Introducing the Unified Needs Framework (UNF): A New Way to Discover What People Really Want

Let’s be honest—figuring out what people truly need (and are willing to pay for) is one of the biggest challenges in entrepreneurship. We’ve all been there, chasing trends and building solutions that don’t quite stick. That’s why I developed something I call the Unified Needs Framework (UNF)—a new way of thinking about human needs that helps entrepreneurs and innovators unlock opportunities they might not have seen before.

In this post, I’m going to walk you through what the UNF is all about, how it’s different from existing theories, and how it can help you build products that people genuinely want.

What Exactly is the Unified Needs Framework (UNF)?

The Unified Needs Framework is a tool I’ve developed to help businesses better understand the complexities of human needs. Unlike traditional theories that treat needs as isolated or hierarchical, the UNF emphasizes that human needs are interconnected and can overlap in ways that reveal new opportunities.

Here’s how the UNF breaks down human needs:

1. Fundamental Needs: These are the basics—things like safety, health, social connection, and personal growth. They’re deeply ingrained in our psychology.

2. Aspirational Needs: These are higher-order desires that drive us to dream bigger, like achieving happiness, living longer, gaining influence, or making an impact.

3. Contextual Needs: These are needs that evolve based on technology, culture, and the specific circumstances of people’s lives. Think personalization, convenience, or sustainability.

What makes the UNF unique is that it explores how these needs intersect. Real innovation often happens at the crossroads of different needs, where two or more desires come together to create new possibilities.

Why I Created the UNF

After working with startups for years, I noticed a recurring issue: many products fail not because they aren’t well-designed, but because they don’t fully understand the true needs of their customers. Too often, businesses focus on solving a single, obvious problem without exploring the deeper, overlapping needs that could lead to a more compelling product.

That’s where the UNF comes in. By mapping out and analyzing the intersections between various needs, you can uncover hidden opportunities that others might miss. This framework helps you see beyond the surface and ask: What other needs could we fulfill at the same time?

How the UNF Stacks Up Against Other Theories

To better understand how the UNF fits into the existing landscape, let’s compare it with other well-known theories:

Theory Description Similarities Differences

Maslow’s Hierarchy of Needs A pyramid of human needs, from basic (food, safety) to self-actualization. Recognizes fundamental needs like safety and belonging. Linear and hierarchical; doesn’t account for overlapping or intersecting needs.

Jobs-to-Be-Done (JTBD) Focuses on the “jobs” people hire products to do to solve specific problems. Emphasizes solving real-world problems for users. Focuses on specific tasks, while UNF digs into deeper, intersecting motivations.

Self-Determination Theory (SDT) Focuses on three needs: autonomy, competence, and relatedness. Highlights the importance of deeper motivations. Primarily concerned with intrinsic motivation; doesn’t explore broader, contextual needs.

Design Thinking Human-centered approach to innovation, focusing on empathy and problem-solving. Emphasizes understanding user needs deeply. More about empathy-driven problem-solving; UNF looks at intersections of needs for broader innovation.

Behavioral Economics & Nudge Theory Explores how psychological factors influence decision-making. Leverages insights into human behavior to drive engagement. Narrow focus on influencing decisions rather than fulfilling complex, overlapping needs.

Customer Experience (CX) Focuses on optimizing the customer journey to meet needs at various touchpoints. Aims to understand and address customer pain points. CX focuses on existing customer journeys; UNF seeks to uncover new, unmet needs through intersections.

How You Can Use the UNF to Innovate

Now that you’ve got a sense of what the UNF is and how it compares to other theories, let’s dive into how you can actually use it to discover new opportunities and create products that stand out.

1. Spot Hidden Opportunities

Instead of focusing on just one need, think about how multiple needs intersect. For example, Spotify’s AI DJ isn’t just about music—it combines personalization + social connection to create a unique, engaging experience.

2. Create Differentiated Products

Use the UNF to understand what’s missing in the market. Let’s say your competitors are only focusing on convenience. Can you combine that with personalization and social connection to create something new? For instance, Uber didn’t just solve transportation—it also tapped into safety and efficiency.

3. Pivot More Effectively

If your current product isn’t hitting the mark, use the UNF to explore other needs you might not have considered. Sometimes the key to success is addressing unseen intersections of user needs.

Real-World Examples of UNF in Action

To make this more concrete, here are a few real-world examples:

1. Apple Watch: It’s not just a health tracker. It intersects health (fundamental), convenience (contextual), and status (aspirational), making it a versatile product that appeals on multiple levels.

2. Duolingo: This language-learning app combines self-improvement (aspirational), gamification (contextual), and social connection to keep users engaged.

3. Peloton: More than just exercise equipment, Peloton taps into fitness (fundamental), social connection (contextual), and status (being part of an exclusive community).

Final Thoughts: The Future of Innovation with UNF

The Unified Needs Framework is something I’m continuously refining. My goal is to create a practical tool that helps entrepreneurs uncover hidden opportunities by looking at how different needs intersect. By using the UNF, we can move beyond one-dimensional solutions and create products that genuinely resonate with people.

Whether you’re building a new app, launching a startup, or trying to pivot your business, the UNF can help you see the bigger picture and find that sweet spot where multiple needs converge.