In The Normal Personality, first published in 2008, Steven Reiss argues that human beings are naturally intolerant of people who express values significantly different from their own. Reiss shows how normal motives underlie many personality and relationship problems. Reiss applies his theory of motivation to leadership, human development, relationships, and counselling.

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Professor Steven Reiss is the executive director of the World Society of Motivation Scientists and Professionals. He produced an influential scientific model of anxiety, called anxiety sensitivity (AS), that facilitated early identification of people at risk for various anxiety- and stress-related disorders. AS created new opportunities for ongoing large-scale NIH-funded research projects on prevention, military research on possible inoculation methods for post-traumatic stress disorder, and new psychological research on chronic pain and substance abuse. He constructed the Reiss Profile, an assessment instrument for determining what motivates someone, and published the first ever scientifically validated taxonomy of life motives (psychological needs). His motivation methods have been successfully used by major league professional teams, an Olympic gold medalist, a world champion team, and a growing clientele of human resource managers and executive job coaches.

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