Today, I discovered this fascinating video about the reality of motivation and the role rewards and incentives play.

It is based on research by MIT, which looked to prove the hypothesis 'If you reward something do you get more of the behaviour you want and if you punish do you get less of the behaviour you want?'. Without giving away the spoilers, the surprising fact is that the higher the incentives, the worse the performance.

Enjoy!

So, the next time we engage with our change audience, do we really know what motivates them? If we don't, ask.