Mr. Luebke in his article is talking about business, but those of us involved in social change and advocacy could use the informaiton about what motives people to help us bring about positive change for those around us.
Understanding the motivations of people outside of the organization is difficult and complicated. Social psychologists have been intently studying how people function and what motivates us to do the things we do for many years. An excellent book by Professor Robert Cialdini of Arizona State University entitled, Influence: Science and Practice sheds some interesting light on actions people take automatically due to a number of complex social, cultural and emotional drivers. People in the creation business must account for these social drivers to ensure the success of their efforts.