Specifically, he was interested in what motivated people, and he devised five levels in the shape of a pyramid representing each of those needs. For those who need a refresher in psychology ...

As skills become baseline capabilities accessible to any company with the right tools, a thoughtfully cultivated culture is the strongest shield against commoditization.

Chu, Michael, Regina Garcia-Cuellar, and Rosa Amelia Gonzalez. "Día Día Practimercados: Meeting the Daily Needs at the Base of the Pyramid (A)." Harvard Business School Case 313-071, August 2012.