Maslow’s Hierarchy of Needs is one of the most well known frameworks of all time. Famously, Maslow draws the pyramid of human needs where lower layers of the pyramid represent the more basic needs (for example, physiological and safety needs) while each level above moves towards transcendence and self actualization. As the theory goes, one can only satisfy the needs at a certain level after satisfying the needs of the levels beneath it. If the lower need has not been met the person will not have the motivation, focus or capability to work on a higher need. For example, you won’t be bothered to worry about your social standing if you are starving, naked, and sick.
Appropriating Maslow’s model and applying it to something I am working on has been an interesting exercise over the years. Most recently, we did this at Varo Money to help us think differently about our product roadmap and 2018 strategy. Here’s how we thought about it in regards to our business. I think it can be applied broadly as a simple, useful framework for startups.