As humans, our brain has 25 different cognitive biases, which are our brain’s tendencies to think in certain ways that may not be logical.
One of these biases is called the Reward/Punishment bias, which says the power that incentives and disincentives have on our actions can be extremely powerful.
In the book “Social: Why Our Brains Are Wired To Connect,” Matthew Lieberman, a social cognitive neuroscience professor at UCLA, says the same thing,
“Pain and pleasure are the driving forces of our motivational lives.”
This should be obvious, but so many people don’t understand how important incentives are for shaping people’s motivation to do something.
If you want to persuade someone to do something, whether it’s buy your book, subscribe to your blog, or work well on your team, then you need to get the incentives right.
This is the most important rule when it comes to influencing other people to take action.
As Benjamin Franklin once said,
“If you would persuade, you must appeal to interest and not to reason.”