The intricacies of the human brain never cease to amaze me.

How it operates, how it processes millions of pieces of information and how it directs the body to do specific things in a specific way, is nothing short of magical for me.

Our brain influences our psychology.

Psychology shapes our thoughts & emotions.

Our thoughts & emotions decide our core needs. 

And our core needs have a big impact on the decisions we make on a daily basis.

And when it comes to living our life this complete concept impacts our buying decision. 

This whole concept is like two sides of the coins.

One is of human desires or needs –  (consumer)

Other is human or a group of human as a business –  (creator)

If we understand human psychology and how it works this complete concept will work in our favour. Both sides of the coin work with each other in the ecosystem. To run the whole thing, smoothly or effortlessly, you need to understand both sides of the coin.

Unfortunately, many businesses ( possibly yours too) miss this crucial aspect of understanding and struggle for achieving the desired growth.

Understanding Human Needs- 1st Side Of The Coin

Business is inherently about people –“made up of people, for people, and by the people”

Understanding this side of the coin, which involves human psychology, their growth patterns and evolving needs, will deeply instil the dynamics, fundamentals and nuances of the other side of the coin- business – inside you.

To understand this on a very simple level, we will dissect Maslow’s hierarchy of needs. His framework shows human desires, progressing from basic needs at the bottom to higher-level aspirations at the top. Understanding this will serve as a foundational framework.

5 Stages Of Maslow Hierarchy Of Needs

1) Physiological Needs: These are basic needs for human survival – the air we breathe, the water we drink, food, shelter, clothes, and much more.

2) Safety Needs : In this stage, the focus shifts to safety and security- protection, stable employment, health, property etc.

3) Love & Belonging: We all are social creatures who crave love, & affection. This stage focuses on friendships, close relationships, and family connections.

4) Self-Esteem: At this stage, we chase recognition, status, power, freedom & respect from others.

5) Self-Actualization: This is the peak of Maslow’s hierarchy, where the goal is to become the best version of oneself. It’s about realising personal potential and seeking personal growth.

This is how we evolve, going from the first stage to the last stage.

Understanding Business Offerings – Other Side Of The Coin

“People buy 4 things and 4 things only. Ever. Those 4 things are time, money, sex, and approval/peace of mind. If you try selling something other than those 4 things you will fail.”

~ Colin Dowling 

This quote sums up the essence of the other side of the coin. Let’s break down and understand why only these four elements are at the heart of every purchase decision.

1) Time

Time equals money and with time saved, time is earned (“as they say a penny is saved , penny is earned”).

To put it simply, you are not just saving time; you are creating time by freeing people from tasks that should take less time. 

Time is our most finite resource. Whether we are buying a meal from a 10 minute delivery app, hiring a professional assistant, or adding any automation tool to our workflow – the underlying desire is to save time.

Products or services that help customers to do more in less time gives them the freedom to focus on what truly matters.

2)Wealth

Financial stability and growth are Paramount.
People are driven by just the thought of having enormous wealth or fear of financial losses.

From diverse investment opportunities to cost saving solutions, products that improve the financial situations & help people to make, save or grow money are highly appealing.

3)Sex 

Relationships and intimacy are crucial for emotional well-being. They are deeply rooted in human nature. This motivation extends beyond direct purchases and covers anything that enhances our desirability.

Fashion products, fitness, beauty, luxury all cater to this fundamental desire to increase our attractiveness and desirability.

4) Approval & Peace Of Mind 

We all are inherently social creatures, always seeking approval & a sense of belonging from others.

We share, buy & talk about things that reflect our identity & values , projecting the perception we want to create.

This overlaps (a bit) with the desire of attractiveness that falls under the category of sex, and includes branded things like luxury clothing & cars. 

Additionally, we seek peace of mind through our purchases that protect us and those around us, such as insurance, insurance securities, health products, meditation apps.

Health, wealth, relationships, and happiness are markets that hold the unconscious, subconscious, or conscious goals of every human being.

Business is about solving survival and status problems.

Make your goals conscious, solve your own problems, and distribute your lessons.

— DAN KOE (@thedankoe) December 23, 2022

The Misalignment : Business Are Set Up To Fail

Misalignment between your business offerings and core human needs derails your marketing and branding effort. It’s like trying to fit a square peg in a round hole. 

Many businesses fail to align their offers, making their propositions less compelling and missing the mark on what truly matters to their audience.

If your products or services fail to address fundamental needs like time-saving, financial growth, relationship enhancement, or peace of mind, they won’t connect with your audience on a meaningful deeper level.

Their consciousness will not allow them to buy something from you. This can lead to lower engagement, poor customer retention, and diminished sales.

Aligning The Dual Sides Of The Coin

Now this is the real task. 

You’ve already understood what both sides of the coin indicate and how they should be connected with the creator-consumer economy.

You simply need to map basic human desire to relevant market segments and see how you can position your business to meet their needs.

Imagine an upside down pyramid where each level corresponds to a market segment. At the base are products that fulfil physiological needs ,followed by those that address safety needs and so on.

This framework helps you see where your product or service fits within the broader spectrum of human desires and motivations. Align your offerings to meet these needs and create a unique positioning.

For example, consider a health and wellness brand:

• At the base of the pyramid, you offer a basic health supplement to meet the physiological needs.
• Moving up the safety needs you provide fitness programs to improve health.
• Higher up , you build a sense of community and belonging through social fitness events.
• At the top, you support self actualisation with Personal coaching that helps individuals achieve their highest potential.

This holistic approach not only meets customers where they are, but also guides them towards the highest level of fulfilment.

You don’t need to check all the boxes, but ensure you tick as many boxes as you can your marketing communication while aligning your brand.

7 Steps To Align Your Business with the Eternal Market

You don’t have to align your positioning and marketing messaging because it’s recommended—it’s a must-have.

Look at any big brand or business; in some way, they add value to people’s lives through the eternal markets, helping them ascend Maslow’s hierarchy.

Take Apple, for example. You might be reading this blog on an iPhone. Remember how you felt when you bought it, unpacked it, took the screen cover off, and flaunted it?

It’s the approval from others that makes you feel part of a community. So it’s not a choice—it’s a must-have.

Here’s how you do it:

Step 1: Find Your Business’s Place in Maslow’s Hierarchy

To start,  identify which category of desire you are serving in Maslow’s hierarchy. This clarity is essential. Each level of human desires leads to a different set of motivations.

Recognizing where your business fits helps you tailor your approach to meet specific needs.

Step 2: Identify The Corresponding Eternal Market

Once you know where you fall in the maslow hierarchy , align it with a corresponding eternal market. In most cases,  if you have an existing business , this should already be defined.

If not, redefine it, to improve you brand positioning. 

For example,

•  A financial planning service aligns with the money market, addressing safety and esteem through financial security and status enhancement.
• A productivity tool aligns with the time market, addressing the need for efficiency and stress reduction.

Linking your offerings to an eternal market creates a compelling narrative highlighting your products’ intrinsic value.

(Note: You can interchange Steps 1 and  2, based on how you want to map out both aspects)

Step 3: List Problems Your Audience Faces

List down the specific problems your audience is facing with in the Maslow level you are targeting.

These could be from stress due to time management, financial insecurity, lack of social connections, or low self-esteem.

Understanding these pain points is crucial.

Identifying these problems provides insights into your audience’s specific needs and desires, enabling you to create targeted and impactful solutions.

Step 4: Match their Problems With Your Solutions / Services

For every problem in the list, highlight the solutions your business offers. Show how your products are solving that specific problem and upgrading thier life in the pyramid.

For example, a productivity app might streamline tasks and reduce stress, appealing to those seeking time savings and peace of mind.

Clearly articulating how your offerings solve these problems positions your business as essential in your customers’ journey toward fulfilment.

Step 5: Highlight Benefits & How They Move Your Audience To The upper level

Detail the benefits your audience gains from your solutions and how these benefits help them move up Maslow’s hierarchy.

Explain how these advantages solve immediate problems and facilitate personal growth.

For example, a health supplement might not only improve physical well-being (physiological need) but also enhance confidence (esteem need).

By demonstrating these multi-level benefits, you make a compelling case for your products or services.

Step 6: Synthesise For Brand Positioning & Marketing Message

Combine the insights from steps 3, 4, and 5 to craft a compelling brand positioning and marketing message.

This message should clearly articulate how your business understands and addresses the core needs and desires of your audience, offering tangible solutions that enhance their lives.

Build a story that resonates with your audience’s journey. Highlight their struggles, your solutions, and the transformative benefits they’ll experience.

Use testimonials, case studies, and real-life examples to bring your message to life.

Make it personal and relatable, showing that you genuinely understand and care about their needs

For example, your brand might emphasise how your productivity tool saves time, reduces stress, and improves work-life balance.

A cohesive narrative creates a powerful and persuasive brand story.

Step 7: Integrate Positioning Into All Touch Points

Ensure your brand positioning and marketing message are reflected across all customer touchpoints.

This includes your website, social media, advertising, customer service, and product packaging.

Consistent messaging reinforces your brand’s value proposition, builds trust, and enhances loyalty.

For ex, social media content should echo themes of time-saving, financial security, or self-improvement highlighted in your brand positioning.

By maintaining a unified message, you strengthen your brand identity and ensure a coherent experience for your audience.

Every interaction should communicate your core message. From the first visit to your website to post-purchase support, your branding should be consistent and strong.

Building a Timeless Business

Aligning both the sides of the coin seamlessly , creates a timeless business. Whether your product falls into ecommerce, DTC, SaaS, or content websites, your will qualify as an evergreen business that stands strong against changing trends and economic fluctuations.

Stay true to the fundamentals, remain authentic, and watch your business thrive in the timeless landscape of human needs.

Understanding and leveraging these core markets will ensure your business remains relevant, resilient, and successful in the long run.

P.S. If you’re looking to align your business with these core markets but don’t know where to start, feel free to reach out to me on WhatsApp. Let’s create a strategy tailored to your needs.

See you next Saturday!