Indeed he did. In particular, it was in his book The Psychology of Science, which came out in 1966.
Needless to say, it’s quite an old idea. But Maslow surely made it his own. His quote is a great example of, as Alexander Pope put it, “what oft was thought, but ne’er so well expressed.”
Indeed, the sentiment is so basic and well-accepted in psychology that it has its own law – The Law of the Instrument.
And how, pray, does that fit in with usability? Well, I don’t believe it’s something that usability engineers and user researchers are guilty of.
Instead, it seems to be quite a common behavior from clients. In the old days, for example, they were often much more familiar with focus groups than with usability tests. So, they would ask for a focus group when they wanted feedback on a new system ... and then keep calling it that up to the test, during it, and often after! Steve Krug’s got a hilarious video on that right here.
These days, it’s more likely that they’ll want a usability test – even when a card sort, or some ethnography, or whatever is more appropriate. And something I’ve seen a lot recently is that they’ll take some particular form of testing – remote unmoderated, 5-second, one-click, etc. – and ask for that instead. Hey, those are typically cheap and quick, right?
So, the approach I usually use here is to first ask them what problem they’re trying to solve. I then try to help them realize that I’ve got a huge toolbox – with screwdrivers, and hammers, and wrenches, and even the occasional shingle froe. And that if we talk about it a little, I’ll make sure they get the right tool for the job.
In other words, what I try to get across is that I’m a consultant, and not just an order taker. You know, kind of like with your plumber, or electrician, or lawyer, or doctor. In other words … Please Mr. or Ms. Client: bring me a problem, not a tool.
I always thought he must have been a great guy to have a beer with
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