David McClelland and Three Motivational Needs - Content Theories of Motivation

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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
============
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 - 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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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
___
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@ManagementCourses 2 жыл бұрын

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@gabrielmumba8248 7 ай бұрын

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@ManagementCourses 7 ай бұрын

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@ManagementCourses 11 ай бұрын

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@ManagementCourses Жыл бұрын

You're very welcome!

@anthonywurst2548 3 жыл бұрын

Thanks, Michael. I'm a business student and I needed something real to drive home McClelland's theory. Your video was just what I needed. THanks for making it :) God bless you!

@ManagementCourses 3 жыл бұрын

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@carlin8710 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses 6 ай бұрын

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@slayveotesi 11 ай бұрын

you made me felt like it's like a piece of cake, thanks mister!

@ManagementCourses 11 ай бұрын

You're welcome.

@marammu7md 4 ай бұрын

Thank you for your explanations; you make it easy for me.

@ManagementCourses 4 ай бұрын

It's my pleasure - you're welcome.

@user-vh2ji1re6s 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses Жыл бұрын

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@ManagementCourses 4 ай бұрын

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Wonderful. Thank you.

@ManagementCourses 3 ай бұрын

Glad you enjoyed it!

@shelliej73 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

Glad it was helpful!

@JamesNeill 3 жыл бұрын

Bravo - excellent applied illustration of these motivational concepts

@ManagementCourses 3 жыл бұрын

Thank you, James.

@adrianpotarniche737 3 жыл бұрын

Much appreciated, Thank you!

@ManagementCourses 3 жыл бұрын

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@wathsalasamarakoon3305 2 жыл бұрын

Sir...after you explaining this example it would be easy peasy for me understand mcclellands theory. Thank you very much for your effort ✨️

@ManagementCourses 2 жыл бұрын

Great to hear it!

@jesusgalimbertimaravi4081 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@utsavdas1855 Ай бұрын

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@ManagementCourses Ай бұрын

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@ManagementCourses Жыл бұрын

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@AnhLaMinh Жыл бұрын

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@ManagementCourses Жыл бұрын

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@favourattah738 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@rahmadhadi464 Жыл бұрын

thank you for the explaining, btw theory motivation of mccleland's is my thesis rn!

@ManagementCourses Жыл бұрын

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@ManagementCourses 2 жыл бұрын

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@ManagementCourses 2 жыл бұрын

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@hablen 3 жыл бұрын

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@sandi6635 2 жыл бұрын

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@ManagementCourses 2 жыл бұрын

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@ManagementCourses 2 жыл бұрын

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@rayyanshobowale7110 8 ай бұрын

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@ManagementCourses 8 ай бұрын

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@GU3NO 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses 2 жыл бұрын

Thank you very much for your comments. The secret to everythig is balance. Sometimes formality is important. But only when it truly serves the goal of getting the job done.

@mex9711 4 жыл бұрын

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@ManagementCourses 4 жыл бұрын

Gracias

@abhishekkumarjha5509 3 жыл бұрын

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@ManagementCourses 3 жыл бұрын

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@ManagementCourses Жыл бұрын

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@ManagementCourses 2 жыл бұрын

Glad you like them!

@nuttawutsaisa-ard9831 3 жыл бұрын

informative!

@ManagementCourses 3 жыл бұрын

Thanks!

@Cmdr_Sam 3 жыл бұрын

I am so glad I found this! Such high quality education for free! Thank you Mike Clayton 🙏

@ManagementCourses 3 жыл бұрын

You're very welcome, Saumya.

@matthewfrancis3461 2 жыл бұрын

Great video! May I ask if there is a simple survey out there that could be used to determine someone's primary motivation (nAch, nPow, nAff)?

@ManagementCourses 2 жыл бұрын

There are some simple quizzes and questionnaires around - just do a search. I am not aware of any that come from serious researchers, so I would use them only as educational tools to illustrate the principles.

@DrSudhirBisht 2 жыл бұрын

Super

@ManagementCourses 2 жыл бұрын

Thanks

@jacquilinesopherety6847 3 жыл бұрын

thanks a lot

@ManagementCourses 3 жыл бұрын

You are most welcome

@jacquilinesopherety6847 3 жыл бұрын

Blessed

@sorrella 3 жыл бұрын

Sales isn’t easy though and there is a lot of rejection before success is seen. Very challenging to keep an achiever engaged during the ramp up

@ManagementCourses 3 жыл бұрын

Absolutely, Lisa. Motivation is a vital skill for any sales manager.

@hailelove1 3 жыл бұрын

Great 8

@ManagementCourses 3 жыл бұрын

8 8 8 -- Thank you!

@keithmeadows9532 3 жыл бұрын

Hello great video very helpful, i'm currently studying about motivation in the workplace for my supervisor apprenticeship, Do you know what the implications would be for McClelland's theory for what i need to do to motivate others in workplace?

@ManagementCourses 3 жыл бұрын

Yes I do. If you watched the video, you will know that what McClelland tells us is that we need to understand the people around us and frame our requests of them in terms of the things that most motivate them; their needs. Relate what you want from people to the needs that are most strong in them. McClelland suggests we focus on Power, Affiliation, and Achievement.

@keithmeadows9532 3 жыл бұрын

@@ManagementCourses Amazing! thankyou for clear and concise guidance on this topic, you have been very helpful and informative. ☑️☑️

@ManagementCourses 3 жыл бұрын

@@keithmeadows9532 Keith, You're welcome.

@Sabikakayastha 4 жыл бұрын

cat 🐈 in the background sound. 😂

@ManagementCourses 4 жыл бұрын

Could well be!

@joeyberonio3414 2 жыл бұрын

How is this topic related to Motivation and Rewards Systems?

@ManagementCourses 2 жыл бұрын

I would have hoped you'd see the linkto motivation from watching the video - there are three motivational needs. we appeal to them to motivate people. But this is not about reward systems.

@urbanlegendsandtrivia2023 Жыл бұрын

Question #1 - Since you mentioned at 2:21 of the video that a High nAch person might actually feel powerful, would you say there exists some crossover between these three personality types? Question #2 - Since a High nAch person might be afraid to fail, would you say these persons often have to deal with perfectionism and procrastination issues? Question #3 - Why are star salespersons often viewed with such high esteem in the business world but are sometimes viewed unfairly with low esteem by consumers? Question #4 - How often does a person believe they belong to one of these three categories when in reality other persons see them belonging to a different category?

@ManagementCourses Жыл бұрын

Thanks - a lot of questions, so I need to be brief: 1. I'm not sure that this follows - I was referring to the psychological/emotional pay-off of achieving something. However, we all have a balance of the three needs, so even someone with high nAch still has some nPow 2. Very likely, yes. But again, I am not sure if there is a strong causative link and there may not be any research either way. 3. Good question. The business world needs sales to drive profit. Consumers can feel pressured to buy, by less able sales[eople - who then color our perception of the role. 4. I have no idea. I'd guess most of us have a good intuition. But I don''t even know whether there is a calibrated assessment available!

@airenegerman5615 3 жыл бұрын

Is it applicable to use this motivational theory as bases in a research study to school learners? Thank you.😊

@ManagementCourses 3 жыл бұрын

I am not sure I completely understand your question and also please bear in mid I am not an academic psychologist. But, if you are asking whether school-age learners are motivated by affiliation, power, and achievement, I'd think the answer is yes. It certainly was among the kids in my school - although that was long ago! 😉

@airenegerman5615 3 жыл бұрын

I'm just thinking of this concept if I could connect and add this as variable in a research study to school-age learners. Anyway, thanks a lot sir for this comprehensive presentation. God bless!😊❤

@onyejiakablessed3386 9 ай бұрын

❤❤❤❤❤❤❤❤

@ManagementCourses 9 ай бұрын

Awww thank you.

@phoneaccount45 2 жыл бұрын

Hi Dr. Clayton. Would you be able to advise the reason why these theories are called 'content' theories? Why was it decided to call it 'content' theory? What does content in here stand for? For eg: if you say this is a motivation theory, we understand it is do with motivation but when you say (not you personally ofcourse) content theory, to a layman, it signifies nothing? Content as in satisfaction or content as in subject matter or what? I am just trying to understand the reasoning behind the nomenclature to better understand this. Please advise. Many thanks

@ManagementCourses 2 жыл бұрын

I came up with the terms 'Content Theory' and 'Process Theory' as a way t group theories in a way that seems logical to me: - process theories tell us about different models of how motivation works - content theories offer models of the things that motivate us These labels are not used by researchers. And they are in no way robust. They are just a convenient way to structure the different content in the course. If the terms don't work for you, then just ignore them. If you think they make some sense, but that I put some models into the wrong category, fine. Looking back at some of my choices, I'm not sure I'd do exactly the same again!

@phoneaccount45 2 жыл бұрын

@@ManagementCourses Thank you Dr. Clayton for clarifying. Again, please never stop the great work you are doing. You are a great teacher and I am grateful that I came across your lectures. I also referred your channel to my fellow students who were struggling and they have subscribed, they were thanking me but the real thanks is to you. So, thank you again from all of us. Much appreciated.

@ManagementCourses 2 жыл бұрын

@@phoneaccount45 Thank you. I guess I'll need to stop sometime. But I don't have plans to! And I have loads of ideas.

@phoneaccount45 2 жыл бұрын

@@ManagementCourses That would be a sad day for learners when you stop! Hope you never!

@ManagementCourses 2 жыл бұрын

@@phoneaccount45 Aww... thank you.

@stephaniebt2970 3 жыл бұрын

Are those cats in the background? P.S thank you for helping me pass my Management courses

@ManagementCourses 3 жыл бұрын

May be a cat - I record from home. And, you're welcome.

@stephaniebt2970 3 жыл бұрын

@@ManagementCourses Cats are sweet I have two of my own

@JonathanArons Жыл бұрын

what kind of names is faisal and hetal

@ManagementCourses Жыл бұрын

Faisal is a male kind of name (common in Arabic speaking countries and families around the world who trace ancestry to them, I believe). Hetal is a female kind of name (I believe common throughout many parts of India - and the diaspora around the world) What about Jonathan? A male kind of name (originating in the Levant, I think, and common in Jewish and Christian families around the world)

@LuellaEmily 3 жыл бұрын

How to sell sales to people to sell sales

@ManagementCourses 3 жыл бұрын

😁Poetry of Motivation!

@MatthewStinar 3 жыл бұрын

You make Hetal sound like a toxic employee. I would recommend against hiring anyone who is motivated by power.

@ManagementCourses 3 жыл бұрын

Matthew, it is important to consider degree. You can have a high motivation for power without it becoming toxic. Indeed, it usually becomes toxic when your motivation is not 'for power' but 'against losing power'. (The US version of House of Cards is a great fictional exemplar.) And excess motivation towards achievement or affiliation can likewise become toxic - as can fear of losing affiliation or of failing to achieve. These lead, respectively, to manipulative behavior or to playing it overly safely.

@tanatswa137 Жыл бұрын

this is manipulation, byee-

@ManagementCourses Жыл бұрын

Okay, goodbye. But be aware that this is an assessment of how we can use known psychology. Is it manipulation? That all depends on your motivation, really. Are you using this to help people feel good about something they need to do, or to coerce them into doing something that's not good for them?