Steven Reiss was, like Abraham Maslow, an American psychologist who studied human motivation.
His life’s work—or at least the work for which he’s important to us as copywriters—involved looking at thousands of people…
And identifying 16 basic human desires.
Maslow told us what drives us as human animals. But Reiss provided another level of clarity, saying “We may know what people are subconsciously driven to strive for… But I can tell you what they think they want.”
Here are the first eight of the 16 basic desires Reiss says we all share.