Clayton Alderfer and ERG Theory - Content Models of Motivation

Clayton Alderfer created a variation on the best-known needs theory of motivation: Maslow's Hierarchy of Needs. Alderfer's model is known as ERG Theory. ERG stands for the three primary needs that Alderfer identified:

- Existence
- Relatedness
- Growth

In many ways, this simpler model is better than Maslow's.

Watching this video is worth 1 Management Courses CPD Point*.
(See below for more details)

This video is part of course module number 3.7.3
Program 3: Managing and Leading Individuals
Course 7: Motivation
Section 3: Content Models of Motivation

Primary videos that precede this video include:
- Introduction to Motivation https://youtu.be/hbPGqPLv2s4
- The Fundamentals of Motivation https://youtu.be/IVjnAZ-8-dY
The Main Process Models of Motivation
- Elton Mayo and the Hawthorne Experiment https://youtu.be/jRMO43s5NGY
- Victor Vroom and Expectancy Theory https://youtu.be/WDgF7Avijlc
- John Stacy Adams and Equity Theory https://youtu.be/ksnCw96vg7M
- Douglas McGregor and Theory X & Theory Y https://youtu.be/fS5iqEf1Azs

Primary Content (or needs) Models of Motivation videos include:
- Abraham Maslow and The Hierarchy of Needs https://youtu.be/gz5zNx3KnrE
- Clayton Alderfer and ERG Theory https://youtu.be/a01zosRYGnk
- Frederick Herzberg and Two Factor Theory https://youtu.be/f_qyDfZYfXQ
- David McClelland and Three Motivational Needs Theory https://youtu.be/jxNhGE3gPcA

LESSON NOTES
============
Clayton Alderfer set out his ERG Theory in 1969. This has three primary motivational needs. Achieving them is what motivates us:
- Existence
- Relatedness
- Growth

Alderfer contended that all three needs must be addressed simultaneously.
If you can’t satisfy all three, this leads to frustration and a focus on lower needs.
We can diagnose an unfulfilled or partially-met need from an over-focus on either socializing/gossip (Relatedness) or on basics (Existence).
Address motivational problems by understanding what a person feels is missing and then working together to provide it.
RECOMMENDED EXERCISE
======================
1. Think about each of your team members. Are any of them showing signs that one of the ERG levels is missing? If so, which one? (2 MC CPD Points)
2. Take action to remedy the problems you have identified, by sitting down with your colleague and opening a discussion. (2 MC CPD Points)

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RECOMMENDED READING
=====================
For a solid introduction to motivation:
- HBR Guide to Motivating People https://geni.us/sO2IKgn

The best of modern thinking on motivation, in accessible business books. These are all modern classics:
- Drive: The Surprising Truth About What Motivates Us https://geni.us/uq3EBO
- Start With Why: How Great Leaders Inspire Everyone To Take Action https://geni.us/vjErAN
- Lead, Motivate, Engage: How to INSPIRE Your Team to Win at Work https://geni.us/ABkZEx
- Multipliers, Revised and Updated: How the Best Leaders Make Everyone Smart https://geni.us/E39I
- Payoff: The Hidden Logic That Shapes Our Motivations https://geni.us/uMaP
- The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work https://geni.us/tiEkeH

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