A leader's conception of human beings has implications for his or her leadership style (Maslow, 1954; McGregor, 1960; Schein, 1969). There are two images or theories of how to lead. In the first (Theory X according to McGregor; rational-economic man according to Schein), people are seen as having little ambition, a reluctance to work, and a desire to avoid responsibility. People are motivated by economic competition, and conflict is inevitable. Without managerial effort, men and women do virtually nothing. The leader operating under these assumptions must motivate, organize, control, and coerce. He or she directs; people under him or her accept and even prefer it, because they have little ambition or desire for responsibility. The leader bears the responsibility and burden of his or her subordinates' or followers' performance. This represents the traditional theory of management, especially business management. Another theory (Theory Y for McGregor, self-actualizing man for Schein) holds that people are motivated by a hierarchy of needs. The assumption in this theory is that as basic needs are met, new emergent needs become motivating forces. Each of us has a desire to use our potential, to have responsibility, to actualize ourselves. The theory assumes that men and women enjoy work as well as play or rest. Thus individuals will exercise self-direction and self control toward the accomplishment of objective they value. Furthermore, they can be creative and innovative. They will not only accept responsibility but also seek it. That potential for imagination, ingenuity, and resourcefulness is widely distributed within the population but poorly utilized in modern society. In this theory, the leader creates challenge and an opportunity for subordinates to use their abilities to a greater extent. There is no need to control or motivate; the motivation is waiting to be unleashed. A leader's conception of men and women greatly affects his or her style of supervision and the bases of power he or she will implement. The first theory is more likely to use money as a motivating reward and coercion to compel compliance. The second theory is likely to promote intrinsic rewards of self-satisfaction and pride in achievement; coercion is used infrequently