And Your Brand Only Needs to Choose Two of Them

In the retail landscape, we often overthink what our customers need and want. The truth is, when we strip it back, we find that our customers have only six core needs. They are not as complex as we might believe. Your brand doesn’t need to address all of them. In fact, trying to do so can work against you. What I’m about to share is not just theory; it’s how humans function. Once you grasp this concept, you will see your brand—and others—through a new lens.

We All Have Six

Before diving into brand discussions, let’s take a moment to reflect on people, including yourself. Every individual is driven by one or two of six core human needs: Significance, Acceptance, Approval, Intelligence, Pity, and Strength. These are not personality types or labels; they are the emotional drivers that shape our behavior, speech, attire, and what we seek in various situations—be it entering a room, a store, or engaging in conversation.

Here’s how these needs manifest in real life. Remember, they can represent both strengths and weaknesses.

Significance

The need for Significance is about being seen and recognized. Those driven by this need often make grand entrances or wear eye-catching outfits. They discuss their achievements and status, not to boast, but to affirm their importance. Their greatest fear? Being overlooked.

Acceptance

Acceptance is the need to belong. Individuals with this need often use inclusive language like "we" and "us." They share stories about their teams and communities, revealing where they feel safe. Their deepest fear is rejection.

Approval

The need for Approval revolves around seeking reassurance. These individuals often seek permission before taking action. They might express anxiety about upcoming tasks, needing affirmation rather than advice. Their fear lies in making mistakes and facing judgment.

Intelligence

Intelligence is the need to be perceived as knowledgeable. Those who prioritize this need often drop credentials or reference their expertise. They seek recognition of their knowledge, fearing being seen as uninformed.

Pity

Pity is the need to be understood. These individuals share their struggles, wanting empathy rather than solutions. They fear that their hardships will go unnoticed.

Strength

Strength is the need to feel powerful and in control. You can identify these individuals by their confident posture and commanding presence. They share stories of leadership and decision-making, fearing vulnerability.

As you read these descriptions, how many people came to mind? Which needs resonate with you?

It’s important to recognize that you possess two of these needs. As you read this, you likely identified two that stood out. Your customers also carry two needs with them.

The Cost of Getting It Wrong

Think back to a time when someone close to you needed something, and you missed the mark entirely.

For instance, when my partner comes home exhausted after a tough day, they recount everything that went wrong. Instead of offering empathy, I might jump into fix-it mode, suggesting solutions like leaving earlier or listening to a podcast.

But that’s not what they need. They want to hear, “I totally get it, and that sounds really hard.” This isn’t a communication failure; it’s a mismatch of needs. They needed Pity, validation of their experience, while I offered Intelligence or Strength. The intention was good, but the impact was disconnection.

Brands make this mistake daily.

Imagine a customer entering a store driven by Significance. They seek to feel seen and special. If the brand responds with efficiency and a streamlined experience, it signals that speed is prioritized over the individual. The customer leaves feeling unsatisfied, unsure of why it didn’t feel right. This gap between customer needs and brand delivery is where loyalty fades.

The Brands That Get It Right

Brands that resonate with customers have identified their two core human needs and built their identity around them. They focus on these needs in every interaction.

Nike

Nike addresses Significance and Strength. Their messaging communicates that you matter and are capable. The slogan "Just Do It" is a call to Strength, while their campaigns reflect the message that you are significant and powerful. Nike doesn’t aim to foster a sense of belonging or offer reassurance; that’s not their focus.

Apple

Apple targets Intelligence and Acceptance. Their customers don’t just buy a product; they join a community. There’s an implicit understanding within this tribe: “we are the smart ones.” Everything from design to language signals intelligence and belonging, making customers feel accepted by the right people.

Hermès

Hermès appeals to Significance and Intelligence. This brand makes customers feel like they possess knowledge that others lack. The craftsmanship and history create a sense of exclusivity. Hermès customers don’t seek community; they desire recognition for their discerning taste.

Lululemon

Lululemon focuses on Acceptance and Strength. The community aspect is as vital as the product itself. They have created a world where customers belong to a movement that emphasizes health and well-being. Within this community, there’s a sense of strength and capability.

Notice that none of these brands attempt to address all six needs. They don’t run campaigns that try to make customers feel intelligent, pitied, approved of, and significant simultaneously. Such incoherence would confuse customers, even if they can’t articulate why.

So What Happens When You Try to Solve All Six?

When a brand attempts to be everything, it risks becoming nothing.

You’ve likely experienced this: a brand that is warm and community-driven one moment, then shifts to a focus on prestige and exclusivity the next. A retailer that speaks to your intelligence in one campaign and panders to insecurities in another leaves you feeling unsettled. You can’t quite pinpoint why, but something feels off.

This sensation is cognitive dissonance. The brand sends conflicting emotional signals, trying to address needs that don’t naturally align. The result? A customer who is confused about what the brand stands for and whether it truly understands them. The more needs you chase, the less effectively you can address any of them.

Choosing Your Two

As a brand owner, retailer, or business leader, I urge you to consider: “Which two needs are you genuinely solving for, and why?”

It’s not about which two you aspire to address or which sound appealing. It’s about identifying the two needs your customers bring with them. Is everything you do—your environment, messaging, products, services, and community—designed to meet those two needs consistently?

When you get this right, clarity emerges. Trust is built. Your marketing shifts from trying to appeal to everyone to speaking directly to those already seeking you. Your retail space transforms from a transactional environment into an emotional one. Your brand evolves from a mere logo into a feeling. This clarity will positively impact various aspects of your business, both externally and internally.

That’s where your competitive advantage lies—not in doing more, but in understanding better.

This is part of the work we do at IGU Global. We help brands gain clarity on which two human needs they should focus on. Once you identify those needs, everything else will follow.

Nick Gray - Founder and CEO

IGU Global (I Got You)