We could debate the merits of paying anyone a salary of $201 million over five years, but that is what Steph Curry will earn from the Golden State Warriors. Steph is in a golden state of wealth as rare as Astatine.
In today’s world, many salaries are disproportionate to the contributions an individual makes to a business. CEO salaries have long been the target of Warren Buffett and others who seek to get more responsibility and accountability in payrolls.
Not many promotional product distributors will happen upon a sales opportunity within the top one thousandth of a percent of wage earns like Curry. Happening upon wage earners in the top 1 to 5 percent is more realistic. Most will be found in the financial community, but there are others to be found in markets from Silicon Valley to heavy industry.
There is simply nothing you can give to people in this “bracket” that their money can’t buy better; there is nothing in the dollar store, nothing in the car dealer, nothing in the aircraft hangar or at the yacht dock. There is no catalog of merchandise they would select from and no destination to send them to. They either already have it, have done it, can do it better or buy it better. This amounts to a tough motivational job, but not impossible. The need is “it (your product, program or idea) must be earned, and something that none of their money can buy.” Within that sentence is the key to motivation of every individual regardless of earning. To Steph, there is no higher motivation than earning a championship ring. It is an award that must be earned and no money can buy. It is the supreme accomplishment and the height of self-actualization. It is THE carrot. It is one “item” you can’t get enough of. It is a consumable… once you have it you want another and another.
Recognition of accomplishment is a primary and critical element in any motivational program. Again, we must reference Maslow’s hierarchy of needs. While some will publicly shun recognition, nobody can deny its role and the human psyche. It does not have to have the glitz of a championship ring, it does not have to be huge or expensive, it simply must be recognition that no money can buy.
Our industry is the source for recognition expressions to excite and motivate at every level – the salesperson in the store as salesperson of the month, in the car dealer and up the earnings ladder to Wall Street and Santa Clara. We bring the engraved certificate, the picture frame, the plaque, the trophy, the pin, the watch, the silver cup and the unique expressions emanating from our creativity. My friend, the late Janelle Nevins, taught me a lot about what it takes to win an award program when her idea for a unique, limited edition painting/litho sealed the deal for her over many competitors. It was unique, “priceless”, and a public expression of appreciation that no money could buy. It did not exist, it came from her creative mind, to do a commissioned work of art. Even Saturday Night Live ascribes to recognition with their farcical “5 Timer Club” where a 5-time host is awarded a jacket and club membership. He won “The Green Jacket.” How can a sport coat mean so much? Because even the $2 million prize the winner gets can’t buy that jacket. Sitting in the clubhouse with it on, means the world to the golfer’s self-esteem and self-actualization.
In all humility, I was elected into the PPAI Hall of Fame this past year. It is recognition of many years of service to our industry. I, along with my fellow inductee, Margie Price, was showered with recognition. The plaque, jacket, dinner, press, etc. all were great, but a simple, elegant watch, embossed with the HOF logo is treasured by me. It is on my wrist every day. I didn’t have a Rolex before it but, if I did, I know it would have been replaced by this watch. I didn’t expect my barber to see it, but he did and congratulated me on my accomplishment (see Maslow on self esteem).
So the take away here is the fact that a recognition and motivation consultant (you) has the knowledge of human behavior to understand how to motivate a man who makes $400,000 for one night’s work. That understanding and expertise is not available on line. You, in partnership with your client, can create a program to motivate and reward/recognize. But, there’s more.
Curry is on a team. Teams and teammates are great motivators. No matter what your skill level and ultimate contributions, peer pressure and the team’s goal of winning are powerful motivators. Curry can’t do it alone. He can win individual accomplishments in offense and defensive play, but winning the championship is a team effort. Player motivates player, the needs of the community compliment the needs of the individuals. Peer acceptance and peer recognition are vital to the social wellbeing of every person. Adding teams and team play into a motivational program is an accelerant. Teams fuel performance. It takes a team for corporate safety, it takes a team to launch a product, go to market, become a division, chapter, store or shift of the week, month or year. Teamwork accelerates productivity and generally builds healthier workplace environments in virtually every department.
Are we not skeptical that signing a contract for $201 million will somehow make him relax and underperform? Curry’s team and his need for recognition combine to be prime motivators for his continued performance. To sum it all up… teams and recognition are not available for purchase – build it and they will perform.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds "I was a distributor." He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.