Incentives matter. Rewards motivate people to behave in certain ways. Using incentives, therefore, is one great way to influence the form, direction and intensity of how people act. 

Goals also matter. They help us clarify where we’re headed and how to focus our efforts. Setting difficult, specific goals, therefore, is one of the best ways to motivate yourself and others (see the numerous studies on the topic, particularly those by Gary Latham and Edwin Locke). 

But goals and incentives can—and sometimes do—run amuck. 

And when that happens, it’s often in the form of