Why invest in understanding individual motivations? Each person has their own needs, motivations, dreams and desires…a good manager is one who listens, understands and applies this information productively.

This is a true story. Some years ago the following exchange was broadcast on an Open University sociology TV programme.

An interviewer was talking to a female production-line worker in a biscuit factory. The dialogue went like this:

Interviewer: How long have you worked here?

Production Lady: Since I left school (probably about 15 years).

Interviewer: What do you do?

Production Lady: I take packets of biscuits off the conveyor belt and put them into cardboard boxes.

Interviewer: Have you always done the same job?

Production Lady: Yes.

Interviewer: Do you enjoy it?

Production Lady: Oooh Yes, it’s great, everyone is so nice and friendly, we have a good laugh.

Interviewer (with a hint of disbelief): Really? Don’t you find it a bit boring?

Production Lady: Oh no, sometimes they change the biscuits…