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WD-40 Company’s special formula for suc-cess aligns with what motivation science proves: the optimal motivation required for people to thrive and produce quality results comes from fulfi
WHY MOTIVATING PEOPLE DOESN’T WORK AND WHAT DOES This page intentionally left blank 349-99188_Rothfels_ch01_3P.indd WHY MOTIVATING PEOPLE DOESN’T WORK AND WHAT DOES More Breakthroughs for Leading, Energizing, and Engaging SECOND EDITION SUSAN FOWLER Why Motivating People Doesn’t Work…and What Does, Second Edition Copyright © 2014, 2017, 2023 by Susan Fowler All rights reserved No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below Berrett-Koehler Publishers, Inc 1333 Broadway, Suite 1000 Oakland, CA 94612-1921 Tel: (510) 817-2277, Fax: (510) 817-2278 www.bkconnection.com Ordering information for print editions Quantity sales Special discounts are available on quantity purchases by corporations, associations, and others For details, contact the “Special Sales Department” at the Berrett-Koehler address above Individual sales Berrett-Koehler publications are available through most bookstores They can also be ordered directly from Berrett-Koehler: Tel: (800) 929-2929; Fax: (802) 864-7626; www.bkconnection.com Orders for college textbook/course adoption use Please contact Berrett-Koehler: Tel: (800) 929-2929; Fax: (802) 864-7626 Distributed to the U.S trade and internationally by Penguin Random House Publisher Services Berrett-Koehler and the BK logo are registered trademarks of Berrett-Koehler Publishers, Inc Second Edition Library of Congress Cataloging-in-Publication Data Names: Fowler, Susan, 1951- author Title: Why motivating people doesn’t work and what does : more breakthroughs for leading, energizing, and engaging / Susan Fowler Description: Second edition | Oakland, CA : Berrett-Koehler Publishers, Inc., [2023] | Includes bibliographical references and index Identifiers: LCCN 2022049280 (print) | LCCN 2022049281 (ebook) | ISBN 9781523004126 (paperback ; alk paper) | ISBN 9781523004133 (pdf) | ISBN 9781523004140 (epub) | ISBN 9781523004157 (audio) Subjects: LCSH: Employee motivation | Leadership Classification: LCC HF5549.5.M63 F69 2023 (print) | LCC HF5549.5.M63 (ebook) | DDC 658.3/14—dc23/eng/20221012 LC record available at https://lccn.loc.gov/2022049280 LC ebook record available at https://lccn.loc.gov/2022049281 2023–1 Interior design: Reider Books Cover design: Frances Baca Copyediting: PeopleSpeak For Drea This page intentionally left blank 349-99188_Rothfels_ch01_3P.indd Contents Foreword by Garry Ridge ix Introduction: Stop Beating Your People with Carrots 1 The Motivation Dilemma 11 What Motivates People: The Real Story 27 Shifting Out of Overdrive 47 If Motivating People Doesn’t Work What Does? 69 Rethinking Leadership Now That Everything Else Has Changed 111 Leader, Heal Thyself 161 Are Your Beliefs Eroding People’s Optimal Motivation? 179 The Promise of Optimal Motivation 199 Afterword by Ken Blanchard 207 Notes 209 Bibliography 215 Resources 227 Acknowledgments 231 Index 234 About the Author 241 vii This page intentionally left blank 349-99188_Rothfels_ch01_3P.indd Foreword by Garry Ridge W hen I stepped down as CEO after twenty-five years, I handed over the secret formula to WD-40’s MultiUse Product to a new era of leadership During that time, our water-displacement lubricant in the blue and yellow cans with the little red top called WD-40 emerged as one of the most recognizable household items in the world Warren Buffet regards it as a brand with one of the best competitive moats on the planet.1 Most people assume that WD-40’s success is its secret formula And they are right But I believe it’s our other secret formula that guided us to a market cap that’s grown from $300 million to $2.5 billion and exceeded the performance of the Russell 2000 and S&P by a long shot, delivering a shareholder return of 1,369 percent without laying off a single person in hard economic times or during the COVID-19 pandemic What is the other secret formula? WD-40 is fueled by an optimally motivated workforce demonstrated through our people’s spirit, morale, inspiration, commitment, and desire to use their discretionary effort on behalf of our company ix This page intentionally left blank 349-99188_Rothfels_ch01_3P.indd Acknowledgments W hen I was young, I would stand in front of the mirror using my hairbrush as a pretend microphone and deliver my Academy Award speech for winning Best Documentary In my fantasy, the orchestra played me off the stage because I took too long thanking all my collaborators I guess I’ve always understood the humility of winning—you simply don’t anything worthwhile alone These acknowledgments are my humble attempt at expressing gratitude to those who helped evolve the ideas expressed in this book with their support, brilliance, and insight (If you are missing from this list, forgive me and trust that you are valued.) Our Mojo Moments core team is foundational to this work My heartfelt love and gratitude to Alexandra Dinu, Erez Almogi, Judes Donin, Mary Evans, Nikita Wollerman, and Rares Manolescu A special shout-out to Taylor Peyton’s invaluable edits and thought leadership We what we with optimal motivation because of our partners and dogged collaborators: Drea Zigarmi, Duncan Cork, Paul Donin, Andra Manolescu, Owen Evans, Nancy Biggar, Kathy Ambrose, Jim Diehl, Marina Gabriela Soare, Cosmin Tudora, Aaron Robbins, Kelie Snow, Joakim Hovrevik, Mattias Dahlgren, and Petra Brohall 231 232 Acknowledgments Our Legacy Partners spread motivation skills throughout the world The list is ever growing, but we need to acknowledge the early adapters who shaped the thinking in this book, including Andrew Miedler and Ian Beeson at Blanchard Australia, Viorel Panaite and his team at HumanInvest in Romania, Michal Zaborek and his team at House of Skills in Poland, Anna Kirin and her team at CBSD in Russia, Tao Wang and 51Job in China, Robert Van Den Bergh from Blanchard International in the Netherlands, Erez Amolgi and Blanchard Israel, Marie Segura at CMC Business Solutions in the Philippines, Amber Barnes at StartHuman in Nevada, Jimmy Karam and Aaron Robbins at IntrinsicFirst in San Diego, JeanPaul Richard at Tangible Performance in Quebec, Dave Cordery at AKTAA in New Zealand, Richard Gilmore at SEAC in Thailand, John McNulty and People Focus Consulting in Japan, Alvar Piera and Jose Crespo Solans with Beckman Coulter, Joe Hepsworth and Wavetronix, Paula Daoust with Blue Cross Blue Shield of Kansas, and Chris Freund and Max Scheichenost with their team from Mekong Capital in Vietnam I’ve been blessed with colleagues, friends, and family who aided and perhaps suffered through the development of these ideas, especially Els Kaelen, Maria Pressentin, Jason Arnold, Lynn Hutton, Chris Wollerman, Mattias Borg, Marty Gilbert, Mark Paskowitz, Bulent Levi, Yogesh Sood, Philippe Mailleux, Seval Özcan, Morgan Pierse, Antony Demetriou, Marija Pavic, Spiros Paolinelis, David Facer, Jenny Luna, Gary Onstad, Trudy Panchon, Kip Fowler, and the Del Vecchio, Talbert, Fogoros and Creighton clans I am forever grateful to the Ken Blanchard Companies for their early support of the ideas expressed in this book, especially Richard Pound, Ken Blanchard, Jay Campbell, and Victoria Cutler Acknowledgments 233 Most of the stories in this book are attributed to values-based clients past and present who embraced optimal motivation and helped me learn more than I taught If I didn’t mention them by name in honor of NDAs, you know who you are! Behind the scenes, these people made this book a reality: • Berrett-Koehler Publishers—The reason this book exists, Neal Maillet The man behind BK’s values, Steve Piersanti; copy editor extraordinaire, Sharon Goldinger; and our shepherd, Jeevan Sivasubramaniam The production and marketing teams, foreign rights group, and the BK Author Community, who support and inspire in equal measure • My PR team at Weaving Influence—Becky Robinson, Aubrey Pastorek, and Izzy Thornton • The master of science in executive leadership program at the University of San Diego—Our students, faculty, and amazing team for a robust learning lab over the past twenty years • My work heroes in the Self-Determination Theory community—Edward Deci, Richard Ryan, Jacques Forest, Marylène Gagné, Scott Rigby, and the extraordinary Shannon Hoefen Cerasoli Many years ago, my forever partner, Drea Zigarmi, asked me, “What’s the penny you want to leave the world?” My answer was to translate complex motivation science into practical application so people worldwide could experience optimal motivation, thrive, and live their lives at a higher level The penny on the dedication page is in his honor Thanks to his love and wisdom, this work exists, and my life has been elevated to a higher level Index Adams, Karen, 172–174 Adrian, Maril, 12 Alberta Pensions, 172–174 alexithymia, 89 aligned motivational outlook characteristics of, 16 optimal nature of, 17 Andrews, Malika, 131 Angelou, Maya, 27 autonomy See choice Brown, Brené, 163 Brown, Kirk Warren, 60 badges See tokens and badges Barnes, Amber, 162–165 Beane, Billy, 11–12, 14 Beckman Coulter Dx Europe, 155 beliefs motivation-eroding, 179–197 motivation-promoting, 196–197 values vs., 197 Berrett-Koehler, 83–84, 191 Blanchard, Ken, 148, 185, 189–190 Blanchard, Margie, 148–149 Blanchard, Theodore, 189–190 Boston Red Sox, 11, 14 change challenging nature of, 111–112 motivation and, 114–115 psychological sense and, 115–116 reactions to, 113–114 resistance to, 114 choice (autonomy) absence of, 58 encouraging, 77–78, 81–84, 106, 126, 134–135, 169 eroding others’ need for, 78–80 examples of, 30, 203 as psychological need, 29–32 Churchill, Winston, 134 coercive power, 187 compassion defining, 88 lack of, 88, 89 self-, 89 compensatory need satisfaction, 36, 70 234 Inde x competence absence of, 58 building, 94–96, 98–104, 107–108, 126–127, 138–139 eroding others’ need for, 96–97 examples of, 37–38, 204 as psychological need, 37–39 connection (relatedness) absence of, 58, 85–86 deepening, 85–94, 106–107, 126, 135–138, 170 eroding others’ need for, 86–87 examples of, 33–35, 204 as psychological need, 33–37 COVID-19 pandemic, 3, 108, 117, 118–119, 123, 125, 168 Curry, Stephen, 131 deadlines, communicating, 83–84 Deci, Edward, 2–3, 4, 72, 145, 146–147, 161–162, 178 delayed gratification, 54, 56 dependence power, 189 disinterested motivational outlook characteristics of, 15 lack of mindfulness and, 59 suboptimal nature of, 16–17 Domino Effect, 41–42, 43 drive, danger of, 47, 64, 67–68 Drive Theory, 47–48, 49 Dweck, Carol, 95, 137 235 Easley, Mike, 174–175 emotions acceptance of, 183 alexithymia and, 89 discounting or avoiding, 86, 87, 183 significance of, 87 See also connection employee engagement, 155–159 Employee Work Passion Company, 86 empowerment, 31 Enron, 192 equity power, 188 expert power, 189 Express Employment Professionals, 191 external motivational outlook characteristics of, 15 lack of mindfulness and, 59 replacing, with meaning, 91–94 suboptimal nature of, 16–17 Fathead, 169 fears avoiding rewarding tokens based on, 141–143 facing, 172–174 feedback asking permission to provide, 134–135 with autonomy-supportive language, 135 building competence with, 138–139 236 IN D EX feedback (continued) deepening connection with, 135–138 encouraging choice with, 134–135 flipping, 134 personalized, 135–138 psychological sense and, 140 pure informational, 138–139 rethinking, 133–140 feelings See emotions Forest, Jacques, 35 Frankl, Viktor, 77 Frost, Robert, 28 gamification, 144–147 Garfield, Charles, 63–64 Gibran, Kahlil, 27 goals importance of quality of, 127–132 motivation and, 130–133 presenting, as valuable information, 83–84 setting, 127–133 SMART, 127–128, 194 Golden State Warriors, 130–132 Grant, Adam, 121 Great Misunderstanding (or Great Resignation, Great Disruption, etc.), 117–123 Hawkins, Lawrence, 148 Holmes, Oliver Wendell, hybrid work policy, 123–127 Immersyve, 145 impersonal reward power, 187 imposed motivational outlook characteristics of, 15–16 lack of mindfulness and, 59 suboptimal nature of, 16–17 incentive-based motivation schemes, failure of, 18–20 information power, 189 inherent motivational outlook characteristics of, 16 optimal nature of, 17 InnovaSystems, 125 integrated motivational outlook characteristics of, 16 optimal nature of, 17 Irwin, Brandon, 31–32, 36 Jimbo’s, 149–150 jobs, changing, 117–123 Kellerman, Barbara, 153 Ken Blanchard Companies, the, 148 Khan, Zaid, 119–120 Kohn, Alfie, language controlling vs noncontrolling, 79 culture defined by, 79–80 laziness, avoiding basing tokens on, 143 leadership defining, 73 motivation for, 207–208 Inde x optimal motivation and, 199–205 power and, 186–190 self-motivation and, 161–62, 178 servant, 207 leadership capacities, foundational building competence, 94–96, 98–104, 107–108, 126– 127, 138–139 deepening connection, 85–94, 106–107, 126, 135–138, 170 encouraging choice, 77–78, 81–84, 106, 126, 134– 135, 169 examples of applying, 72–73, 108–109 importance of, 72–74, 160 reflective awareness and, 75–76 traditional competencies and behaviors vs., 71 learning environment, promoting, 38–39, 95–96, 98–104, 122 legitimate power, 188 Lewis, Michael, 12 Lucchino, Larry, 11, 14 marshmallow studies, 53–56 Maslow, Abraham, 73 Mathrani, Sandeep, 123–124 McClelland, David, 73 McKinsey & Company, 117, 125 measuring, focusing on, 193–196 237 MidOcean Partners, 169 mindfulness defining, 57–58 dispositional, 58 example of, 195 lack of, 58–59 self-regulation and, 59–61 Mojo Moment, facilitating, 104–108 money focusing on, 180–181, 183–186 as symbol, 121 motivation in animals, beliefs that erode, 179–197 change and, 114–115 defining, 4, 163 failure of traditional approaches to, 1–2, 6, 9–10, 12–14, 25, 69–70 for leadership, 207–208 Pecking Pigeon Paradigm, 1–2, 9, 199 power and, 187–190 psychological needs and, 29–41, 48–49, 163 qualitative differences in, 5–6 true nature of, 29–41, 46 trust and, 150–155 See also optimal motivation; Spectrum of Motivation model; suboptimal motivation Musk, Elon, 88–89, 124 238 IN D EX North County Water and Sports Therapy Center, 165 Oakland A’s, 11 optimal motivation beliefs that promote, 196–197 engagement and, 157–159 fragility of, 51–52 health food metaphor for, 20–22 high-quality goals and, 127, 130, 131–133 high-quality psychological needs and, 40, 48 promise of, 199–205 suboptimal vs., 16–17, 45 options, exploring, within boundaries, 81–82 Pacino, Al, 74 Pecking Pigeon Paradigm, 1–2, 9, 199 personal reward power, 187 PetCoach, 169 PetShopBowl UK, 168 Piera, Alvar, 155–157, 159 Pink, Daniel, Pitt, Brad, 12 position power, 188 Powder River Energy Corporation (PRECorp), 174–177 power leadership and, 186–190 motivation and, 187–190 types of, 187–189 praise, 136–138 problem-solving, facilitating, 101–104 profit, focusing on, 183–186 psychological needs combined power of, 41–42, 51–52 effects of not understanding, 43–45 job change and, 118 motivation and, 29–41, 48–49 thriving and, 49 trust and, 153–154 See also choice; competence; connection psychological sense change and, 115–116 defining, 115, 159–160 feedback and, 140 importance of, 159 improving, 112–116 trust and, 154–55 purpose aligning work with, 90 defining, 63 self-regulation and, 63–64 questions asking mindful, 104–107, 166 asking right, 4–6 quiet quitting, 119–120 reciprocity, 188 referent power, 188 relatedness See connection Inde x remote work, 123–127 results focusing on, 190–193 redefining and reframing, 191, 193 reward power, 187 rewards gamification and, 146–147 as last resort, 147–148 meaningful, 149–150 rethinking, 147–150 Rigby, Scott, 145–146 Ryan, Richard, 2–3, 4, 145, 146 Scalone, Beth, 165–168 self-compassion, 89 Self-Determination Theory (SDT), 2–3 self-regulation example of, 203 marshmallow studies and, 53–56 mindfulness and, 59–61 MVPs of, 57–65 nature of, 52–53 purpose and, 63–64 Spectrum of Motivation model and, 52–53, 65–67 values and, 62–63 in the workplace, 56–57 servant leadership, 207 showing and telling, 98–100 skill development, 98–100 Skinner, B F., 1, 73 239 SMART goals, 127–128, 194 SpaceX, 124 Spectrum of Motivation model diagram of, 15 psychological needs and, 39–41 refinement of, self-regulation and, 52–53, 65–67 shifting motivational outlook with, 23–25 six motivational outlooks in, 14–17 suboptimal vs optimal motivation in, 16–17, 40–41, 45 See also optimal motivation; suboptimal motivation StartHuman, 162 suboptimal motivation junk food metaphor for, 17–20, 22, 49–51 lack of mindfulness and, 59–60 low-quality goals and, 127–130 low-quality psychological needs and, 40–41, 48 optimal vs., 16–17, 45 Tesla, 124 thriving desire for, 28 psychological needs and, 49 in the workplace, 28 240 IN D EX timelines, presenting, as valuable information, 83–84 tokens and badges based on fear, 141–143 based on laziness, 143 based on misunderstanding motivation, 144 rethinking, 140–144 trust lack of, 151 motivation and, 150–155 psychological sense and, 154–155 two-way nature of, 151–152 TrustedHousesitters, 168 Twitter, 88–89 values aligning work with, 90 beliefs vs., 197 defining, 61 developing work-related, 62–63 self-regulation and, 62–63 verbal encouragement, 31–32, 36 vulnerability, 162–165 Weatherup, Brock, 168–172 West, Jerry, 131 WeWork, 123–124 Wollerman, Chris, 124–125 Zigarmi, Drea, 73, 104–105, 186–87, 189, 202–204 About the Author S usan Fowler is the founder and CEO of Mojo Moments, an international organization represented by channel partners and strategic alliances who recognize that motivation is at the heart of everything people do—and everything they don’t but wish they did Susan is on a quest to help leaders at all levels flourish as they succeed Widely known as one of the foremost experts on motivation and personal empowerment, she gained her knowledge through extensive experience in business, advertising, sales, production, marketing, executive and lifestyle coaching, and leadership training in all fifty states and over forty foreign countries Susan has worked with clients as diverse as AkzoNobel, Apple, Bayer, Bloomberg, Google, Harley-Davidson, Inspire Software, Merrill Lynch, Moody’s, National Basketball Association, Pfizer, TJ Maxx, and Wavetronix The first edition of Why Motivating People Doesn’t Work and What Does became a bestseller translated into fourteen languages Susan’s Master Your Motivation is a companion 241 242 A bout the Author book teaching individuals the skill of motivation She is the lead developer of the Ken Blanchard Companies’ Self Leadership program and coauthor of three books with Ken Blanchard: Self Leadership and the One Minute Manager, Leading at a Higher Level, and Empowerment Susan has produced the audio programs Overcoming Procrastination and Mentoring and coauthored Achieve Leadership Genius with Drea Zigarmi She was awarded the Lifetime Achievement Award for instructional design by the North American Simulation and Gaming Association Susan lives with her husband, Drea Zigarmi, in San Diego Communicate with her at Susan.Fowler@MojoMoments.com and MojoMoments.com Connect with Susan on social media: Facebook: @SusanNFowler Twitter: @fowlersusann LinkedIn: Susan Fowler Instagram: @susannfowler Berrett-Koehler is an independent publisher dedicated to an ambitious mission: Connecting people and ideas to create a world that works for all Our publications span many formats, including print, digital, audio, and video We also offer online 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