What a silly headline.
Of course we all already know how to motivate an agency. Carrots and sticks, right? Reward good behavior and punish bad. Give a 20% bonus for hitting performance targets. Get a “make good” whenever the agency makes a mistake.
These are the incentives that have served business for hundreds of years.
It’s a no-brainer to set up incentive plans to provide bonuses and financial rewards based on performance. This will certainly boost creativity and help align goals, right?
Not so fast….
It turns out that the conventional tools of motivation may actually do serious harm, reducing performance, diminishing creativity, encouraging shortcuts and unethical behavior and promoting short-term thinking. Is this the kind of structure you’ve inadvertently fostered with your agency?
Is there a better approach?