by Chip Conley
Adapted from Maslow's Hierarchy of Needs, this framework structures value propositions for employees, customers, and investors into three levels: Survival/Base, Success/Middle, and Transformational/Top. The goal is to identify and deliver on the top tier.
Core Principles
- 1.Step 1: Identify the Base (Expectations). For customers, this is reliability/functionality. For employees, it is compensation.
- 2.Step 2: Identify the Middle (Desires). For customers, this is transactional satisfaction. For employees, it is recognition.
- 3.Step 3: Define the Peak (Unrecognized Needs/Meaning). For customers, this is an emotional unlock (e.g., 'Belonging'). For employees, it is purpose.
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"Isn't the product the homes and the apartments? ... We were not in home sharing, we were in the belong anywhere business."