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Self-actualisation needs are the last and the most difficult to satisfy. This is
when an individual wants to develop himself to his fullest potential by, for example,
learning more about himself or herself and the world around him, excelling in the
activities that he performs, becoming more satisfied with his work and being creative as
is seen in artists, performers, writers, innovators, entrepreneurs, original thinkers and
fanatics. The communicator can use Maslow's hierarchy of needs to identify universal
needs relevant to his communication situation.
Maslow
Boon
Ethnicity
Esteem
Social
Figure 8: Maslow's hierarchy of needs and Boon's coordinates for levels of ethnicity in relation to
types of needs
Finding out about another person's needs can be done through observation and
putting oneself in another person's shoes i.e. by empathising. It can also be done
through collecting information, researching and analysing it. Aubuchon (1997:59)
suggests that if you cannot "identify and confirm your audience's needs, stop or delay
your persuasion effort until you can."
Aubllchon mentions the following needs that people might have:
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