Five Great Business Motivators

It's not easy to build a profitable business or a successful career. When the going gets tough, here's who can get you going?

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A former instructor at Federal City College in Washington, D.C., Russell-McCloud describes her message as one of personal and professional accountability. “Many people want to play the blame game rather than take responsibility for their actions,” she says. “They lose their dreams to fear, and later regret their behavior by saying `I wish had done….'”

Russell-McCloud, who earns $5,000-$10,000 per operation, believes an effective motivator must talk with the audience–not at them. “Know what you want to accomplish with your audience and use your words to convey a sense of care and purpose,” she says. “they need practical information they can user right now, not just cold data.” She avoids recycling speeches and tailors her messages specifically to every group she addresses.

The future looks full and promising for Russell-McCloud, who is married to E. Earl McCloud Jr., senior minister of the First African Methodist Episcopal Church in Atlanta. She serves as national president of The Links Inc., an international volunteer service organization that is recognized as one of the older, most prestigious associations of black women.

She is planning a writing career, and the currently tours the HBCU circuit performing her one-woman show Keep Rising, a documentary of a fictional black woman’s journey from childhood to adulthood. “There’s no magical formula for success. Life is short, so get out there and achieve now.”

David Crocker
If you’ve ever worked for or bought products from the most powerful companies in the country, you’ve indirectly been touched by David Crocker’s 25 years of organizational change expertise.

“I help organizations work within the changing world we live in,” says Crocker, a graduate of Norfolk State University with a degree in industrial education. “I understand what businesses need to function efficiently because I have been where they are,” says the former IBM executive, who now heads Crocker Associates in Yorktown, Virginia.

He rode the corporate success wave at IBM from an electronic engineer in 1968 to consultant and instructor for the IBM International Learning Center in the mid-80s, where he conducted weeklong programs for Fortune 500 executives from Europe and the States.

Crocker’s firsthand knowledge of the inner workings of corporate American has helped make him one of the leading consultants for companies such as DuPont, Blue Cross and Blue Shield, Shell and Gillette. He has also served as an executive coach to heads of the departments of Defense, Health and Human Services, Agriculture and Transportation.

Crocker’s approach to motivation in the workplace is a unique one. “There’s a difference between movement and motivation,” he says. “You can make someone move–get them to do what you want them to–but motivation is a self-imposed mechanism.” He believes that organizations can implement necessary changes in their management structure without succumbing to lags in productivity.

He works closely with Fortune 500 company management teams to help them deal with performance problems and progression from an adult-child management style to an adult-adult one. “The old, World War II `Do-it-because-I’m-the-boss’ chain of command management doesn’t work anymore,” says Crocker, 55. “Today, companies need people with interpersonal

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