David McClelland’s Three Needs Theory
One of the problems in managing people is that they all have different personalities and motivators. On that basis, good management is knowing and understanding what it is that motivates people, how they might react to the way you allocate tasks or how you plan and give feedback. Here, creative sector coach and trainer Alec McPhedran of Skills Channel TV gives an overview of one motivational approach, the three needs theory.
David McClelland's Three Needs Theory (and in some cases, known as the Motivational Needs Theory or the Learning Needs Theory) is a psychological theory that focuses on three fundamental needs or motives that drive human behaviour. This theory was developed by psychologist David McClelland in the mid-20th century and is also referred to as the Achievement Motivation Theory or Three Needs Theory. The three needs proposed by McClelland are:
Need for Achievement (nAch)
This is the need to excel, accomplish challenging tasks, and attain success through personal efforts. Individuals with a high need for achievement seek out tasks that provide them with opportunities to demonstrate their skills and competence. They are often goal-oriented, enjoy taking calculated risks, and are motivated by a sense of accomplishment. They prefer tasks that offer moderate challenges, as tasks that are too easy might not satisfy their need for achievement, while tasks that are too difficult might lead to a fear of failure.
Need for Affiliation (nAffl)
This is the need for forming and maintaining positive interpersonal relationships. People with a high need for affiliation seek social interactions, value harmonious relationships, and prefer cooperation over competition. They are often concerned about being liked and accepted by others and tend to avoid conflicts or situations that might jeopardize relationships.
Need for Power (nPow)
This is the need to influence, control, and have an impact on others. Individuals with a high need for power are motivated to lead, direct, and manage situations. There are two types of need for power: personal power and institutional power. Those with a preference for personal power seek to control others directly, while those with a preference for institutional power seek to influence through the use of authority and organizational structures.
McClelland's theory suggests that these needs are not mutually exclusive; individuals possess a combination of them to varying degrees. The relative strength of these needs can influence an individual's behaviour, choices, and career paths. McClelland's research also suggested that these needs could be developed and influenced through life experiences, upbringing, and social environment.
The Three Needs Theory has been widely adapted in various fields including organisational behaviour, management, and human resources, to understand employee motivation, leadership styles, and job satisfaction. It provides insights into how people are driven by different motivators and how these motivators can influence their behaviour in different contexts.
McClelland’s Three Needs Theory therefore suggests that an individual’s level of effectiveness and motivation is significantly influenced by these three basic needs.
Alec McPhedran Chtd Fellow CIPD, Chtd Mngr CMI, MAC, MCMI is the managing director of Skills Channel TV, a learning and development company for talented creative people. He specialises in one to one coaching, facilitated learning, media training and team development. For further information, contact 0121 366 87 99 or visit www.skillschannel.tv.
Copyright © Alec McPhedran 202
A trainer, coach and facilitator helping people acheive.
David McClelland's Three Needs Theory: Miongoni mwa matatizo katika kusimamia watu ni kwamba wote wana utu tofauti na motivators. Usimamizi mzuri ni kujua na kuelewa nini kinachowachochea watu, jinsi wanavyoweza kuitikia njia unayopeana kazi au jinsi unavyopanga na kutoa maoni. Mkufunzi wa sekta ya ubunifu Alec McFadden, wa Skills Channel TV, anatoa muhtasari wa mbinu moja ya kuhamasisha, nadharia ya mahitaji matatu. Nadharia ya Mahitaji matatu ya David McClelland (na katika baadhi ya kesi inajulikana kama Nadharia ya Mahitaji ya Kichocheo au Nadharia ya Mahitaji ya Kujifunza) ni nadharia ya kisaikolojia ambayo inazingatia mahitaji matatu ya msingi au nia zinazoendesha tabia ya kibinadamu. Nadharia hii ilitengenezwa na mwanasaikolojia David McClelland katikati ya karne ya 20 na pia inajulikana kama Nadharia ya Msukumo wa Ufanisi au Nadharia ya Mahitaji Matatu. Mahitaji matatu ya McClelland ni: Uhitaji wa Kufanikiwa (NEA) - uhitaji wa kufanikiwa, kukamilisha kazi ngumu, na kufikia mafanikio kupitia juhudi za kibinafsi. Watu wenye mahitaji makubwa ya mafanikio hutafuta kazi ambazo huwapa fursa za kuonyesha ujuzi na uwezo wao. Mara nyingi wao huwa na miradi, hufurahia kuhatarisha maisha yao kwa kiasi, na huchochewa na hisia ya kutimiza jambo fulani. Wao hupendelea kazi ambazo hutoa changamoto za wastani, kwani kazi rahisi sana zinaweza kutosheleza mahitaji yao ya mafanikio, wakati kazi ngumu sana zinaweza kusababisha hofu ya kushindwa. Uhitaji wa Ushirikiano (NFA) ni mahitaji ya kuunda na kudumisha mahusiano mazuri ya kati ya watu. Watu wenye uhitaji mkubwa wa ushirika hutafuta mwingiliano wa kijamii, wanathamini mahusiano yenye upatano, na hupendelea ushirikiano badala ya ushindani. Mara nyingi wao hujihusisha na kupendwa na kukubaliwa na wengine na huwa wanaepuka migogoro au hali zinazoweza kuhatarisha mahusiano. Uhitaji wa Nguvu (nPow) Hii ni haja ya kuathiri, kudhibiti, na kuwa na athari kwa wengine. Watu wenye uhitaji mkubwa wa mamlaka huchochewa kuongoza, kuelekeza, na kusimamia hali. Kuna aina mbili za uhitaji wa nguvu: nguvu ya kibinafsi na nguvu ya taasisi. Wale wanaopendelea nguvu za kibinafsi wanatafuta kudhibiti wengine moja kwa moja, wakati wale wanaopendelea nguvu za taasisi wanatafuta ushawishi kupitia matumizi ya mamlaka na miundo ya shirika. Nadharia ya McClelland inadokeza kwamba mahitaji haya hayana tofauti; watu wana mchanganyiko wao kwa viwango tofauti. Nguvu ya mahusiano ya mahitaji haya inaweza kuathiri tabia ya mtu binafsi, uchaguzi, na njia za kazi. Utafiti wa McClelland pia ulidokeza kwamba mahitaji hayo yangeweza kusitawi na kuathiriwa kupitia uzoefu wa maisha, malezi, na mazingira ya kijamii. Nadharia ya Mahitaji Matatu imebadilishwa sana katika nyanja mbalimbali, ikiwa ni pamoja na tabia ya shirika, usimamizi, na rasilimali za binadamu, kuelewa motisha ya wafanyakazi, mitindo ya uongozi, na kuridhika na kazi. Inatoa ufahamu juu ya jinsi watu wanavyoendeshwa na vito tofauti na jinsi vito hivi vinavyoweza kuathiri tabia zao katika muktadha tofauti. McClelland's Three Needs Theory kwa hiyo inaonyesha kwamba kiwango cha mtu wa ufanisi na motisha ni kwa kiasi kikubwa kuathiriwa na mahitaji haya matatu ya msingi. Alec McPherson, Mkurugenzi wa CIPD, Mngr, CMI, MAC, MCMI, ni Mkurugenzi Mtendaji wa Skills Channel TV, kampuni ya kujifunza na maendeleo kwa watu wenye vipaji. Yeye ni mtaalamu katika moja kwa moja kufundisha, kufanywa rahisi kujifunza, mafunzo ya vyombo vya habari na maendeleo ya timu. Kwa maelezo zaidi, wasiliana na 012689799 au tembelea www.skillshop.com. Copyright Alek McFadden, Mkufunzi, Mkufunzi na Msaidizi, Msaidizi wa Watu