Who’s NOT a Creative?


Compensting sales
Close-up Of A Business Woman Giving Cheque To Her Colleague At Workplace In Office. Andrey Popov/Shutterstock

25 July 2018 – Last week I made a big deal about the things that motivate creative people, such as magazine editors, and how the most effective rewards were non-monetary. I also said that monetary rewards, such as commissions based on sales results, were exactly the right rewards to use for salespeople. That would imply that salespeople were somehow different from others, and maybe even not creative.

That is not the impression I want to leave you with. I’m devoting this blog posting to setting that record straight.

My remarks last week were based on Maslow‘s and Herzberg‘s work on motivation of employees. I suggested that these theories were valid in other spheres of human endeavor. Let’s be clear about this: yes, Maslow’s and Herzberg’s theories are valid and useful in general, whenever you want to think about motivating normal, healthy human beings. It’s incidental that those researchers were focused on employer/employee relations as an impetus to their work. If they’d been focused on anything else, their conclusions would probably have been pretty much the same.

That said, there are a whole class of people for whom monetary compensation is the holy grail of motivators. They are generally very high functioning individuals who are in no way pathological. On the surface, however, their preferred rewards appear to be monetary.

Traditionally, observers who don’t share this reward system have indicted these individuals as “greedy.”

I, however, dispute that conclusion. Let me explain why.

When pointing out the rewards that can be called “motivators for editors,” I wrote:

“We did that by pointing out that they belonged to the staff of a highly esteemed publication. We talked about how their writings helped their readers excel at their jobs. We entered their articles in professional competitions with awards for things like ‘Best Technical Article.’ Above all, we talked up the fact that ours was ‘the premier publication in the market.'”

Notice that these rewards, though non-monetary. were more or less measurable. They could be (and indeed for the individuals they motivated) seen as scorecards. The individuals involved had a very clear idea of value attached to such rewards. A Nobel Prize in Physics is of greater value than, say, a similar award given by, say, Harvard University.

For example, in 1987 I was awarded the “Cahners Editorial Medal of Excellence, Best How-To Article.” That wasn’t half bad. The competition was articles written for a few dozen magazines that were part of the Cahners Publishing Company, which at the time was a big deal in the business-to-business magazine field.

What I considered to be of higher value, however, was the “First Place Award For Editorial Excellence for a Technical Article in a Magazine with Over 80,000 Circulation” I got in 1997 from the American Society of Business Press Editors, where I was competing with a much wider pool of journalists.

Economists have a way of attempting to quantify such non-monetary awards called utility. They arrive at values by presenting various options and asking the question: “Which would you rather have?”

Of course, measures of utility generally vary widely depending on who’s doing the choosing.

For example, an article in the 19 July The Wall Street Journal described a phenomenon the author seemed to think was surprising: Saudi-Arabian women drivers (new drivers all) showed a preference for muscle cars over more pedestrian models. The author, Margherita Stancati, related an incident where a Porche salesperson in Riyadh offered a recently minted woman driver an “easy to drive crossover designed to primarily attract women.” The customer demurred. She wanted something “with an engine that roars.”

So, the utility of anything is not an absolute in any sense. It all depends on answering the question: “Utility to whom?”

Everyone is motivated by rewards in the upper half of the Needs Pyramid. If you’re a salesperson, growth in your annual (or other period) sales revenue is in the green Self Esteem block. It’s well and truly in the “motivator” category, and has nothing to do with the Safety and Security “hygiene factor” where others might put it. Successful salespeople have those hygiene factors well-and-truly covered. They’re looking for a reward that tells them they’ve hit a home run. That is likely having a bigger annual bonus than the next guy.

The most obvious money-driven motivators accrue to the folks in the CEO ranks. Jeff Bezos, Elon Musk, and Warren Buffett would have a hard time measuring their success (i.e., hitting the Pavlovian lever to get Self Actualization rewards) without looking at their monetary compensation!

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