Belief systems articulate the mission, purpose, and core values of a company. They describe the accepted norms and patterns of behavior expected of all managers and other employees when interacting with one another, shareholders, customers, and communities. For example, Johnson & Johnson describes its values and norms in a credo statement that is intended to inspire all managers and other employees to do their best. Belief systems play to employees’ intrinsic motivation, the desire to achieve self-satisfaction for performance well regardless of external rewards such as bonuses or promotion. Intrinsic motivation comes from being given greater responsibility, doing interesting and creative work, having pride in doing that work, making a commitment to the organization, and developing personal bonds with one’s coworkers. High intrinsic motivation enhances a firm’s performance because managers and workers feel a sense of achievement in doing something important, feel satisfied with their jobs, and see opportunities for personal growth.