[The Why of Work]


In this powerful new book, world-acclaimed leadership expert David Ulrich teams up with clinical psychologist Wendy Ulrich to explore the “why” of work—the common driving force behind every successful organization. Once you learn how to harness this force, you can:

*MAKE MEANING in the workplace—to bring out the best in everyone.
*CREATE VALUE for your employees, your customers, your company, and yourself.
*BUILD HOPE for the future by building “the abundant organization.”

The Ulrichs’ unique step-by-step system combines proven professional techniques and sharp psychological insights to bring new meaning to our work and its impact on the world outside the workplace. Filled with revealing questionnaires, checklists, interviews, and case studies, it’s all you need to fully engage your team in the most challenging times—and to create a renewed sense of purpose, a sustainable source of commitment, and an environment that encourages and supports outstanding performance.

Why We Wrote This Book
This morning, people all over the planet got out of bed and got ready for work.  Some headed out before dawn in high-end cars to claim high-rise offices with high-tech computers and high-brow clients.  Some headed out before dawn to walk barefoot, wares on their head, to claim a choice spot in the dirt near the entrance to the village market.  Some people wrestled with the muses to create artistic masterpieces or solve perplexing scientific problems.  Some wrestled with boredom to complete their shifts at cash registers, call centers, or assembly lines.  Some pitched their resumes in business suits, looking for good benefits and a sure path to comfortable retirement.  Some made their pitch in ragged jeans on street corners, looking for someone to rent their muscles for at least the day. 

Some people in every one of these and many other categories by which we could define work found a sense of meaning, purpose, even abundance in their labor today. Other people in every category found world-weary tedium, frustration, and a sense of despair. 

Which were you? Which were the people you lead?

Before you ask, “What do my employees put into their work?”… ask yourself, “What do they get out of it?”
According to studies, we all work for the same thing—and it’s not just money. It’s meaning. Through our work, we seek a sense of purpose, contribution, connection, value, and hope. When we achieve meaning through our work, we succeed beyond our wildest dreams.

That’s the simple but profound premise behind this groundbreaking book by renowned management expert Dave Ulrich and psychologist Wendy Ulrich. They’ve interviewed thousands of people—from rank-and-file workers to day-to-day customers to top-level executives—and synthesized major disciplines to identify the “why” behind our most successful experiences.

Using the model of the “abundant organization,” they provide you with the “how” to create meaning and value in your own workplace. Learn how to:

Ask the seven questions that drive abundance
• Understand the needs of your customers and staff
• Personalize the work to motivate your employees
Build and grow your business in any economy

When you understand why we work, you know how to succeed.