Summary

People are responsive to incentives. It is obvious on its face but too often it is forgotten. Having a grasp of the inherent incentives for people who are participating in a group effort are revealing. There are good and bad incentives. Money is one of the most obvious incentives. People in the U.S. have gained an average of 25 pounds over the last few decades. One reason for this increase is that food has gotten progressively cheaper over the years. Healthy food is more expensive so the incentive is for people to use their money to buy fast food and those high in calories.

There are incentives other than money that can be effective. By digging down, getting in another person’s mind, it is possible to find out what they really want – what would incentivize him or...