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Pride: a strategic asset

Jon Katzenbach (After serving as a director at McKinsey and Co., Jon Katzenbach co‐founded Katzenbach Partners LLC, a management consulting firm specializing in leadership, organization, and workplace performance ( He is the co‐author of The Wisdom of Teams and the author of Why Pride Matters More than Money (Crown Business, 2003).)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 October 2003



Every great company is distinguished by special attitudes of its employees. For example, Microsoft, Southwest Airlines, Marriott and other leaders elicit superior commitment from their people, and use it to sustain innovation and overall excellence. Such companies have found that pride is more powerful than money. It is what motivates people to form emotional attachments. Intrinsic pride – the kind that comes from the emotional high of having done a job well – is the most lasting and powerful motivating force, especially at the front‐line of an organization. There are management approaches and disciplines that can create this kind of pride, and can be used to drive organizations to higher levels of performance. This article, by management thought leader Jon Katzenbach, formerly of McKinsey & Co. and now founder and senior partner of Katzenbach Partners LLC, provides a blueprint for how to make pride a strategic asset.



Katzenbach, J. (2003), "Pride: a strategic asset", Strategy & Leadership, Vol. 31 No. 5, pp. 34-38.




Copyright © 2003, MCB UP Limited

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