Robert K. Greenleaf, director of management research for AT&T in the first half of the 20th century, was the first to write about servant-leadership in the workplace. He said: "It begins with the natural feeling that one wants to serve, to serve first. Then conscious choice brings one to aspire to lead. This is sharply different from the person who is leader first, perhaps because of the need to assuage an unusual power drive or acquire material possessions."