There are 8 basic human needs that every person desires according to Ca$hvertising author, Drew Eric Whitman.
In his book on advertising and marketing, he states that there will always be a desire to obtain the following 8 things. Whitman calls them the Life Force 8:
- Survival, enjoyment of life, life extension
- Enjoyment of food and beverages
- Freedom from fear, pain, and danger
- Sexual companionship
- Comfortable living conditions
- To be superior, winning, keeping up with the Joneses
- Care and protection of loved ones
- Social approval
Because these 8 things are basic human wants, there will always be a market for it. Even as markets and trends fluctuate, you can expect to make money if you focus in on any one of the 8 categories and offer a product or service in it.
Yes, other categories exist but Whitman argues that these are the primary, deep down categories that all humans want.
A fun thought experiment with this list is to take your favorite brand or company and see where they fit on this list. Do you they only hit on one of the 8? Multiple? Where does Apple fit – I’d wager #8.
Every time I launch a new product or service I like to refer to this list and see if it falls under any of these. If it does, business will just be that much easier.
What do you guys think of this list? Agree with them? Disagree?