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The impact of Herzberg’s theory on the leader intent on creat- ing and sustaining a motivational organization environment is clear. Southwest Airlines, one of the most successful U.S. airlines of the past fifteen years, appears to put life in Herzberg’s theory. Joan Magretta, in her book, What Management Is: How It Works and Why It’s Everyone’s Business, comments that under the leader- ship of President Herb Kelleher, Southwest’s culture has been re- sponsible for keeping employees happy, satisfied, dedicated, and energetic. The idea that work should be fun is one of Southwest’s core values. The company also adheres to the notion that every FIGURE 1-2. The Herzberg theory. PERFORMANCE Motivated Motivation Factors Achievernent oe tequired for spirited Recognition your team. effort, and Responsibility on the extraordinary Growth “Leader performance. Challenging Work Board,” Not Motivated Not Dissatisfied Hygiene/ Maintenance Policy Administration Factors may Supervision Fail to Produce only minimal Peer Relations “make effort and mediocre Working Conditions the cut” results. They are Salary necessary but Job Security insufficient for high performance. Dissatisfied person makes a difference and everyone should be treated with dignity and respect.