Classic economic theory…could be revolutionized by accepting the reality of higher human needs, including the impulse to self-actualization and the love for the highest values.
—Abraham Maslow

An important point often overlooked is that people participate in organizations for one ultimate purpose—to derive personal value.

Demonstrating measurable business results related to a change in the organization’s culture, strategies, or environmental factors has very high value. But to create maximum value, a change must satisfy the internal needs of the organization—the “self.” I call that “self-aligned value.”

But, not only must the internal need(s) of the organization be satisfied, but the internal needs of the individuals in the organization must also be satisfied. People participate in the organization to satisfy their Maslowian needs, whether they are basic needs for food and shelter, or higher needs for safety, belonging, or esteem. The higher the type of need being satisfied, the higher the value created.

So in addition to creating value for the organization, the change leader must create personal value for the members.
 

When mining for value, also look for sources of personal value for people in the organization. Examples include:

Maslowian needs—self-aligned value. Anything that increases income, increases safety, reduces risk, enhances belonging, or improves esteem for the individual will be a source of personal value.

The Four Forces. Anything that helps people improve their positions in one of the four force dimensions will create personal value.

Political goals. One way or the other, all people have political goals and strategies. When the change leader helps the individual achieve these political goals, far more value is created than what appears in a financial justification.

Opportunities and comfort. Any change that provides either an opportunity for the person to enhance her position in some fashion or a way to increase her comfort creates personal value.

Mine for personal value, as well as organizational value. Strive to deliver the highest value: self-aligned value. Be creative—even improving personal comfort can be highly valued.