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)
Get the Kindle eBook that accompanies the course, for just $2.99 (or local equivalent): geni.us/dAPQ
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 • Introduction to Motiva...
- The Fundamentals of Motivation • The Fundamentals of Mo...
The Main Process Models of Motivation
- Elton Mayo and the Hawthorne Experiment • Elton Mayo and the Haw...
- Victor Vroom and Expectancy Theory • What is Victor Vroom's...
- John Stacy Adams and Equity Theory • What is John Stacy Ada...
- Douglas McGregor and Theory X & Theory Y • What are Douglas McGre...
Primary videos that follow this video include:
Content (or needs) Models of Motivation
- Abraham Maslow and The Hierarchy of Needs • Abraham Maslow and the...
- Clayton Alderfer and ERG Theory • Clayton Alderfer and E...
- Frederick Herzberg and Two Factor Theory • Frederick Herzberg and...
- David McClelland and Three Motivational Needs Theory • David McClelland and T...
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
- CPD Tools - gum.co/MC-CPD
Paid resources
- Management Courses Onboarding Kit - gum.co/MC-ObK ($3)
- Motivation Graphics Pack: managementcourses.gumroad.com... ($2)
RECOMMENDED READING
=====================
Get the Kindle eBook that accompanies the course, for just $2.99 (or local equivalent): geni.us/dAPQ
For a solid introduction to motivation:
- HBR Guide to Motivating People 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 geni.us/uq3EBO
- Start With Why: How Great Leaders Inspire Everyone To Take Action geni.us/vjErAN
- Lead, Motivate, Engage: How to INSPIRE Your Team to Win at Work geni.us/ABkZEx
- Multipliers, Revised and Updated: How the Best Leaders Make Everyone Smart geni.us/E39I
- Payoff: The Hidden Logic That Shapes Our Motivations geni.us/uMaP
- The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work geni.us/tiEkeH
Management Courses Continuing Professional Development (CPD) Points
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