“Toward” people are motivated to achieve and attain goals. They have trouble recognizing problems, and are adept at managing priorities. They frequently use words such as “gain,” “obtain,” and “achieve.” “Away from” people are motivated to solve problems. They focus on what may be going wrong. They frequently use words such as “avoid,” “steer clear of,” or “exclude.” To decode ‘toward’ versus ‘away from’ people, ask the following: ‘Why is that criteria so important?’ Ask it up to three times to get to the heart of whether a person is moving toward that criteria or away from it.