David McClelland and Three Motivational Needs – Content Theories of Motivation
For my money, David McClelland gave us one of the most useful models of motivation, for use in the workplace. McClelland identified three motivational needs. Each of these allows us to motivate different people to do the same task, by appealing to the need that they feel most strongly.
David McClelland’s three motivational needs are:
– the need for achievement (nAch)
– the need for power (nPow)
– the need for affiliation (nAff)
Watching this video is worth 2 Management Courses CPD Points*.
(See below for more details)
This video is part of course module number 3.7.3
Program 3: Managing and Leading Individuals
Course 7: Motivation
Section 3: Content Models of Motivation
Primary videos that precede this video include:
– Introduction to Motivation https://youtu.be/hbPGqPLv2s4
– The Fundamentals of Motivation https://youtu.be/IVjnAZ-8-dY
The Main Process Models of Motivation
– Elton Mayo and the Hawthorne Experiment https://youtu.be/jRMO43s5NGY
– Victor Vroom and Expectancy Theory https://youtu.be/WDgF7Avijlc
– John Stacy Adams and Equity Theory https://youtu.be/ksnCw96vg7M
– Douglas McGregor and Theory X & Theory Y https://youtu.be/fS5iqEf1Azs
Primary videos that follow this video include:
Content (or needs) Models of Motivation
– Abraham Maslow and The Hierarchy of Needs https://youtu.be/gz5zNx3KnrE
– Clayton Alderfer and ERG Theory https://youtu.be/a01zosRYGnk
– Frederick Herzberg and Two Factor Theory https://youtu.be/f_qyDfZYfXQ
– David McClelland and Three Motivational Needs Theory https://youtu.be/jxNhGE3gPcA
LESSON NOTES
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David McClelland believed we each have three primary motivational needs that motivate our behavior at work. These three needs are;
– the need for achievement (nAch)
– the need for power (nPow)
– the need for affiliation (nAff)
And each of us has a different balance of each of these three needs. One is likely to dominate for each of us. if you now wich need primarily drives a member of your team, you can use that knowledge to help you to motivate that person. You do so by froaming the task in terms of how it will help them to meet their principal need.
RECOMMENDED EXERCISE
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1. Think about each of your team members. For each one, which of McClelland’s three motivational needs seems to be strongest? (2 MC CPD Points)
2. Next time you need to motivate one of your team members to do something, try framing it in terms of the need you think is most prevalent in them. (2 MC CPD Points)
3. Review your use of motivators. How effective was it? What can you do, to improve the way you motivate your team? (2 MC CPD Points)
DOWNLOADS
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Free Resources
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Paid resources
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RECOMMENDED READING
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For a solid introduction to motivation:
– HBR Guide to Motivating People https://geni.us/sO2IKgn
The best of modern thinking on motivation, in accessible business books. These are all modern classics:
– Drive: The Surprising Truth About What Motivates Us https://geni.us/uq3EBO
– Start With Why: How Great Leaders Inspire Everyone To Take Action https://geni.us/vjErAN
– Lead, Motivate, Engage: How to INSPIRE Your Team to Win at Work https://geni.us/ABkZEx
– Multipliers, Revised and Updated: How the Best Leaders Make Everyone Smart https://geni.us/E39I
– Payoff: The Hidden Logic That Shapes Our Motivations https://geni.us/uMaP
– The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work https://geni.us/tiEkeH
Management Courses Continuing Professional Development (CPD) Points
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Each video has two levels of MC CPD points. For this video:
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