Chapter . Tip #15: Put Motivation in Your Criticisms

One of criticism's primary functions is ''to motivate to do better,'' so it is safe to assume that for your criticisms to have positive power, they better be motivational to your recipients.

Motivation is an age-old psychology concept, and there are numerous ways to define it. For our purposes, motivation refers to ''anything that arouses one to pursue a particular course of action,'' ranging from being thirsty (which will make you seek water) to the possibility of a raise (which may incite you to make more sales calls). Motivation comes in all shapes and forms: thoughts, feelings, a particular word or two, a tangible object, a nontangible need.

Whatever shape it takes, though, the goal of motivation ...

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