The 16 Basic Human Desires - An Introduction

Updated: Dec 10, 2020

I'm always advising my clients to get a better understanding of their customers. We have to if we are going to remain relevant. We need to if we are going to create value for them and survive and thrive as businesses. To suggest we don't need to understand our customers is to bite the hand that feeds and will end in disaster for businesses. Making decisions with the customer in mind is at the heart of brand-building. A brand is the meaning that your audiences attach to you, your product, your service or your offering. It's your "reputation". It exists in the hearts and minds of your audience. Branding is the strategic act of seeking to manage that meaning. To constantly put your customers at the heart of your thinking and orientate your business around providing them with the best experiences for what they desire.


Credit: freestocks


It can be hard though for decision-making executives who operate many "onion layers" away from the customers they serve. It's so important though that leaders get into the mindset of their audiences so that the decisions that are made are done with the customer in mind. The employee experiences, customer experiences, innovation, products and services should be created in giving the customer a gift: to satisfy a need the customer has. To help the customer fulfil their desires. In return, the customer will dip their hand into their pockets and pay you with hard earnt money. The more value placed on the need you fulfil the more money the customer will be willing to spend.


The first step of course in the management of meaning is to define what game you are in. To align around who your audience is and to understand what it is they desire.


Recently I was introduced to the work of Steven Reiss by Nathan Hendricks (Creative Director at LPK - watch out for the upcoming