2. needs identification (theory)


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2. needs identification (theory)

  1. 1. BUILD Labs
  2. 2. Needs Identification Adapted from Daniel Mahatlane 2
  3. 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. 4. Human Centered Entrepreneurship: The BUILD Process
  5. 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. 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. 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. 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. 9. Needs versus Wants
  10. 10. If Henry Ford asked:
  11. 11. Needs versus Wants What People Wanted
  12. 12. What People Needed
  13. 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. 14. The Well Wishers
  15. 15. What is the need?
  16. 16. Needs Wants
  17. 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. 18. Girl Effect?
  19. 19. Copyright © African Leadership Academy, 2012