The clear starting point is acceptance of the limits of rationality, the central theme of the last two chapters. Building on that, four prime elements of new theory would include our observations on basic human needs in organizations: (1) people’s need for meaning; (2) people’s need for a modicum of control; (3) people’s need for positive reinforcement, to think of themselves as winners in some sense; and (4) the degrees to which actions and behaviors shape attitudes and beliefs rather than vice versa.
