I liked that video, too. Kay suggested that there is a very long list of human universals, that almost all of them can be translated into a human need or want, and that very few had yet been mined for their business potential. I went looking for the list when I first watched that video:

http://willsull.net/resources/HumanUniversals.pdf

https://pdfs.semanticscholar.org/afc6/be60ad8e6995e98dc77093...