In 2006, I introduced in this column the social theory of an American psychologist called Abraham Maslow, who in the mid-20th century decided that in contrast to Jung and Freud, he would study what motivates normal people. His findings resulted in a simple layered pyramid, which he dubbed the "Hierarchy of Needs". According to Maslow, and certainly I agree with him, different people are motivated by different things according to the space they occupy physically and mentally.