Guide to Management Theory of David McClelland

The McClelland motivational theory provides insight into managers' leadership potential and helps employees excel
By Jeanne Dininni

The David McClelland achievement motivation needs theory enjoys widespread acceptance in the business world. Many organizations have implemented its principles, using them to find, recruit, train and maximize the potential of their managers. According to McClelland's theory, people are primarily motivated by a need for achievement, authority or affiliation. Achievement-motivated people seek advancement, excellence and a sense of accomplishment. Authority-motivated individuals attempt to influence people and situations to increase their own status. Affiliation-motivated folks crave harmonious relationships, long to be liked by others and make the best team players.

Because the 3 need-types expounded in the McClelland theory are present in varying degrees in all business owners, managers and workers, they create a unique mix in each individual which determines a person's management or work style and general behavior patterns. Often, 1 of the 3 exerts a greater influence than the other 2. According to McClelland's theory, strongly achievement-motivated individuals--who tend to be results-oriented--make the best leaders. But the David McClelland motivational theory can be used just as effectively to influence the productivity and work-quality of rank and file employees. Here are some things that the McClelland theory of motivation can do for your company:

1. Help you understand and make the most of your own personal leadership style;

2. Enable you to predict the likelihood that a particular management candidate will succeed at your company if hired;

3. Facilitate the effective training and development of your current management staff; and

4. Help you elicit maximum effort, engagement and productivity from the average employee at your company.

Action Steps

The best contacts and resources to help you get it done

Understand the David McClelland motivational theory and its implications for your company You'll find background information available online which can help you better understand the McClelland achievement theory, or you may want to go all out and register for an online business degree, which will provide more in-depth study of business and management theory, including the David McClelland motivation theory.

I recommend: Net MBA offers a concise description of the McClelland theory and its implications for management. 12Manage also provides a helpful list of the characteristics of each need-group, enabling you to spot an employee's motivational style more easily. WorldWideLearn offers descriptions of various online entrepreneurship degrees in case you'd like to add to your understanding of McClelland's theory while picking up an entrepreneurship or small business degree at the same time.

Look for tools that will help put the David McClelland motivation theory to work for you Many tools, materials and resources are available online which help make it easier to use David McClelland's theory more effectively in your business.

I recommend: The ACCEL team "Supervisor's Guide to Employee Motivation" is an online resource that you can use to maximize your use of David McClelland's theory, along with other accepted management theories. Teleometrics International features an online catalog of theory-based training materials, assessment tools and surveys (including McClelland's theory), as well as a management training and leadership development program.

Try a consultant to help you put the David McClelland management theory into practice A knowledgeable consultant, well-versed in David McClelland achievement motivation principles can guide you in implementing your own motivational program for both management and employees.

I recommend: Morgan Management Consulting offers a number of programs and services based on classic management theory, including the McClelland theory of motivation. Teleometrics International's consulting services can either stand alone or help reinforce its training materials or leadership program.

Tips & Tactics

Helpful advice for making the most of this Guide

Consider the many benefits of putting the David McClelland leadership theory to work for your business. If you decide to use it, why not go all out and practice it in all 3 areas it can effectively address: your own leadership of the company, your managers' development and your employees' engagement.