RULE 1 Get them emotionally involved you manage people. People who are paid to do a job. But if it is `just a job' to them, you'll never get their best. if they come to work looking to clock in and clock off and do as little as they can get away with in between, then you're doomed to failure, my friend. On the other hand, if they come to work looking to enjoy themselves, looking to be stretched, challenged, inspired and to get involved, then you are in with a big chance of getting the very best out of them. Trouble is, the jump from drudge to super team is entirely down to you. it is you that has to inspire them, lead them, motivate them, challenge them, get them emotionally involved. That's OK. you like a challenge yourself, don't you? The good news is that getting a team emotionally involved is easy. All you have to do is make them care about what they are doing. And that's easy too. you have to get them to see the relevance of what they are doing, how it makes an impact on people's lives, how they provide for the needs of other human beings, how they can reach out and touch people by what they do at work. Get them convinced ­ because it is true of course ­ that what they do makes a difference, that it contributes to society in some way rather than just lines the owner's or shareholders' pockets, or ensures that the chief executive gets a big fat pay cheque. And yes, i know it's easier to show how they contribute if you manage nurses rather than an advertising sales team, but if you think about it, then you can find value in any role and instil pride in those who do whatever job it is. Prove it? OK. Well, those who sell advertising space are helping other companies, some of which may be very small, reach their markets. They are alerting potential customers to things they may have wanted for a long time and 4 T H E R UL ES OF MANAGEMENT