CLASSIFYING NEEDS Maslow’s Hierarchy of Needs:
Abraham Maslow’s “Theory of Human Motivation” gives a valuable insight into what stimulates human behaviour towards certain goals, and provides clues to an individual’s as well as a company or organizations behaviour. Like individuals, companies seek to satisfy their needs. Maslow suggested that a person’s needs are organized like a pyramid or hierarchy.
1. Physiological needs – physical and biological.
At the most basic levels our needs are those to sustain life – our physiological needs for such things as food, water, clothing, shelter. For some of this may be survival, or the avoidance of failure. Once these are satisfied, the next needs are
2. Safety and Security needs
Most people need and prefer to have a safe, orderly, predictable and orderly life. They want to be in control – to reduce to a minimum the unpredictable, dangerous things. When Physiologic and safety needs are being satisfied then
3. Social needs
The need to belong, to love and be loved and to have acceptance and a recognized place in a group. This flows from family, the social community and the work group. When these three needs are being satisfied
4. Esteem, Ego
The need for respect, self-esteem, for the esteem of others, and ego satisfaction.
The satisfaction of these four needs on a continuous and fairly uninterrupted basis leads ultimately to discontent unless
5. Self Actualization – Achievement
The person is doing what they feel they are fitted for and wants to do. The need to reach one’s potential and make a worthwhile contribution.
Since the first four needs tend to be cyclic, they are sometimes called “deficit needs” – the resurface. However, gains in self actualization are permanent.
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