Abraham Maslow Hierarchy of Needs

Human beings are motivated according to their needs, according to psychologist Abraham Maslow.

His hierarchy of needs says a person will need to have their basic needs addressed first, before moving up to the next level of need.

The hierarchy of needs are (in order of basic to higher level needs):

1. Physiological
2. Safety
3. Love/Belonging
4. Self Esteem
5. Self Actualization

Maslow stated that lower level needs had to be met before higher level ones could be considered.

The lower level needs were innate or "animal like". The lower the level, the more basic the needs and more powerful effect it would have on the person.

The first four levels of need are known as 'deficiency needs'. If the person has these needs met, they do not feel anything. However, if these four levels are be achieved, they will feel anxious.

The fifth level of need, is a 'growth' need. When fulfilled, they will not go away, but rather motivate the person further.

A breakdown of the hierarchy of needs is as follows:

Physiological: these are the basics for biological survival and include requirements for water, food, air and sleep.

Safety/Security: once the physiological needs have been met, the person will next concentrate on the need for safety and security. These include the needs for order, structure, predictabiltiy and security.

Love/belonging: once the individual feels safe and secure, they will look to satisfy their need for a sense of community, being close to friends and family, identification and association with a group and intimate relationships.

Self Esteem: The esteem needs are met when the individual receives recognition from other people and the person experiences the associated feelings of prestiege, status and acceptance. . The person will also experience feelings of confidence, competence and adequacy. If the person fails to achieve their self esteem needs, they will experience a sense of disappointment and feelings of inferiority.

Self Actualization: the highest need refers to the individuals need to make the most of their talents and abilities and strive to realize their full potential.

Maslow describes self-actualization as:

Self Actualization is the intrinsic growth of what is already in the organism, or more accurately, of what the organism is. (Psychological Review, 1949)

Among the characteristics of self-actualized individuals, Maslow wrote:

• They embrace the facts and realities of the world (including themselves) rather than denying or avoiding them.
• They are spontaneous in their ideas and actions.
• They are creative.
• They are interested in solving problems; this often includes the problems of others. Solving these problems is often a key focus in their lives.
• They feel a closeness to other people, and generally appreciate life.
• They have a system of morality that is fully internalized and independent of external authority.
• They judge others without prejudice, in a way that can be termed objective.

If an entrepreneur is able to accurately judge which level of Maslow's hierarchy they're at, they will be able to use the hierarchy of needs as a framework to better satisfy their clients needs.

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