How The Decisions You Make Are Inspired By 3 Needs We All Crave

Why do humans crave these 3 needs? Let’s find out…

Jake Boucher
4 min readSep 1, 2020


Photo by Perry Grone on Unsplash

I mentioned this concept in a previous story: “You’re Gonna Die” that humans have three motivations in life: the need for power, affiliation, and achievement.

I first became aware of this concept in my consumer behavior class (thank you, professor Hart). He is one of the most intelligent teachers I have ever had the pleasure of being taught by. And he truly loves what he does, which makes it more enjoyable for the students.

Professor Hart went into detail about this concept during one class period. I wanted to learn more for myself, so I decided to research it a bit more.

This concept is crucial in understanding human behavior. Every single person is different.

Treat different people differently

Alright, let’s dive into this concept (or theory).

Abraham Maslow first introduced this theory in the early 1940s. In 1961, David McClelland built upon the original theory in his book “The Achieving Society.”

Maslow’s “theory of needs” identified the basic needs of humans. Physiological needs, safety needs, and the needs of belonging, self-esteem, and self-actualization.

McClelland took Maslow’s theory and built upon it. What came next was the three motivators that all humans have: a need for achievement, a need for affiliation, and a need for power.

It’s important to note, one of these “theories” will be our dominant motivator. In other words, one of these needs will be driving our actions whenever we make a decision.


Wanting a sense of achievement is very common among humans.

If you have a strong need to set and accomplish challenging goals and like to work alone, then you’re looking for the achievement aspect in your life.

At some point in your life, you will be looking for achievement. It may be right now, or it could be ten years from now.

I am a 50/50 split between wanting achievement and affiliation. I have goals for myself that I am currently in…



Jake Boucher

Realtor with Lamacchia Realty in Massachusetts