Product developers must keep in mind that people are motivated by different things. Some seek validation, others crave power, and still others respond to the promise of rewards. By understanding Maslow's Hierarchy of Needs, product developers can create products that appeal to a wide range of users. The Hierarchy of Needs is a theory proposed by psychologist Abraham Maslow in 1943. It posits that people are motivated by five distinct needs: physiological, safety, love/belonging, esteem, and self-actualization. Products that address these needs can be highly successful, as they speak to our most basic desires. However, product developers must be careful not to oversimplify the Hierarchy of Needs.