Probably the most important question to address during Product Discovery is whether customers would actually value a product, i.e. eventually buy it and decide to use it. It is important to understand the foundations of that.
As a somewhat funny example, imagine the drinking needs of your beloved pet. Back in 1994, the producer of Thirsty Dog! and Thirsty Cat! thought it is a great idea to offer flavored water in bottles. Well, needless to say, only very few people were willing to spend their money on it rather than taking water from the tap. Clearly lacks value.
Dating back to 1943, Maslow’s hierarchy of needs helps to understand the needs of human beings and to organize them hierarchically indicating that the lower needs must be met before an individual can aim for higher-level needs.
While this framework is generally applicable in psychology, it is still too abstract to help understand the value of new products.
As with Maslow’s hierarchy of needs, these values are also arranged in a hierarchy — assuming, for example, some a product needs to be functional and just do the job before emotions and having fun come into play.