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Understanding These 6 Hidden Psychological Need Profiles Will 10X Your Pitch

Get smarter at addressing people’s deep psychological need profiles.

Jano le Roux
The Startup
8 min readJan 24, 2025

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DALLE 2

Everyone has deep, hidden psychological needs.

They form in childhood — shaped by experiences, successes, and even struggles.

Some kids seek approval for their school projects. Others crave significance, hoping to shine above the crowd. Some quietly long for acceptance, just wanting to feel like part of the group.

These needs don’t fade with age. They grow stronger, guiding every choice we make. We just get better at hiding them.

A CEO boasts about her achievements. She’s seeking significance. A client talks endlessly about their hardships. They’re looking for recognition of their struggle. A colleague constantly asks, “Do you think this is okay?” They want approval.

Once, I lost a big pitch because I didn’t see it. The client needed to feel important — like their legacy was secure. But I pitched them teamwork and harmony. I missed the mark entirely.

That’s when I learned about the six hidden need profiles:

  • Significance
  • Acceptance
  • Approval

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The Startup
The Startup

Published in The Startup

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Jano le Roux
Jano le Roux

Written by Jano le Roux

An award-winning marketing consultant who helps high-growth brands craft marketing that doesn’t feel like marketing. Open to help—jano@likeflare.com—Join me ⤵️

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