Intentions sound noble. They are easy to announce and pleasant to believe. Most people think they are guided by values, purpose and good judgment. Yet behaviour often follows something quieter and stronger. Incentives.
People respond to what is rewarded, tolerated, measured or avoided. A team told to prioritise quality but rewarded only for speed will choose speed. A brand that says it values loyalty but chases only new customers teaches everyone what truly matters.
Intentions describe aspiration. Incentives reveal design.
What are your systems rewarding?
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