Distorting Maslow 

Abraham Maslow's proposed theories of self-actualization and human needs served as cornerstones of humanistic psychology and revolutionized psychology in the second half of the 20th century (Cox, 1987; ITP, 2007). College texts for marketing, management, and psychology courses represent interpretations of Maslow's ideas to the point of cliché. Executives in the boardroom use a pyramid representation of Maslow's needs theory to show how they will target customers and motivate employees. Motivational speakers and religious gurus use the pyramid to guide people toward their potential.

Regardless of his role as a visionary, Maslow seems to have become a regular target of criticism and disregard in academic and scientific circles. This rejection invites inquiry into why controversy surrounds one man's vision for a psychology to help people grow toward and transcend "full humanness" (Maslow, 1968, p. vi).