This document discusses the fundamentals of gamification and motivation. It outlines several dimensions of motivation, including relatedness, mastery, competence, and self-expression. It provides examples of how Strava, a social network for cyclists, and open source software communities effectively leverage different motivational dimensions through their design. The document argues that for gamification to be successful, one must understand the core components of motivation and how they vary for different user profiles to achieve business objectives. A simplistic focus only on points and badges often leads to failed gamification efforts.