WHY MCGREGOR MATTERS. Why McGregor Matters. Rethinking Your Thinking. Becoming McGregorian. Thinking Systematically. Performance Appraisal or Performance Development. Winning with Teams. Build Cooperation Instead of Internal Competition. Building the Intrinsically Motivating, Actualizing Organization. Creating a Cause Worthy of Commitment. Leaders, Test Your Assumptions. SELECTED ESSAYS OF DOUGLAS MCGREGOR. The Human Side of Enterprise. New Concepts of Management. A Philosophy of Management. Chairman Mac. An Uneasy Look at Performance Appraisal. Index.

BUILDING LOYAL RELATIONSHIPS ONE CUSTOMER AT A TIME. What Customers Want: Ten Rules for Building Loyal Relationships. Take Us Personally, Make It Personal. The Average Customer Does Not Exist-Get to Know Us. The Details Are Important to Us...They Should Be to You. Make Everyone a Relationship Builder. Make Our Experience Special: Give Us Something to Talk About. Our Time Is as Important as Your Time. If Something Goes Wrong, Fix It Quickly. Guarantee Our Satisfaction. Don't Take Us for Granted. We Care Whether You're a Responsible Corporate Citizen. BUILDING RELATIONSHIPS ONE EMPLOYEE AT A TIME. Getting on with the Job. Ten Rules for Building an Intrinsically Motivating Environment. Reshape the System to Encourage Everyone's Best Efforts. Create a Cause Worthy of Commitment. Build Core Values That Guide Performance. Commit to the Truth and the Sharing of a Sense of Reality. Ensure That Every Person Has a Meaningful Role. Increase Accountability, but Not More of the Same. Build Cooperation Instead of Internal Competition. Abolish the Corporate Caste System. Developing an Optimistic, Caring, and Supportive Environment. Build Trust One Employee at a Time. Epilogue. Index. The Center for Innovative Leadership.