Leading is the process by which a manager directly and personally influences the behavior of subordinates. It is a two-way relationship which could elicit either highly sUbjective, personal responses from subordinates or just dry, raw data. As a manager of an organization, he should see to it that plans are actually executed by people in their job; hence, he should possess leadership qualities. Success requires that individuals in the organization not only do the tasks assigned to them, but that these individuals-to a large degree-internalize these expectations and take them as their own values. This is where motivation comes in. A manager can be a natural leader if he motivates his people to work to achieve the objectives set forth by company officials. However, he should understand that there are neW values that need to be understood before motivation can take place.