What do customers really want when they buy a product? Some benefits are fairly obvious—convenience and quality, for example.

But some customers, even those in business-to-business (B2B) markets, are seeking far more from their purchases—hope, self-actualization and motivation.

Bain Partner Eric Almquist returns to the Net Promoter System Podcast to discuss developments in his Elements of Value framework and how companies are using it. Eric introduced his framework, which draws on themes from psychologist Abraham Maslow’s “hierarchy of needs,” last year in Harvard Business Review. In recent months, he has been expanding the framework to consider the specialized needs of companies in B2B markets.