If you’ve ever felt torn between “I should start my business” and “maybe it’s not the right time yet,” you’re not alone.
Most women I coach, ambitious and high-achieving women in tech, reach that exact crossroads. They’re successful in their careers but deep down want to build something of their own. Something with real meaning and impact.
And one of the simplest tools I use to help them figure out if now is the right moment comes from a psychology class you probably forgot existed: Maslow’s Hierarchy of Needs.
Stay with me. This one’s worth it.
The Pyramid That Explains, Well… Almost Everything
Maslow’s Pyramid, or the “Hierarchy of Needs,” was created by Abraham Maslow, a psychologist who said that humans have layers of needs, and we climb them one by one.
At the bottom are the basics: food, safety, and money.
At the top are purpose, fulfillment, and meaning.
Here’s the short version:
- Physiological needs → food, sleep, housing, money to survive
- Safety needs → feeling stable, secure, financially okay
- Love and belonging → family, relationships, friends, community
- Esteem → feeling accomplished, respected, confident
- Self-actualization → doing what lights you up, living your purpose, leaving a legacy
Think of it like building a house.
You can’t hang the chandelier before you have walls and a roof.
How It Applies When You’re Thinking About Starting a Business
When women tell me, “I want to start my own business,” I always run a mental check:
“Where on the pyramid are they right now?”
Because building a business, especially one with purpose and impact, happens in the top half of the pyramid.
It’s the self-actualization level, where you want to create something meaningful that gives you freedom.
But you can’t really get there if your lower layers are shaking.
If you just lost your job, are about to buy a house, or are going through a breakup, your energy is going into survival.
And that’s totally okay. It’s just not the best time to pile entrepreneurship on top of that.
Cover Your Basics First
This is why I tell my clients:
Don’t quit your corporate job just yet.
Unless you have a couple of years of savings, your job gives you something incredibly valuable: safety.
It keeps the bottom of the pyramid solid while you build the top part.
Let’s break it down.
If your income and housing aren’t stable, your brain will be in survival mode.
If your personal life is chaotic, you’ll have no energy left for creative thinking.
If you’re constantly worried about money, your “impact” ideas won’t get a chance to breathe.
You don’t need perfection. But you do need stability.
I usually tell my clients: you want to be at least a 6 or 7 out of 10 on each level before you start.
That means:
• bills paid
• roof over your head
• decent health
• supportive relationships
• solid self-confidence
Once those boxes are checked, that’s when the magic starts. That’s when you have the headspace to think bigger, to dream, to create, to build something that actually matters.
Building From the Top: Freedom, Purpose, and Legacy
When I work with women in tech who are ready to build a scalable business, I’m not talking about get-rich-quick schemes or side hustles.
I’m talking about meaningful, freedom-based, scalable businesses that reflect who you are and what you stand for.
The kind of business that does not rely on trading your time for money, that can eventually run mostly without you, and that aligns with your values and lifestyle.
And yes, it takes work. You’ll test, iterate, and sometimes doubt yourself.
But once it clicks, you’ll have something that grows with you. A business that not only supports your life but also reflects your purpose.
That’s what I call a Weatherproof Business™. Something that can thrive through any market storm because it’s built from a place of clarity, not desperation.
The Bonus Trick: Use Maslow’s Pyramid to Understand Your Clients
You can also use the same pyramid to understand your target audience.
Ask yourself:
“Where are my clients on the pyramid?”
Because your message and offer need to meet them where they are.
If you’re a coach or consultant working on purpose, mindset, or legacy, that’s the top level of Maslow’s pyramid.
Your ideal client is someone who’s already safe, stable, and ready to grow.
But if you’re in wellness, mindfulness, or wellbeing, you might be helping people at the belonging or esteem level.
And that’s perfect too. It just means their deeper needs are different.
The only mistake is trying to sell self-actualization to someone who’s still trying to pay rent.
Try This Exercise
If you’re wondering whether now is the right time to start your business, try this quick self-check.
Rate yourself from 1 to 10 on each layer:
Physiological: Am I financially okay? Do I have a stable home and healthy routines?
Safety: Do I feel secure about money and work?
Belonging: Do I have a support system? Am I surrounded by people who believe in me?
Esteem: Do I feel confident in my skills and what I bring to the table?
Self-actualization: Am I ready to build something that matters and leaves an impact?
If you’re above 6 or 7 on the first four, congratulations. You’re ready to build. You’re at the stage of wanting to figure out what to focus on and how to move faster, so here’s a Scorecard built on the Weatherproof Business™ method that can help you with that (you’re welcome!).
If not, that’s your current focus. Strengthen those layers first. It’ll make your business journey much easier later.
The Takeaway
Maslow’s Pyramid isn’t just a psychology theory.
It’s a mirror.
It shows you what you need to feel grounded enough to create.
It shows you where your clients are and what they need before they can say yes to you.
So before you rush into launching your business, pause and ask:
“Am I building from survival or from purpose?”
Because the best businesses, the ones that last, are always built from the top of the pyramid.
