The idea
The pyramid organizes possible need states, but it does not establish that customers move through them in a fixed order or that a segment has only one motivation. The paired scenes show how one service could support practical access, privacy, community, status or learning; those interpretations need evidence from the audience rather than assumptions based on a diagram. Use the model to broaden the questions asked in customer research, then focus the message on needs that are both relevant now and supported by the product experience.
Use it thoughtfully
- Explore the need state behind the purchase.
- Validate segment motivations through customer research.
- Connect the story to a benefit the service delivers.
An example
In an illustrative mobile campaign, one audience values access for everyday tasks while another values learning opportunities. The team investigates those needs before changing the story, and does not assume that a premium customer has already satisfied every more basic concern.
A question to try
Which current need are you addressing, and what evidence supports that interpretation of the audience?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.