This theory is probably the best-known motivation theory. It was coined by Abraham Maslow during the 1940s and 1950s. In essence, it states that our motivations are dictated primarily by the circumstances we find ourselves in, and that certain ‘lower’ needs need to be satisfied before we are motivated towards ‘higher’ accomplishments. Let’s take an extreme case: if we were stranded in a high mountain range after a plane crash, all our energies would initially go into finding food, shelter, defence and possibly, medical assistance. Only after these needs were satisfied would we seek other objectives such as respect, friendship, care of others and sexual fulfilment. If all these goals were answered then we would be free to seek purer goals such as enlightenment, wisdom, great works and perpetual remembrance. Maslow divided these objectives into five distinct stages, starting at physiological needs and ending at self-actualisation needs. In practice, the theory has its application in ensuring that the workforce have sufficiently comfortable surroundings and working conditions in order for them to be free to do their best for their company. If your technical writers are stuffed four people per desk into a Portakabin with no windows which fluctuates between -10 degrees in the Winter and +50 degrees in summer, you should not expect them to write Shakespeare1. Theory X and Theory Y