In F4S a motivation is an intrinsic attitude, thinking style or preference you have for work or business related activities.  Motivations determine what you pay attention to and focus on and what you have less interest or attention for.  Depending on the level of each motivation, they either give you energy or drain you of energy. Motivations are context dependent; you will have higher and lower level motivations in different areas of your life. F4S measures your motivations in the specific context of work and business.