2. needs identification (theory)

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  • 1. BUILD Labs
  • 2. Needs Identification Adapted from Daniel Mahatlane 2
  • 3. Needs Identification • • • • • • • • Week 1: Believe (Introduction) Week 2: Believe/Understand (Observation) Week 3: Understand (Interviews) Week 4: Understand/Invent (Interview 2.0) Week 5: Invent (Prototyping) Week 6: Listen/Deliver (Prototyping) Week 7: Deliver (Product Testing/Delivery) Week 8: Deliver (Impact Assessment)
  • 4. Human Centered Entrepreneurship: The BUILD Process
  • 5. Understand: Before designing solutions to meet needs of the community, entrepreneurs must build deep empathy to UNDERSTAND both individuals they are designing for and the system in which they reside.
  • 6. Maslow’s Hierarchy of Needs Theory in psychology that Abraham Maslow proposed in 1943 still holds relevance today. He identified that there are a range of human needs that extend from most basic physical needs to safety to love/belonging to esteem to self-actualization. Once one level is fulfilled, it enables people to seek the next level of fulfillment. Levels are: Physiological, Safety, Love/Belonging, Esteem, Self-actualization. http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs
  • 7. What is a need? Needs can be objective and physical, such as food, or they can be subjective and psychological, such as the need for self-esteem. Needs are something that would improve one’s experience that can be relate to physiology, safety, love/belonging, esteem or self-actualization A need is NOT a solution. A need is a general phrasing from which MANY solutions can come.
  • 8. What is a want? Wants are tangible or intangible desires that are inherently unnecessary, but seemingly fulfilling. Wants are usually very narrow and often misguided; as such, truly satisfying a want is difficult. While needs can be met and satiated, wants are typically unquenchable. A want is a solution, though, if may not be the best solution available.
  • 9. Needs versus Wants
  • 10. If Henry Ford asked:
  • 11. Needs versus Wants What People Wanted
  • 12. What People Needed
  • 13. "If I had asked people what they wanted, they would have said faster horses." If Henry Ford had approached the challenge with a solution based mindset he would have found a way to make horses faster. But because he approached it with a needs based mindset, he delivered a better way to get from point A to B.
  • 14. The Well Wishers
  • 15. What is the need?
  • 16. Needs Wants
  • 17. Approaches to Delivering Solutions Need based mindset Solution (Wants) based • The need leads to multiple solutions. • Does not assume a single solution. • Provides “stickiest” solutions and highest demand • Working within defined parameters. • Limited opportunities and narrow solutions. • Must adapt existing solutions to the need. • Solution is often a luxury, limiting adoption
  • 18. Girl Effect?
  • 19. Copyright © African Leadership Academy, 2012