ABSTRACT
Observe a business owner’s behavior long enough and you can paint a pretty accurate picture of what’s driving her. Business schools would say that the answer is prot. But prot
is seldom what’s really driving an owner. Sure, it’s what we always talk about. But prot’s a second-level motivator for most of us. It’s a surrogate for something deeper . . . and oen uncomfortable to talk about . . . that actually drives how we think and behave in our businesses. And it’s that deeper motivator that determines our eectiveness as well as our ability to deliver prot.
