Identify Your Dominant Need

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American Psychologist, David McClelland developed the Needs Theory back in 1960. He explained that people feel motivated at work due to the influence of three main needs: Achievement, Power and Affiliation. The theory states that these specific needs are acquired over time and are shaped by the experiences that one has. Each need exists in everyone, regardless of one's organizational level. However, the degree to which it drives us varies, from person to person. 

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Knowing your dominant need can help you make smarter career moves - from setting professional goals to fostering a more motivated team. Organizations can also provide a more supportive work environment for employees to thrive. So, let's explore how the theory can help both individuals and organizations thrive.

Need for Achievement

Need for achievement means that one has the drive to complete tasks and challenges that they set for themself or someone else sets for them. 

Individual Characteristics

These individuals get their stuff done. Period. Individuals high on this need have a drive to constantly take on challenges and overcome them. They are focused, they like the feeling of being challenged and the feeling of getting rewarded upon accomplishing their goals or completing their tasks. They have a moderate level of risk tolerance. These individuals like their tasks to be slightly risky, which provides them with a sense of achievement, but at the same time, they know that if the task or activity is too risky, or is out of their comfort zone, they may fail. These individuals also prefer working alone and sometimes struggle to work in teams. They need stimulation – through challenges, frequent feedback and recognition for their efforts and achievements.

How these individuals can benefit their organization

These individuals can be an extremely valuable asset to their organization as they excel in their work, and have the ability to produce high-quality output, contributing to the success of the organization. Since these individuals stay extremely focused on their work, they can also be quick at delivering tasks, hence producing a high-volume output as well.

How organizations can help these individuals

They often excel in professional areas because of their ability to focus on their goals and exercise positive traits like self-discipline, project management, and time management (punctuality). Managers should often give these individuals feedback on their performance as they need stimulation through frequent feedback. Even a simple shout-out during team meetings can keep that achievement meter full. Organizations should also recognize their efforts and achievements which can help them feel more motivated. Due to their high achievement drive and competitive nature, these individuals often struggle to collaborate and work in teams, hence sometimes it’s better for organizations not to force them into teamwork and collaboration.

Need for Power

Need for power means one feels driven when in a position of authority and feels that they can influence and control. Power-driven individuals can be effective leaders who seek responsibility and have a natural ability to influence others.

Individual Characteristics 

These people are motivated by authority and control. Individuals in whom this need is dominant, like to be influential, effective and able to make an impact. There is a strong need to lead and influence others, and also to increase their personal status or reputation. One’s need for power can be either of two types – personal or social. Those who have a need for personal power, have a desire to direct and control others. Those who have a need for social power aim to coordinate and direct the efforts of others to advance the organization's objectives. These individuals can also be very charismatic and are more of a risk-taker. If the need for power is dominant in you, channel it towards leadership roles where you can make an impact. Whether it's leading a project, mentoring a colleague, or initiating new policies, your knack for influence can shape the way your team works.

How these individuals can benefit their organization

Individuals motivated by the need for power tend to be determined and persistent. They are capable of making tough decisions and achieving their goals. Their strong desire for power can be beneficial within a team setting. Their objectives are in sync with that of the team or organization, and their desire for power can serve as a source of motivation both for themselves and for those around them.

How organizations can help these individuals

Managers and team leaders can leverage an individual’s need for power by placing them in leadership roles and offering opportunities to pursue their goals. It’s also important to provide these individuals with clear and direct feedback to help them understand and manage their controlling or overly critical tendencies. Organizations can leverage this need also by encouraging mentorship opportunities. When such an employee is in the right role, they can effectively drive change, coordinate their team to enhance team performance and maintain a dynamic work environment.

Need for Affiliation

This refers to an individual’s need for social or interpersonal connections. These people enjoy working in groups and have a strong desire to please others and build alliances.

Individual Characteristics

People with a strong need for affiliation tend to seek harmony with others. Individuals who have this need dominant in them have a strong desire to be liked and held in high regard, which in turn helps motivate them. They excel at collaborating and are inclined to follow the norms and expectations of their work group. Individuals with a high need for affiliation choose work that involves a lot of human interaction, which makes them feel connected. They excel in teamwork, customer service, client engagement, or any other scenarios that require people skills. They have a good sense of social awareness and strive to maintain successful social ties and create a positive environment. Unlike people with a high need for achievement or for power, these individuals usually have lower levels of risk tolerance.

How these individuals can benefit their organization

Individuals with a strong need for affiliation can be a valuable asset to a team, as they tend to excel at bringing people together, building social connections and helping teams form cohesive units. Besides this, they often bring motivation, enthusiasm, and engagement, which can drive team performance, especially when working towards shared goals. They can be highly effective leaders in specific situations due to their ability to foster inclusive cultures, cohesive teams, and a strong sense of collaboration. Organizations can make the most of affiliation-driven employees by placing them in roles that emphasize teamwork or customer interaction. Creating a supportive, collaborative culture enhances productivity and satisfaction, making these individuals ideal for team-based positions or welcoming new team members, thanks to their knack for creating a warm, positive and engaging environment.

How organizations can help these individuals

From a leadership perspective, it’s crucial to guide individuals with a high need for affiliation to balance their focus between achieving their goals and maintaining their social connections. These individuals might be inclined to compromise on the pace or quality of their work if it means preserving social harmony. Therefore, to help them excel, it’s essential to cultivate a team culture that emphasizes collaboration. This can be achieved by setting shared objectives, fostering strong team relationships, and minimizing conflict.


Making Needs Theory Work for You (and Your Organization)

So, how can you and your organization use this theory without it sounding like something straight out of a textbook?

  • Self-Awareness: Start by determining what drives you the most, that is, what your dominant need is. Are you an overachiever, a social butterfly, or an effective leader? Knowing where you fit in the spectrum may help you adjust your career path, establish realistic objectives, and handle work relationships better.
  • Communication: Share these insights with your team or manager. Understanding one another's motives can lead to better teamwork and fewer disputes.
  • Flexibility: Organizations should provide several possibilities to cater to different needs. For example, not everyone wants to ascend the corporate ladder; some just want to be the friendly face of the team, while others want to quietly succeed at their jobs.
    1. Achievement: Ensure that they are regularly provided with new, challenging responsibilities and frequent feedback, to keep them happy.
    2. Affiliation: Ensure they have plenty of opportunities to collaborate and form meaningful relationships at work.
    3. Power: These employees should be given opportunities to lead others and distribute tasks to team members.
  • Implement: Organizations should implement strategies that support employee motivation so they have higher productivity and better performance.


McClelland’s Theory of Needs offers a practical way to understand what drives us at work—whether it’s achieving goals, building connections, or leading others. By recognizing these needs in ourselves and our teams, we can make more strategic career moves and create a more motivated workplace.

 

 

 

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