The Three Needs Theory, also known as need theory, is the best-known theory of David McClelland, a Harvard professor who spent thirty years conducting research on motivation. He wanted to find out more about human nature and if there were ways to measure how people make decisions.
McClelland's Theory of Three Needs provides insight on the three needs that an individual could have. Each person is motivated by power, achievement, or affiliation. One trait might be more predominant than the other two however they are all present in everyone at varying levels of impact for each person.
It may be argued that McClellands theory of motivation has similarities with other popular motivational models like Herzberg’s theory on high and low achievers and Maslow’s theory of self actualization.
McClelland primarily used his theories to assess employee performance in the workplace. He also had other ideas about motivation that are worth looking into as well. He researched how motivation and a drive to succeed can affect one’s health; for example; if someone is excessively driven then this can result in stress and high blood pressure. Furthermore, this study demonstrated that there might be a link between internal factors and physical responses - like a motive. Not everyone was convinced, but it was enough to provide a solid foundation for future studies.
The three needs in McLelland’s three needs theory are: The power motive, The achievement motive and The affiliation motive.
The Power Motive If an individual’s motivation is power, they are motivated to influence others in order to take control. It's easy to imagine Hitler in Nazi Germany as the nightmare example, but this motive is actually found in a more moderate form. It could be used by a coach or just a leader who influences their child to act out violently. They don't intend to create a dictatorship but they want to motivate others and delegate responsibilities. They just want to be influential in the lives of other people.
The Power Motive has its own downsides. Individuals who are driven by power are often impatient, easily frustrated people. They don't mind moving or changing job situation if the opportunity presents itself. They are the ones who will make themselves known to be available whenever a higher position becomes available in their organization. Some people believe they're just looking for their next big opportunity, however they still dedicate their time to their current job. Those who want fame and wealth will simply quit their jobs in pursuit of that, so it's hard to retain these types of employees.
The Achievement Motive If someone's primary motive is achievement, they are motivated to do better for the sake of doing so. These people come with great tenacity to achieve. They are happy when they are given a challenge and prove that they can meet it. These people are happy when they are given a challenge and prove that they can meet it. They thrive on competition and are comfortable taking risks.
Achievement-oriented individuals again will not hesitate or think twice to change the situation or the location if they feel like it is not meeting their needs. They prefer to work on tasks where the results are clear and easy to measure and they receive credit for the same. They do not like working in groups because they only have limited control over the outcome. Entrepreneurs a motivated by achievement. They have the drive to be successful and this is, in turn, vital to the economy. However, this may not mean that they are the best bosses to their employees. Achievement-motivated people often prefer to do things themselves and are thus reluctant to delegate responsibilities. This can lead to micromanaging in a company. They prefer not to work in a team and often fail to share duties with the team. Although successful, this personality trait may prevent them from being successful in management positions.
The Affiliation Motive An individual who has affiliation as their main motive will be motivated by social connections. They are primarily motivated by the need to maintain relationships and be accepted by others. This type of person is more likely to be passive and avoid confrontation, which can lead to them being taken advantage of. They are more likely to use substances to feel better about themselves. These people are comfortable in familiar environments and prefer to stay in one location. They are less likely to express their feelings of discomfort, which means they try not to disappoint their coworkers and managers if they can help it.
The Affiliaton Motive Even though affiliation-motivated individuals can be helpful when working in a team, they are not always the most reliable employees. It seems they are content with where they are at and do not feel a drive to better their performance. They lack any ambition to either improve their employee status or be more successful, meaning they are the least effective workers. Now that we have understood the three needs; how do we recognize these motives in people or in our team members? One area of immense interest in recent decades has bene the introduction of personality tests in the workplace. Managers can use these tools to learn more about he personalities of their team members and then use the appropriate managerial style or leadership style to lead them and ensure they are motivated. This is how as a leader you will be able to bring out the best in your team. And; they will love you for it.
We all have that one boss we always admire and almost revere. Think about what he or she did for you; I can bet that he or she understood you and gave you what you craved for. If you were motivated by power, achievement or affiliation, then that is exactly what you received. That is the sign of a good boss.
So; when we do recognize the motivators of our team members, then how do we use this information to keep them motivated. Lets list three examples:
1. If you have an employee who is motivated by power then you will need set clear goals and expectations for them to achieve in order to further their career in your company.
2. If you have an individual who is motivated by achievement then you need to ensure that they provided with regular tasks and problems to keep them engaged and motivated upon the completion of those tasks.
3. For a team member motivated by affiliation; you must ensure that you are providing them with regular feedback on their performance to keep them motivated.
I am a firm believer that no one model of motivation can be used to be a complete and accomplished leader; we need to have a good understanding of most of them and then decide when to use which one given the situation we are in. Eventually with enough practice this will become second nature.