Finding "Product-Human Need Fit" in the Post-Covid Era: Connecting the Dots

Finding "Product-Human Need Fit" in the Post-Covid Era: Connecting the Dots

In the post-Covid era, individuals have found their voices amplified louder than ever before. They are demanding products and experiences that align with their unique identities and values. The next generation of innovation must extend its reach beyond those with access, privilege, and power. It should also cater to the needs of underrepresented communities, whose basic needs have been overlooked for far too long.

The impact of the pandemic was felt by everyone, but it disproportionately affected underprivileged communities. As the world changes and people adjust, needs evolve, and new opportunities emerge. To truly understand the motivation behind consumers, companies need to dig deeper and focus on what I like to call "product-human need fit" rather than just "product-market fit."

Covid-19 brought about a different kind of storm, one that forced people to descend to the most primal levels of the pyramid, regardless of their previous standing. It highlighted the importance of addressing basic human needs, which have been neglected for far too long. Movements like Black Lives Matter, Stop AAPI Violence, and Transgender Rights have only added to the already unsustainable level of deprivation for many individuals.

While our constant drive for efficiency, performance, and achievement is commendable, it has blinded us to the fact that we cannot truly advance as a society if part of our community is struggling to meet their basic human needs. It is crucial to prioritize inclusivity and ensure that everyone's needs are met, regardless of their background or circumstances.

In this pursuit, platforms like Medium have played a significant role. With somewhere between 85 and 100 million monthly active users, Medium has become a powerful tool for individuals to express their thoughts, share their experiences, and find a sense of belonging. Its rank of 88 as the most popular website by traffic in the world speaks volumes about its influence.

Medium's success is also reflected in its funding rounds, raising an impressive $132 million. While the exact number of paying subscribers remains undisclosed, estimates suggest it falls between 200,000 and 400,000 subscribers. Founder Ev Williams has emphasized that they do not currently require additional funding but are open to it in the future. This speaks to the platform's stability and potential for growth.

What sets Medium apart is its accessibility through mobile devices, accounting for 68 percent of its total traffic. This mobile-first approach ensures that individuals can engage with the platform wherever they are, making it even more inclusive and accommodating for users from diverse backgrounds.

Furthermore, nearly half of the traffic derived directly from search results, indicating that Medium's content is discoverable and resonates with individuals seeking answers, information, and perspectives. This presents an opportunity for creators and organizations to align their offerings with the evolving needs and interests of the audience.

In light of these insights, here are three actionable pieces of advice to find "product-human need fit" in the post-Covid era:

1. Prioritize inclusivity: Ensure that your products and experiences cater to the needs of underrepresented communities. Take into account their unique identities, values, and challenges. This will not only meet their basic human needs but also foster a sense of belonging and empowerment.

2. Embrace digital platforms: Leverage platforms like Medium to amplify voices, share experiences, and connect with a diverse audience. Utilize the mobile-first approach to reach individuals regardless of their location or access to traditional means of communication.

3. Focus on discoverability: Make your offerings easily discoverable through search results. Optimize your content to align with the evolving interests and needs of the audience. This will allow you to connect with individuals actively seeking solutions and information.

In conclusion, the post-Covid era demands a shift in perspective from "product-market fit" to "product-human need fit." It is crucial to prioritize inclusivity, address the basic human needs of underrepresented communities, and embrace digital platforms like Medium to amplify voices and foster connections. By aligning our offerings with the evolving needs and interests of the audience, we can create a more inclusive and prosperous future for all.