While perusing the excellent new design thinking book, Designing for Growth: A Design Thinking Toolkit for Managers, I came across a fascinating list of universal human needs, classified by type – the perfect information set to be transformed into a mind map!
The image at right shows the map with all of the sub-branches collapsed. Click here or on the image at right to open a PDF of the fully expanded map.
How can you use this mind map?
You can use it to help you develop and design more compelling products and services. Simply consider how your idea will make your target customer’s life better or fulfill one or more of their needs along these dimensions. Why? Because great designs – like the Apple iPad or anything made my Dyson – inspire. They grab us at an emotional level. In other words, they speak to one or more of these profound, universal human needs, and connect deeply with the customers who own them.