Humans communicate in terms of latent needs.

What is a latent need?

A latent need is a need that humans don’t realise they have.

👉 ‘ I want to lose X kgs of weight ’ stands for ‘ I want to feel good about myself ’

👉 ‘ I want to own a house ’ stands for ‘ I want safety and security ’

👉 ‘ I want more money ’ stands for ‘ I want more control over my life ’

👉 ‘ I want X more followers ’ stands for ‘ I want to be liked by X more people ’

👉 ‘ I want to work in a reputed company ’ stands for ‘ I want to feel important ’

You see, it is not about weight, house, money, followers or the company. Replace them with any product/object, and nothing changes.

In the startup world, latent needs are most discussed while trying to identify a new business idea/developing a product. However, I feel latent needs play a bigger role in marketing.

Especially in today’s world. When you look around, most people have lost their ability to listen deeply to themselves and others. Which is why their needs remain latent.

As marketers, we cannot afford to not recognize this. Sometimes, we get so obsessed with the product/service that we are trying to sell, that we forget that it is not at all about the product.

The product is just a metaphor for human desires/needs.

Metaphor is the cornerstone of human cognition.