In concert with social needs is the desire to be recognized for personal accomplishments. Maslow divides this portion of his theory into external and internal motivators. External motivators are prizes and awards bestowed for outstanding performance, elevation in status such as a coveted promotion and newfound attention and admiration from others. Internal motivators are the private goals that workers set for themselves -- such as beating a prior month's sales figures -- and the satisfaction of experiencing self-respect for having done the right thing. Barry Silverstein, author of "Best Practices: Motivating Employees: Bringing Out the Best in Your People," notes that fairness and consistency in the recognition process are critical. When employees know that their efforts aren't going unnoticed by management, they take more pride in their work product. In addition, their coworkers see the correlation between responsibility and reward and may endeavor to set the performance bar higher for themselves.