David McClelland's theory of needs, introduced in the 1960s, expands on Maslow's hierarchy and outlines three key motivational needs: achievement, power, and affiliation. The theory emphasizes understanding individual drivers to effectively motivate employees, suggesting tailored managerial approaches based on these needs. For achievement-oriented individuals, offering challenges and feedback is crucial, while power-seekers benefit from leadership roles, and those motivated by affiliation prefer cooperative tasks and personal recognition.

1. McCLELLAND’S THEORY OF
NEEDS

2. Preface
David McClelland has introduced this theory
during 1960’s.
It was developed based on Maslow’s hierarchy
of needs theory
Model of motivation that attempts to explain how the
needs for achievement, power and affiliation affect the
actions affect the actions of people from a managerial
context.

3. 3 Needs
 Need for Achievement: Desire to do better solve
problems or master complex problem
 Need for Power: Desire to control other and influence
their behavior
 Need for Affiliation: Desire for friendly and warm
relationship with others

4. Need for Achievement
Desire to set & accomplish challenging
goals
Self Motivated
Likes to receive regular feedback on the
progress and achievements
Perform better if monetary reward is
linked with their achievements.

5. Need for Power
They want to control and influence
others.
Enjoy status and recognition.
Like to win arguments.
Enjoy Competition and winnings.

6. Need for Affiliation
Want to belong to the group.
Want to be liked
Don’t like high risk or uncertainty.
Very Co-operative.

7. Application of this theory
 Identify Drivers: Manager should be capable of
identifying the needs of individuals.
 Structure the Approach: Managers should
motivate individuals according to their needs

8. Con’d
 People motivated by Achievements-
Giving them Challenging Jobs
Keeping them engaged
Giving fair and balanced feedback.
 People motivated by Power-
Providing leadership roles.
Providing direct feedback
Motivating offering career development opportunities.

9. Cont’d
 People motivated by Affiliations-
1. Providing manageable tasks rather assigning risky or challenging
tasks.
2. Providing feedback personally rather in front of all.
3. Giving teamwork.