Theory of Needs

David McClelland proposed that three requirements are important in organizational settings for understanding motivation:

1. The requirement for achievement, that is the drive to excel and desire to do things better.

2. The requirement for power that is the desire to be influential.

3. The requirement for affiliation that is the desire to be liked and accepted by others.

McClelland proposed there individuals differ in which requirement is most important to them. Thus, to effectively motivate employees it is important to understand each individual's primary requirement and match the work and management style appropriately.