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Twenge cites evidence that young people today are, on average, more oriented toward extrinsic goals and less oriented toward intrinsic goals than they were in the past. For example, a poll conducted annually of college freshmen shows that most students today list "being well off financially" as more important to them than "developing a meaningful philosophy of life," while the reverse was true in the 1960s and '70s.

Twenge suggests that the shift from intrinsic to extrinsic goals represents a general shift toward a culture of materialism, transmitted through television and other media. Young people are exposed from birth on to advertisements and other messages implying that happiness depends on good looks, popularity, and material goods.

Understanding the role of status as a core concern can help leaders avoid organizational practices that stir counterproductive threat responses among employees. For example, performance reviews often provoke a threat response; people being reviewed feel that the exercise itself encroaches on their status.

Not knowing what will happen next can be profoundly debilitating because it requires extra neural energy.

When perceived uncertainty gets out of hand, people panic and make bad decisions.

Leaders and managers must thus work to create a perception of certainty to build confident and dedicated teams.

Breaking complex projects down into small steps can also help create the feeling of certainty. Although it’s highly unlikely everything will go as planned, people function better because the project now seems less ambiguous. Like the driver on the road who has enough information to calculate his or her response, an employee focused on a single, manageable aspect of a task is unlikely to be overwhelmed by threat responses.

A perception of reduced autonomy — for example, because of being micromanaged — can easily generate a threat response. When an employee experiences a lack of control, or agency, his or her perception of uncertainty is also aroused, further raising stress levels. By contrast, the perception of greater autonomy increases the feeling of certainty and reduces stress.

In 1977, a well-known study of nursing homes by Judith Rodin and Ellen Langer found that residents who were given more control over decision making lived longer and healthier lives than residents in a control group who had everything selected for them. The choices themselves were insignificant; it was the perception of autonomy that mattered.

If you are a leader, every action you take and every decision you make either supports or undermines the perceived levels of status, certainty, autonomy, relatedness, and fairness in your enterprise. In fact, this is why leading is so difficult. Your every word and glance is freighted with social meaning. Your sentences and gestures are noticed and interpreted, magnified and combed for meanings you may never have intended.

Top-down strategic planning is often inimical to SCARF-related reactions. Having a few key leaders come up with a plan and then expecting people to buy into it is a recipe for failure, because it does not take the threat response into account. People rarely support initiatives they had no part in designing; doing so would undermine both autonomy and status. Proactively addressing these concerns by adopting an inclusive planning process can prevent the kind of unconscious sabotage that results when people feel they have played no part in a change that affects them every day.

A self-aware leader modulates his or her behavior to alleviate organizational stress and creates an environment in which motivation and creativity flourish. One great advantage of neuroscience is that it provides hard data to vouch for the efficacy and value of so-called soft skills. It also shows the danger of being a hard-charging leader whose best efforts to move people along also set up a threat response that puts others on guard.