Lesson notes, exercises, downloads, and recommended reading are below the video. On mobile, the video will rescale when you play it.


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
============
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
======================
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
===========
Free Resources
– CPD Tools – https://gum.co/MC-CPD
Paid resources
– Management Courses Onboarding Kit – https://gum.co/MC-ObK ($3)

RECOMMENDED READING
=====================
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
===========================================================
You can record your Management Courses CPD points on our free, downloadable CPD record log.
Download it here: https://gum.co/MC-CPD

Each video has two levels of MC CPD points. For this video:
– If you simply watched the video, record 2 MC CPD points
– If you also carried out all of the recommended exercises, score a total of 8 MC CPD points
___

Note:
Links to our book recommendations are affiliated through Amazon

source

How Do We Motivate People? Top Process Models of Motivation [Compilation]
What Motivates People? The Top Motivation Models [Compilation]
Porter & Lawler: Expectancy Theory on Steroids
Edward Lawler: Vroom Enhanced with Two Types of Expectancy
William Ouchi: Theory Z Organizations and Motivation
The Psychology of Motivation: Understand the Basics
Basics of Motivation: Building Morale in your Team
Basics of Motivation: Incentives – do they work?
Hackman and Oldham: Job Characteristics Model of Motivation
Work Orientation Theory: John Goldthorpe and How Attitudes affect Motivation
Edwin Locke: Goal-Setting Theory of Motivation
Daniel Pink and Motivation 3.0 – Content Models of Motivation
Ryan & Deci: Self Determination Theory (SDT) – Content Models of Motivation
Chris Argyris and the Immaturity-Maturity Model of Motivation: Treat People as Adults
Rensis Likert and High Producing Managers – Process Models of Motivation
Clayton Alderfer and ERG Theory – Content Models of Motivation
Frederick Herzberg and the Two-factor Theory – Content Models of Motivation
Abraham Maslow and the Hierarchy of Needs – Content Model of Motivation
Douglas McGregor and Theory X & Theory Y: Process of Model of Motivation
John Stacy Adams and Equity Theory: Process of Model of Motivation
Victor Vroom and Expectancy Theory: Process of Model of Motivation
Elton Mayo and the Hawthorne Experiment: Process of Model of Motivation
The Fundamentals of Motivation – Motives, Drives, and being Blocked
Introduction to Motivation: Key Questions Answered

Mike Clayton

About Mike Clayton 

Dr Mike Clayton is a (former) Project Manager and now a management educator. Having trained thousands of people at live workshops, seminars, and conferences, he now delivers training mainly via video. He has 14 books with international publishers and runs two successful YouTube channels. He is also the founder of OnlinePMCourses.com

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