I’ve spent my life working with incentives. Knowing how they work and using them effectively has proven to be one of the most powerful forces in history. Ignoring them is catastrophic. For me, it started early. My parents explained that if I was good, Santa would bring me presents. Unwilling to test the limits of Santa’s forgiveness, I was a pretty good kid. In school, the teachers said if I earned good grades, I would be more successful. If I didn’t study, I would pay the pr