Page 37 - Build a Culture of Employee Engagement with the Principles

8 Carrots and Sticks Don’t Work

was the first psychologist to posit a theory of motivation based
on such higher-order needs and would strongly influence David
McClelland’s Theory of Needs model. Murray recognized the
importance of thoughts, feelings, and emotions as relevant to
the study of human motivation. The tug-of-war continued.

Maslow’s Hierarchy of Needs
In 1943, Abraham Maslow challenged Skinner’s behaviorism
model and suggested that a model of human motivation should
be centered on people and not animals. Known as the father
of humanistic psychology, Maslow’s Hierarchy of Needs model
explained human motivation based on meeting needs at differ-
ent levels. At the lowest level were physiological needs such as
food and water. At the second level were needs around safety
and security. At level three, Maslow suggested that we seek to
fulfill a sense of belonging and affiliation such as having friends
and family and being part of a work group. Next, he hypothe-
sized that we were driven by esteem issues such as achievement
and respect. Finally, at level five, Maslow theorized that we seek
personal growth and fulfillment.
Maslow’s work has stood the test of time. In fact, his model
readily predicts and explains human behavior during difficult
economic times.
As people become more concerned about keeping their job,
they are naturally going to be less focused on teamwork. Why?
Because in teamwork one risks making others look good and not

When people begin to feel as though their jobs may be threatened
and hence their security, they are much less concerned about
their need for achievement or affiliation. That is why, in a down
economy, team functioning breaks down.