This document discusses how human beings have basic, psychological, and self-fulfillment needs, as well as wants, and how gaps between needs and wants present opportunities. It emphasizes that product managers and designers should work together to creatively solve problems by mapping gaps and opportunities to design products and services for specific markets. Their roles require developing the right mindset, skills, and tools to communicate effectively through deep thinking, articulation, sketching, and visual thinking rather than through spreadsheets.

1. WE ARE IN HUMAN BUSINESS & HUMAN BEINGS ARE FICKLE
STATUTORY WARNING FOR PM & UX GUYS

2. BASIC NEEDS
PSYCHOLOGICAL
NEEDS
SELF-FULFILLMENT
NEEDS

3. NEEDSWill feel handicapped without <that>.
I am desperate. I will do anything to get <that> done.
If it is available in abundance, i will choose.

4. WANTS<that> is nice to have.
How cool will be to have <that>.
I will take <that>, if <that> is available <cheap>.
If it is <cheaper> i will be delighted.

5. WANTS
NEEDS GAPS
GAPS

6. GAPS

7. GAPS
OPPORTUNITIES
mapping
PRODUCT MANAGER PRODUCT DESIGNER

8. GAPS
OPPORTUNITIES
PRODUCT / SERVICE

9. GAPS
OPPORTUNITIES
PRODUCT / SERVICE
MARKETS

10. OUR JOB IS TO MAKE A
MOUNTAIN OUT OF A MOLEBUSINESS NEED
aka CREATIVE PROBLEM SOLVING

12. PRODUCT MANAGER PRODUCT DESIGNER

13. PRODUCT MANAGER PRODUCT DESIGNER
Mindset
Skillset
Toolset
Brain
Mouth
Hand

14. PRODUCT MANAGER PRODUCT DESIGNER
Mindset
Skillset
Toolset
Brain
Mouth
Hand
COMMUNICATION
Deep Thinking
Articulation
Sketch

15. VISUAL
THINKING
Communicate better with simple pictures

16. SPREADSHEETS ARE INJURIOUS TO VISUALTHINKING
STATUTORY WARNING