However large or small a company or business is, it is employees at all levels that can make or break it. It is as important to research and study the needs, drives, and expectations of people we hire or employ, and aim at responding to and satisfying those, as it is with regard to customers.

Though each person has specific needs, drives, aspirations, and capabilities, at varying degrees of intensity, people's basic needs are the same, as illustrated in the following model:


1. Physiological Needs - basic physical needs: the ability to acquire food, shelter, clothing and other basics to survive

2. Safety Needs - a safe and non-threatening work environment, job security, safe equipment and installations

3. Social Needs - contact and friendship with fellow-workers, social activities and opportunities, appreciation

4. Ego - recognition, acknowledgment, rewards

5. Self-Actualization - realizing one's dreams and potential, reaching the heights of one's gifts and talents.

It is only when all of these needs are met that workers are morally, emotionally, and even physically ready to satisfy the needs of the employer and the customers.
Worker motivation must also be viewed from two perspectives:

1. Inner drives - A person's inner drives push and propel him/her towards an employer, a particular job, career, line of study, or other activity (such as travel or recreation). It is these drives that are delineated in the hierarchy of needs, and which we must understand and internalize, use as guidelines in our efforts to help employees feel motivated.

2. Outer (external) motivators - The outer (external) motivators are the mirror image the employer or outside world offers in response to the inner drives. In order to attract the "cream of the crop" of available workers, same as in his/her dealings with customers, the employer not only tries to satisfy these basic needs, but to exceed them - taking into consideration additional extraordinary needs individual workers have. Their contribution to the success of the product or service is appreciated.

Business owners and managers are under constant scrutiny by the people they hire. Adult workers care beyond the salary - they care to know to whom they entrust their fate, reputation, and security. They consider their work as a major factor that shapes their lives and the lives of those dear to them. Hence the scrutiny. Once they feel confident that the employer and their place of work is what they wished for and expected, they are ready to contribute above and beyond "the call of duty".

Most of these needs, expectations and aspirations are unexpressed - it is up to the employer to develop a good system of company communications, employee relations, training and development that will lead to an environment of openness, cooperation, teamwork, and motivation that will benefit all the parties involved.