Idea 30: Maslow's hierarchy of needs

If you know the nature of water it is easier to row a boat.

Chinese proverb

A sketch map of individual needs – which is useful for managers when considering individuals – can be drawn from Maslow's hierarchy of needs (first developed in 1954). Nevertheless, you should remember that his theory does not fully appreciate individual differences or the fact that each person has a unique set of needs and values.

Maslow identified five motivating factors in his hierarchy of needs and indicated that as each need is satisfied, others then emerge. He identified:

1. Physiological needs (including hunger, thirst, sleep).
2. Safety needs (security and protection from danger).
3. Social needs (belonging, acceptance, social life, friendship and love).
4. Self-esteem (self-respect, achievement, status, recognition).
5. Self-actualization (growth, accomplishment, personal development).

However, bear the following points in mind:

• Individuals do not necessarily move up the hierarchy on the principle that a ‘satisfied need ceases to motivate’, although that can be the case.
• Different levels of needs can kick in at random points on the scale toward the full satisfaction of needs.
• Culture, age and other factors can affect the importance of different needs to different people and at different stages in their lives.
• Satisfying some needs can be sacrificed in order to try to satisfy higher-level needs.