Motivation Direction — Toward vs. Away From

Definition

Each person has a dominant intrinsic motivation pattern. Some are motivated primarily by what they might gain—they're goal-driven, pulled toward opportunities and desired outcomes. Others are motivated primarily by what they will avoid if they achieve their goals. Both can be externally driven (money, success, fear of disapproval) or internally driven (honoring values, avoiding compromise, preventing loss of impact).

The distinction matters because the same goal pursued through opposite drivers will feel profoundly different and may succeed or fail for different reasons.

In the Book

Stanier draws on research by organizational psychologists studying intrinsic motivation, including Kegan and Lahey's concept of "immunity to change." The coaching tip section walks through the distinction: Some people get excited thinking about a new experience or goal they want to reach. Others are most motivated by problems they need to avoid or prevent.

The book gives a personal example: Stanier and his wife approach choosing a restaurant differently. He's a "toward" person—pulled by the chance to try something new, a novel experience, new foods. She's "away from"—motivated to avoid a mediocre or bad experience, so she prefers trusted, familiar restaurants. The book emphasizes neither is better; what matters is knowing which you are.

The insight about change: if you're a "toward" type, you can actively define goals that will pull you toward great work. If you're "away from," you can figure out what you need to manage and avoid in your quest for great work.

Why It Matters

Most advice about goal-setting assumes a "toward" motivation style (set a positive vision, move toward it). But this doesn't work for away-from people, who may resist a future-focused vision and instead respond to articulating what they'll prevent or stop tolerating. Understanding your pattern explains why you might sabotage goals that should excite you, why you might feel energized by problems, or why the same opportunity lands differently for you than for your colleague. It's the foundation for designing sustainable motivation.