Assume Positive Intent and The Top 5 + 1 Fundamental Needs

In this article, you will learn how to tackle problems at the root by looking at the positive intention and the fundamental needs. Read on quickly to learn all about it!Assume Positive Intent

Fundamental needs/Positive intentions can be fulfilled in both valuable and worthless ways

Before we discuss the basic needs, it is useful to know that every behavior can be traced back to a fundamental need. The basic needs / positive intentions can thus be fulfilled in two major ways:

  • In functional, valuable ways
  • In dysfunctional, worthless ways

Even the most worthless action fulfills a positive intention or basic need for someone. You will soon find out that no one can ignore his basic needs. You can not live without it.

(H) acknowledge the basic need / positive intention!
positive intention and the fundamental

This is the key: all our behavior has a positive intention. If you reframe unwanted behavior, you find out that the positive intention often covers one of the six most important needs:

  1. Security
  2. Uncertainty and variation
  3. Importance
  4. Love / connection
  5. Growth
  6. Contribution

Basic need 1: certainty

Everyone needs a little bit of feeling that you know what’s coming. To be able to relax and to experience safety. It is also possible to be certain of the feeling that something gives you: if you eat sweets, you are sure that it will give a sweet feeling. If you drink alcohol, you are sure that it will empty your mind.

Certainty can be experienced, for example, by means of food, money, relationships, candy or a house.

Fundamental need 2: uncertainty and variation

This need is needed to keep life nice. In addition, these situations stretch you: you learn from it.

For example, you can experience uncertainty and variation with travel, adventure holidays, learning new things, gambling and cheating.

Basic need 3: Importance

This is the feeling that you want to be important and that you matter in the world. This also has to do with being special, stand out and being different than others. In this way, someone can even make his problems special, so that person becomes attached to his problem.

Ways in which importance is sometimes shown is: earning a lot of money, showing the outside world that you earn a lot of money (or pretend), donating money, letting the world know that you are not happy with money, fighting, violence, others to get down …

Fundamental need 4: Love/connection

We get love and connection in relationships: with family, friends and your partner.

A few examples of behavior for love are: contact with others, working together, showing respect and accepting others.

Fundamental need 5: Growth

This need is about making the current situation better and about taking on new challenges.

Some examples are: learning new things, overcoming obstacles or complaining about the current situation.

Fundamental need 6: Contributions

With this fundamental need, you contribute to the larger whole.

Examples include: having children, helping others and improving the world.

Do you recognize a dysfunctional way for a positive need/intention? Reorder him as follows!

positive need and intention

This is the most fundamental recapitulation: the separation of behavior and intention. This recapitulation is important, for example, when dealing with the positive intention of undesirable behavior.

One of the causes of undesirable behavior or an undesirable situation may be that the client was once in a similar situation once in which it ended up negative for the client. The client protects himself by reacting negatively from that moment in all similar contexts. He generalizes.


  • If someone can no longer show happiness and love for her family and friends, it can be because she lost one or more people she loved in the past. Now she wants to protect herself against it by no longer loving anyone.
  • If someone is constantly injuring themselves, the positive intention may be that in this way he can see that people care about him.
  • Addiction is because you do not want to face your pain and because you want to hide it.

In this reframing, it is important to separate the intent of the behavior and to find the cause instead of focusing on the effect.

After offering the solution you have to give the positive intent of the negative behavior a different interpretation, otherwise, it will express itself in a different way that might also be undesirable. People change back when the positive intention is not saturated in a new way.

A smoker who always talks to his wife while smoking can stop smoking, but the positive intention that he wants to talk to his wife in a pleasant way needs a different interpretation. The coach can then, for example, suggest that they cook together before it automatically expresses itself in a different negative form in order to have more contact.

Questions you can ask to conduct a positive intent review

  • What do you want to achieve by doing that? What is important to you?
  • Have you had bad experiences with {effect / symptom} in the past, so you want to prevent it from happening again?
  • Why is that behavior there?
  • What good does the behavior have for you?
  • What does the part {unrest / impatience / disappointment} ask for? What does it want from you?

Fundamental needs in marketing

Fundamental needs in marketing

The fundamental needs are, if you use them in a negative way, the most painful problems to press in your marketing communication. It is even wrong to leave it unused! In addition to the six basic needs of this article, there are related basic needs that are very useful for this. These are biologically imprinted problems so you are sure that customers will be interested.

Examples of needs that you can press in your marketing communication:

  • Living longer (surviving)
  • More productive (more money)
  • Free from fear of pain and danger
  • Be better than others: win, do not fall behind
  • Sex and reproduction
  • Social approval
  • Care and protection for family and family

In addition, there are secondary desires. These are taught so less powerful, but still to use (turn them to make it a problem).

  • Be informed
  • Curiosity
  • Hygiene own body and environment
  • Showing style and beauty
  • Ease
  • Reliability
  • Quality
  • Make a profit
  • Save

Dare to also mention the consequence that makes the customer emotional, and take the time before you go to the solution:

  • Too much stress
  • Too little…
  • Problem: souffle drops. Consequence: stand by your mother in law. This is an entrepreneur who really understands what you say and listens to

Do not go to the solution too quickly. Stand still and focus on the following basic needs:

  • The problem
  • Consequences (the most urgent)
  • Emotions
  • And only then the solution
  • Examples
  • Stay behind
  • Do not be cool
  • Come across
  • When losing camp hear
  • Having an outdated opinion
  • To feel shame and a gene
  • Incompetent
  • Look weak
  • Rouse pity
  • Unattractive
  • That they look down on them
  • That gossip about them
  • Not be respected
  • Others are disappointed in them
  • Others have a low regard of them 

This was the article about reframing to the positive intention or fundamental need. What do you recognize in this? Let me know in the comments.

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