TRY THIS EXERCISE : Aligning Value Propositions with Desire
After studying more than 6,000 people, Steven Reiss, Ohio State Professor of Psychology and Psychiatry, developed a theory that identifies 16 basic desires that guide nearly all human behavior. If you have an existing product, try to align what you are offering with one of the values below. If you have a new idea, talk to several strangers that represent your target audience to determine which of the 16 values matters most to them. This is the first step to deciding where to solve problems, how to deliver value and how to ensure its broader impact.
| Desire | Value Proposition – How Will you Deliver? |
| 1. Acceptance – the need to be appreciated | |
| 2. Curiosity, the need to gain knowledge | |
| 3. Eating, the need for food | |
| 4. Family, the need to take care of one’s offspring | |
| 5. Honor, the need to be faithful to the customary values of an individual’s ethnic group, family or clan | |
| 6. Idealism, the need for social justice | |
| 7. Independence, the need to be distinct and self-reliant | |
| 8 Order, the need for prepared, established, and conventional environments | |
| 9. Physical activity, the need for work out of the body | |
| 10. Power, the need for control of will | |
| 11. Romance, the need for mating or sex | |
| 12. Saving, the need to accumulate something | |
| 13. Social contact, the need for relationship with others | |
| 14. Social status, the need for social significance | |
| 15. Tranquility, the need to be secure and protected | |
| 16. Vengeance, the need to strike back against another person |
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