This document discusses the science of motivation through incentives and rewards. It argues that incentives work to motivate behavior but are underutilized. There are three main reasons why incentives are not used more: lack of visibility into their impact, misalignment between individual and company goals, and it being viewed as a business problem rather than a motivational problem. The document provides examples of how the right tools like leaderboards and mobile integration can improve sales effectiveness. It concludes with best practices around variable pay plans, quotas, and when managers should release underperforming reps or offer quota relief.