管理层推动大家勇往直前追求成功，方式上可以更热烈一些，也可以更理智一些，可以用胡萝卜，也可以用大棒。尽管我们每个人为了各自的原因工作，激励整个团队向前还是有一些不同一般的挑战和优势。挑战主要在于需要协调，即在追求目标的理由和最佳方式上应求取共识。例如，你不会希望对某个团队的激励和奖赏与其他团队有显著不同（在同样情况下，一个团队得到高额奖金，而另一个没有得到），从而制造问题。优势主要体现在团队协作上，组建一个具备各种获得成功所需素质的团队要比招聘一个全能素质的人才容易得多。正如五步流程所示，在某个步骤上，一些人可能表现得非常优秀，但另一些人可能表现很糟糕。但当每个人都非常清楚彼此的强项和弱项时，这就不再成为问题，组建团队就是为了应对这样的现实情况。
Managing groups to push through to results can be done emotionally or intellectually, and by carrots or by sticks. While we each have our own reasons for working, there are unique challenges and advantages to motivating a community. The main challenge is the need to coordinate, i.e., to get in sync on the reasons for pursuing a goal and the best way to do it. For example, you wouldn't want one group to be motivated and compensated so differently from another (one gets big bonuses for example, and another doesn't under the same set of circumstances) that the differences cause problems. The main advantage of working in groups is that it's easier to design a group to include all the qualities needed to be successful than to find all those qualities in one person. As with the steps in the 5-Step Process, some people are great at one step and some are terrible at that step. But it doesn't matter which is the case when everyone is clear on each other's strengths and weaknesses and the group is designed to deal with those realities.

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