The best business phrase ever – update

Incentives shape behaviour.

It’s true of all people, at all times. It’s deeply coded in our DNA, and unlikely to change anytime’s some thought starters on the depth of the phrase.

Incentives: are not necessarily monetary, rather ideas which will improve the perceived situation of the decision maker.

Shape: for things to be shaped it takes time, they must be moulded, caressed, developed and iterated.

Behaviour: is action related. It is about what people do, not what they think about or like, it’s about motion.

Whenever I make a decision as a marketer and an entrepreneur I think deeply about these 3 words.



  1. Pete · December 9, 2009

    I reckon understanding incentives is the hard bit! What motivates people?

    See Dan Pink’s excellent TED talk for a good discussion on how incentives sometimes work contrary to the way you might think:

  2. Free Internet Business · December 10, 2009

    It’s very true.

    You need to have a behavior that is outstanding in order for you to shape a better business and if you accomplish it, incentives are possible recognize!:)

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