Is it important to incentivise to engage? In Dan Pink’s The Puzzle of Motivation, he asserts that ‘The moral is that often giving people things like cash incentives makes them worse at tasks. Being told about some “carrots and sticks” doesn’t get people to perform at peak efficiency in creative tasks, instead you want to emphasise autonomy, mastery and purpose’.
Autonomy: the urge to direct our own lives.
Mastery: the desire to get better and better at something that matters.
Purpose: the yearning to do what we do in the service of something larger than ourselves.
Many companies began their journey by simply slapping some meaningless badges, points and leaderboards onto their websites. For example, in mid-2011 Google introduced Google News Badges which awarded badges to readers of Google News that showed what type of news they were reading in politics or sports, etc. But Google has now withdrawn Google News Badges as part of its ‘spring cleaning’ efforts.
The target audience must be engaged with meaningful, well thought out incentives that is personal to them and their development journey, with a focus on autonomy, mastery and purpose you can’t go wrong.
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