423: The Marketer's Hierarchy of Needs: A Framework for Understanding Customer Intelligence

Hey. It's Arvid, and this is the Bootstrap founder. So one of PodScan's main customer profiles that I've recognized over the last couple of years building this business is marketers. People who think in marketing terms with marketing jobs or marketing goals. And in a way, even my other customer profiles, the founders, the builders, the public relations experts, the researchers, all of them have a similar process to how they use the data that PodScan provides, whether it's through the alerting system that we have or the deep full text search capabilities that we have into millions of podcast transcriptions. Everybody has certain interests, a couple of things that they really want to get out of this data, and the more I run the business, the more I realize that there's this kind of hierarchy, Maslov's hierarchy of needs that marketers have in terms of how they look at data. So that's what we're gonna be looking at today. A quick word from our sponsor, paddle.com. I use paddle as my merchant of record for all my software projects. They take care of all taxes, the currencies, the tracking of declined transactions, and then updating credit cards when the numbers change and all that so I can focus on dealing with my customers, my competitors, and not with banks and financial regulators. If you think you would rather just build your product, well then go and check out paddle.com as your payment provider and merchant of record. Now in a recent conversation with my brother-in-law who runs his own branding agency and is a deep expert in brands and markets and audience perceptions, I realized that even without understanding that there is this hierarchy of needs, I've actively used it in my product onboarding process. And I think I've shared this couple of times over the last ten ish or so episodes that I have this kind of AI assisted process that helps people set up alerts and all that, but I haven't really shared how I thought about which alerts to set up. But I probably made the right choices here, and that has caused several pretty sticky customers to stay on the platform. So let me share how this came about and what it's all about. I think it's probably very interesting to look at the data that people you serve actually need, like people who have a job to be done and what they need for that job, and understand what exactly the data is and how important different kinds of data are to them in which specific order. Like I said, what I found is kind of this Maslow's hierarchy of needs, which if you've never heard of it before is this theory of motivation that describes how humans need to fulfill one kind of need before they can go on to another. Right? They have physiological needs first, actual physical needs like food, water, air, shelter, clothing that kind of stuff and once those …