Okay, so where is the criticism for this theory? Maslow's proposition is essentially that there is a universally applicable set of needs and that there is a universally applicable hierarchical ordering of those needs, but the empirical record for that is mixed. Sometimes, people don't find that there is really a particular set of needs that applies to different cultures. And in some case, they don't even see that there is a consistent hierarchical ordering of those needs. Some people have made the argument though, that in particular culture there's a tendency, there's this systematic tendency to value some needs over others. So, in collective societies, studies have found that people actually prioritize needs with regards to the group. So the the social needs, the belonging needs are a lot more important than the self-focused needs such as self-actualization. That’s lead people to say that maybe Maslow's theory has a Western bias, That is puts at the apex of the pyramid the self-actualization. But there are other influences that could also change the pyramid or the particular needs that people have. There could be situational pressures. So in many cases and studies have looked at this in war time and in peace time, the needs that people have and the priority ordering of those needs can be very different. I never had to live through a period of war, but I changed my ordering of needs when I started a family. So the prioritization or self-actualization versus safety all of a sudden changed. So safety had a much higher priority for me, because I now I had to be the reliable provider. And sometimes is really just idiosyncratic choices that people make and idiosyncratic tradeoffs that people make with regards to the ordering of the needs that they have. So many friends of mine that have worked on consultancy and investment banking actually have traded their high paying jobs and relative job regards to the ordering of the needs that they have. So many friends of mine that have worked on consultancy and investment banking actually have traded their high paying jobs and relative job security for jobs that were much less secure. But that they felt are more meaningful, so they do make a trade off there. Okay, so those are the criticisms of Maslow's theory. So the theory is rubbish We should throw it out. Well, not so quick, there is some empirical evidence that might bright it back and that would make Maslow very happy. Israeli psychologist Shalom Schwartz has spent many years now. Basically, serving across many different countries, people on human value inventory that he has developed. And the idea of these values as drivers for motivations, actually very similar to Maslow's conceptions of needs as the drivers for human motivation. And what he has found is that yes, there is a lot of variance kind of within and across cultural groups with regards to what values or needs are prioritized, but there are also some similarities. And there is a consistency in what kind of values people actually put higher relatively to others and this is across cultures. So what he found, for example, is that benevolence, self-direction and universalism, all those three are usually higher than some of the other values in the value inventory. And that power, tradition, and stimulation are usually lower than the other values across a cultures. So there's a certain consistency there. There's a certain level of agreement of what matters more and that actually applies across cultures. And there are some values that there's actually no consensus on like hedonism. And there are some values that there's actually no consensus on like hedonism. I'd say, hedonism cultures may disagree on whether it should is a high value or is really a low value relative to others. Okay,