The "will to power" is a philosophical concept primarily associated with the German philosopher Friedrich Nietzsche. It suggests that the fundamental driving force in humans is not merely survival or reproduction, but a deep-seated desire to assert and enhance one's power and influence over oneself and the world. This idea challenges traditional views of motivation, emphasizing ambition, creativity, and the pursuit of excellence. Nietzsche believed that embracing the will to power could lead individuals to achieve their fullest potential and create their own values, rather than conforming to societal norms or expectations.