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Good news: human beings are better than we think. Finding ways to motivate people has bewildered leaders for centuries. Long gone are the days of motivating people by the ‘stick’, with the psychological findings surrounding the effects of punishment expelling it from the dominant paradigm. Leaders for the last few decades have relied heavily on the dangled ‘carrot’ as a motivator, or in other words, rewards and incentives offered to people who perform in the desired way. However, research increasingly suggests that the psychology of the incentive is more counterproductive than we think.