Employees are the backbone of their companies, especially in know-how intensive sectors, such as the tool and die industry. They carry the company’s knowledge in themselves and help to achieve economic success. Particularly in times of shortage of skilled workers, employees are both the rarest “resource” and most important success factor. Hence, it is all the more important to bind them to the company for the long-term and mobilize their full potential. Studies show that employees are more productive and loyal if they exhibit a high degree of satisfaction and motivation. Companies of the “new economy”, such as Google or eBay, have long recognized the potential in employee motivation. However, in the tool and die industry, which is characterized by small and medium-sized enterprises, motivation of employees is often not addressed, even though it plays a vital role for the long-term preservation and development of competitive ability.