Incentive methodology 3. Driving force 3.0


By learning and understanding people’s demand levels and incentive theories and methods, we can help us better understand ourselves and people’s external and internal driving modes. For our personal growth, team management, family education, product design And so on, have important reference and guiding significance.

1. Driving force 3.0

Daniel Pinker said in his book driving force 3.0: “obedience makes us survive the day, while devotion makes us survive the night.” This tells us a very simple fact:External drive enables us to do our job well, while internal drive enables us to achieve excellence。 Daniel pink, a well-known business thinker who wrote the super bestseller new thinking, is known as one of the 50 most influential business thinkers in the world.


The book “driving force” mainly discusses the motivation of human behavior and how to mobilize people’s enthusiasm? For example:

  • How managers can mobilize the enthusiasm of employees and work better;
  • How parents mobilize their children’s enthusiasm and learn independently;
  • How can we mobilize our enthusiasm, marry Bai Fumei and move towards the peak of life.

Daniel spent a lot of time studying this problem, studied all the social science research results on enthusiasm / engagement in the past 50 years, put forward the concept of “driving force 3.0” and formed the content of this book. Its core idea is not carrot and stick, but autonomy, specialization and purpose driven motivation.


Driving force 1Basic physiological needs without motivation。 The desire for survival and safety is the basic requirement of work and is not used as an incentive element.

Driving force 2Salary adjustment, promotion, bonus, praise, honor, fine, criticism, external reward, punishment and incentive。 Human instinct is to seek advantages and avoid disadvantages,Seek rewards and avoid punishment。 Therefore, the basic incentive strategy is“Reward good behavior and punish bad behavior”, which is commonly known asstick and carrot

  • This driving force belongs to external stimulation, which should be used well and carefully.
  • Incentives or punishments should be timely, open, and specific targeted behaviors.

Driving force 3Autonomy, expertise, goals and missions, sense of achievement, value and mission, growth and development, internal drive and incentive. The core value of driving force 2.0 is “obedience”; The core value of driving force 3.0 is “autonomy”,Its core lies in self driving force, including three core elements: autonomy, specialization and goal.


  • ❶ autonomyI decide what I do to improve employees’ work autonomy。 Human nature is autonomy, freedom and self-management, giving a certain degree of independent control, such as working time, working place, working mode, etc., and a certain range of work rhythm control. For companies that rely on creative mental labor, strict attendance system is meaningless. It is fundamental to produce valuable results and create profits.
  • ❷ masterDo what you want to do better and better, improve the professional accuracy of employees and make employees grow continuously. The “expertise” here emphasizes not setting goals to become an “expert”, but the process of “independent investment” to create conditions for employees to be willing to invest independently, because only independent investment can bring expertise. Clarify the work objectives. The objectives should be slightly challenging and give full play to their own advantages or personal interests. Make people willing to devote themselves to this work, combine with self-worth and achieve success.
  • ❸ purposeGive work meaning and mission and make work more valuable。 Now more and more people begin to pay attention to the meaning and value behind the work. If the core of driving force 2.0 is to maximize “interests”, driving force 3.0 not only does not reject interests, but also emphasizes the maximization of work value, hoping that the work they do is meaningful and valuable.

2. Careful use of external drive: carrot + Stick

The traditional incentive measures are relatively simple and emphasize a clear distinction between reward and punishment, which is commonly known as carrot + stick. We should be very familiar with these scenes:

  • If you complete the KPI on time, you can get a bonus;
  • If you are late, you will be fined;
  • If you can get the first place in the exam, you will be rewarded with a computer
  • If you don’t eat well, you will be beaten;
  • If you don’t eat well, tell your father that he will clean you up;
“Carrot and stick” comes from a story. To make the donkey move forward, put a carrot in front of it and drive it with a stick behind it. In fact, this model has an implicit premise: human nature is lazy and human is lack of autonomy.


This management method is relatively simple and crude, and of course it is effective, but its limitations and negative effects must be recognized. In the traditional labor-intensive industry, the work content is relatively simple and boring, which really plays a certain role. However, in the modern information society, capital technology intensive industries are mostly knowledge creative work, and the disadvantages of this management model are particularly obvious.

The biggest problem isUnsustainable, we need to rely on external incentives to motivate, and someone must supervise and assess. If the assessment is not in place or self-defense, it will have no effect and may have a negative impact.

  • For example, some people may experience that after going to college, they play games every day, skip classes and surf the Internet all night, because there is no external supervision from teachers and families, and their self drive is insufficient.
  • When the teacher says today’s homework is not checked, almost no students will do their homework.
  • Once the reward changes out of proportion to your pay, your behavior will be very negative.

There is an interesting story about the side effects of the reward and punishment system:

An old man was resting in the countryside. Several naughty children threw stones at his house every day. Repeated persuasion failed to work. One day, the old man called the children and said, “I like you throwing stones at my house now. For this reason, I am willing to pay each of you a dollar in return.” Although the children felt very strange, they were very happy to accept the agreement.
Therefore, the children came to throw stones at the agreed time every day, and the old man paid each person a dollar as agreed. A few days later, the old man called the children again and said to them, “I’m sorry, I’ve had some economic difficulties recently. I can only pay you 50 cents a day. How about it?” Of course the children didn’t like it, but they accepted the old man’s conditions.
A few days later, the old man said to the children again, “my economic situation is terrible recently. I can only pay you a dime in the future.” The children exchanged their eyes, and one of them broke the silence: “you think so beautifully. Who would be willing to do such a hard job just for a dime!”

3. Stimulate internal drive


It is well understood that we should be able to make our own decisions. We will actively invest in completing the things we decide. Within a certain range, we can independently decide the work content and working time, and choose our own working methods and working team. For example, when you find that there is a lot of garbage in the kitchen, you decide to clean it, think of a good way to deal with it, and are ready to try it. When you were ready to get the tools, your mother called you, “* * *, what’s the mess in the kitchen? Clean it up and don’t do anything every day”. Did you lose interest all at once.

In the state of autonomy, it can stimulate people’s creativity and sense of responsibility. Human nature is autonomy, freedom, self-management, resistance to constraints and orders. In fact, modern management has various systems, constraints and rules, which is against human nature. Except for the boss, I think most people hate rules because they restrict our freedom, so it’s difficult to manage.

Google and 3M companies give employees a certain degree of autonomy. They can freely decide to do anything during 20% of their working hours. According to statistics, most of the company’s new inventions, new projects and new ideas are created in these “spare time”.



The so-called specialization means that we have the desire to do things better and better. Specialization emphasizes not the result, but the process of “investment”. Create an external environment and conditions for employees who are willing to invest independently, clarify the work objectives. The objectives should be slightly challenging, give full play to their own advantages and interests, and make people happy to invest in this work.

For example, for mountaineers, mountaineering itself is painful and dangerous, but the gains and feelings in this process can not be replaced. Focus on a certain direction, stick to the investment and do better and better. The best thing in itself is the biggest reward. For example, in the field of technology, there are many Daniel experts. They have a very strong internal driving force, have enough enthusiasm for their technical specialty, invest a lot of time and resources to specialize in it, and finally open source the results. What they enjoy is this process. And those who work step by step, just care about the snow in front of their own door, for fear of “losing” are difficult to understand.


In fact, only internal goals can lead our hearts and mobilize enthusiasm for a longer time. Fame and money belong to external goals. They will feel empty and not long after they are achieved. To find the internal goal, we can adhere to it for a long time and form a positive virtuous circle. Many excellent companies have great ideals. Although many people may go because of welfare benefits, the people who stand out among them deeply agree with the company’s vision and values and strive for them spontaneously.

In order to win in the future competitive environment, what enterprises need is to create a more flexible and independent space, let employees with real self-management ability stand out, and let the spontaneous force become the source power of innovation.

3. Practical application

In Education
Children’s self-control is relatively poor, and they really need some external constraints. But more importantly, we should cultivate the internal driving force, supplemented by external reward and punishment measures, give priority to internal incentives, and consciously cultivate and train. At the same time, parents should set an example and abide by their commitments. The process of children’s growth is the process of personality shaping, and the guidance of parents is the main influence to determine the direction of personality.

Most of us like to use reward and punishment measures to educate children at ordinary times. In fact, this is a lazy way of education. This way generally works quickly, but there will be endless trouble in the future. This “if…” We should be very cautious in children’s education. Minor children lack self-control, so it is easy to form dependence, which will have a great negative impact. Once they get rid of dependence, they don’t know what to do. The biggest problem is that there is no internal drive. He will pay more attention to the content of reward and punishment, and ignore the significance and fun of learning itself.

External rewards and punishments + internal incentives sometimes need a combination of the two. For example“If you don't eat well, tell your father he'll clean you up”, children only remember “don’t eat well” and “Dad beat me”, and ignore the meaning of eating well. Once the “Dad” is not there, there will be no law. What should be emphasized here is that the meaning and value of things themselves should not be seen from the perspective of parents, but from the perspective of children.

It is said that children’s education is to encourage and praise more, but remember that it is to encourage efforts, persistence and challenges. Don’t be too casual and make your encouragement cheap, which is meaningless.


Team management

  • The team should have mission and goal, and continue to preach and instill in the team. For individuals, we should understand and agree with the vision of the enterprise and find a balance between personal development and team goals.
  • When assigning tasks daily, don’t just say what functions to develop and what tasks to complete, but emphasize the background, value, goal and extension behind the task. Don’t treat people as tools, and don’t treat yourself as tools.
  • The reward and punishment system must be open, fair and fair, and the formulation of the system must be cautious and cautious. We must fully recognize the double-sided and negative impact of the restrictive system. In addition to restraining the non-standard behavior of some unconscious people, it will also affect the internal drive and creativity of excellent personnel. Moreover, the restriction on non-standard behavior is not necessarily useful. For example, if a person pays a fine for being late, he will think that it doesn’t matter if he has paid the money, but feel at ease, which erodes his enthusiasm.
  • Although self drive is difficult and fragile, it is worth doing. Whether it is an individual or an organization, being able to create a spontaneous, specialized and goal filled working environment will become the key to the future success of an individual or organization.
  • In the future, people’s competitiveness is the competition of driving force. Skills can be trained and experience can be accumulated, but the driving force is difficult to cultivate.


reference material

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