Why re-thinking of cartesian models like Maslow’s hierarchy of needs is imperative.

Every decision we make is either a conscious or unconscious attempt to satisfy our needs. Given so many people with basic needs met are bored, entitled, frustrated, despairing and not necessarily seeking transcendence, perhaps there is a strong need of re-thinking of cartesian models like Maslow’s hierarchy of needs.  

We humans have 6 fundamental needs and 10 things that we value. A combination of needs and things we value is how we make decisions.

There is a significant difference between values and beliefs, let’s dive in a bit…

BELIEFS

Beliefs are assumptions we hold to be true. When we use our beliefs to make decisions, we are assuming the causal relationships of the past, which led to the belief, will also apply in the future. In a rapidly changing world where complexity is increasing day by day, using information from the past to make decisions about the future may not be the best way to support us in meeting our needs.

Beliefs are contextual: They arise from learned experiences, resulting from the cultural and environmental situations we have faced. 

VALUES

Values are not based on information from the past and they are not contextual. Values are universal. Values transcend contexts because they are based on what is important to us: They arise from the experience of being human. Values are intimately related to our needs: Whatever we need—whatever is important to us or what is missing from our lives—is what we value. As our life conditions change, and as we mature and grow in our psychological development, our value priorities change. When we use what we value, we focus on what is important to us—what we need to feel a sense of well-being. 

VALUES-BASED DECISION-MAKING

A person at the dinner table, in public transport, or at a mall is very different and expects varied responses and outcomes. These expectations are based on-which specific need is triggered and in what context. At the dinner table it could be Love and Connection with the family; in public transport it could be Certainty; whereas in a mall it could be Significance. 

So the first step is whether the fundamental need is satisfied. Only then the person will be ready to go to the second step of selection or decision making. The second step is to choose between two or more competing products or brands who are satisfying a particular need. It is a tough task. We choose a product, brand, person, organisation typically based on what we value in them and the alignment with oneself. There are 10 categories of fundamental values- Benevolence, Achievement, Security, Tradition…

Decision is made only if there is a value alignment. 

So a combination of step 1 and step 2 is needed to make any decision.

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