Tag Archives: Consumer Needs

Yes you CAN sell ice to Eskimos – Part III: Our Advanced Needs

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This three part blog series introduces a novel classification of innate user needs, aka ‘the basic ways we fight for happiness and progress (through consumption)’.  Part I of the blog recapped the well known concept that market segmentation is not about demographics, but about seizing an unoccupied space in the mind and heart of the consumer.   Part II of the

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Yes you CAN sell ice to Eskimos – Part II: Our Primal Needs

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In Part I of this blog, I introduced the age-old secret of entrepreneurship – understanding the essence of what you’re really selling, i.e. defining the intrinsic quality of your product or service that compels your customers to want it.   This is also referred to as the ‘value proposition’ or ‘deep meaning’ of any particular offering, elucidating the reason ‘why’ someone

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