excessively motivational campaigns, since your ideal client is one who only wants to quench their thirst quickly and without too many detours.
Align Marketing and Sales strategies
If there is one thing that Maslow really makes clear in the areas of marketing and sales, it is that purely rational arguments are not enough. People’s emotions will always have more weight in their behavior and decisions.
Strategies, therefore, must be idealized based on the needs and emotional response of the public.
In other words, we can’t just get caught up in what the customer sees , we must also understand what they feel when they encounter your content, offer or product.
Develop desirable products and services
By aligning the features of your products and services with the core needs of your brand ‘s audience , the chances of success are much greater. Surprising a customer is great, but meeting their expectations is key.
Essentially, what companies and professionals deliver are not products or services, but solutions. If you are not aware of the real needs of your buyer persona, you will hardly be able to offer a solution that will spark the interest of others and motivate them to buy.