Elke--I can understand why you're perplexed. Dr. Reiss' approach to motivation is distinct and unique from the at least 20 theories of motivation out there. One of the reasons I started looking harder at the concept of motivation was because it got to a point where I couldn't tell up from down. Another reason was I wanted a scientifically grounded theory that was practical and that worked in the real world. Finally, I wanted a theory that I could teach my people. Reiss' theory was one of those that fit the bill. Best, Joe.