Why Maslow’s hierarchy of needs might be the positioning tool your startup needs.

One of the most common reasons early-stage startups struggle between MVP and PMF isn’t poor execution.
It’s misdiagnosing the problem they’re solving.

Founders often build thoughtful, elegant solutions to problems that feel meaningful. But if the problem isn’t urgent, your customer won’t act—no matter how good the execution is.

Whether you’re selling to individuals or businesses, one principle holds:

👉 People prioritize what meets their most immediate need.

A helpful lens: Maslow’s hierarchy of needs

Maslow’s pyramid is typically used in psychology—but I’ve adapted it to apply to startups solving both B2B and B2C problems. The model can help clarify whether the problem you're addressing is something people must solve—or something they’ll get to “when they have time.”

Here’s how it translates:

1. Survival

B2C: Money, time, physical health
B2B: Cash flow, operational continuity
Examples: Payroll software, urgent medication, debt reduction

2. Security & Control

B2C: Predictability, safety, trust
B2B: Compliance, legal risk, data security
Examples: Insurance tools, authentication, contract management

3. Belonging & Connection

B2C: Social validation, relationships, shared identity
B2B: Team alignment, internal communication, cultural fit
Examples: Community apps, employee engagement tools, Slack

4. Esteem & Identity

B2C: Status, self-expression, reputation
B2B: Brand positioning, market visibility
Examples: Personal branding tools, content platforms, design SaaS

5. Purpose & Fulfillment

B2C: Meaning, values, contribution
B2B: Mission, sustainability, long-term vision
Examples: Ethical marketplaces, ESG tracking, nonprofit tech

The trap: solving a meaningful problem—too early

If your product is positioned too high in the pyramid, but your target customer is still struggling lower down, it won’t resonate.

You're solving a real problem—but at the wrong level of urgency.

This happens all the time.

→ A culture tool pitched to startups still trying to survive
→ A personal development app launched at people overwhelmed by bills
→ A brand storytelling platform sold to B2B teams struggling with compliance

It’s not about good or bad ideas. It’s about timing and readiness.

Three questions to ask before you scale

What problem are we solving?
Where does it land in the customer’s hierarchy of needs?
Are they ready—and able—to act on it now?

If you’re misaligned, more features won’t save you.

But the good news is: there are practical ways to adjust.

📌 In Part 2, I’ll share what founders can do when they realize their product is misaligned with their customer’s current needs—without having to start from scratch.

👉 “What if I’m solving the right problem—but at the wrong level?”
That’s next.

Should I let you know next time I write a piece?

Sign up with your email address here.

Sign up

You will not receive any spam from me.

Are you solving a survival need—or a luxury?- part 1