The idea of selling to people based on their needs <i>assumes</i> that everyone has needs&#x2F;insecurities which, if correctly targeted, will result in a successful sale.<p>To this extent, we&#x27;re fully aligned. Take a step back. To the <i>theory of needs</i>, one of the earliest and best known variants of which was proposed by Maslow. (There have been numerous updates to Maslow over the years [1]. A common theme in all variants of the theory of motivation&#x2F;needs is the concept of self-actualization.)<p>If individuals&#x27; needs are the foundation of selling to them, someone motivated by love and belongingness needs ought to be motivated by things that will help him feel closer to others. Indeed, this is the base of the couple of examples we discussed (pretty girl selling snake oil, and the supermarket with good looking sales girls). Similar arguments can easily be put forward for each and every kind of need - doesn&#x27;t matter what the actual product is, what matters is what the buyer thinks&#x2F;believes it will help him achieve, ergo, what need(s) will it is perceived to fulfill.<p>The crux of my counter-argument is based on the exceptions - the self-actualized individuals, who admittedly form a very small fraction of the population. You&#x27;re right in the general case, of course. I&#x27;m saying there is a proper subset which is an exception to the rule. Going by the theories of motivation&#x2F;needs, the self actualized people are driven solely by what they believe their &quot;purpose&quot; in life to be. It is also supposed, in these theories, that self actualized individuals either do not have needs (what you rightly phrased as insecurities), or aren&#x27;t driven&#x2F;motivated by them.<p>In the general case: As long as there is an illusion that need x will be met by a product y, people who are motivated by x can be sold y. In the case of self-actualized individuals, it is harder to sell an illusion - which won&#x27;t be sustained in the face a logical&#x2F;rational analysis. Since there is no underlying need&#x2F;insecurity to target, all that remains is a factual analysis of what material benefits the product confers vis-a-vis what the self-actualized individual&#x27;s goals are.<p>So I guess it boils down to: what&#x27;s your take on the theories of motivation and the notion of self-actualized individuals?<p>[1] I found a good summary + a new approach at a Medium blog post, which seems reasonably well researched and presented.  <a href="https:&#x2F;&#x2F;medium.com&#x2F;@faracrosstherubicon&#x2F;rethinking-maslow-a-postmodern-theory-of-motivation-b6e36ecf5795" rel="nofollow">https:&#x2F;&#x2F;medium.com&#x2F;@faracrosstherubicon&#x2F;rethinking-maslow-a-...</a>