Behavioral Grooves Podcast

Paul Hebert: 7 Deadly Incentive Sins

Oct. 13, 2019

Paul Hebert knows incentives. He is the Vice President of Individual Performance Strategy at Creative Group, Inc. and a writer, speaker and consultant and is widely considered an expert on motivation and incentives focused on influencing behaviors that drive business results. Paul has been interviewed by the BBC and USA TODAY because of his work applying solid psychological theory to sales motivation.

Paul, Kurt and Tim recently co-authored an eBook called “The 7 Deadly Sins to Avoid in Your Next Sales Incentive.” The purpose was to help sales managers who are struggling to maximize their effort and results when they use sales incentives. In the podcast, we recap the most common sins committed by sales managers and discuss ways of avoiding them.

  1. Spread goals evenly
  2. Give a huge prize to the top performer
  3. Must be above quota to earn
  4. We’ll figure it out behind the scenes
  5. Under-quota performers can’t be winners
  6. It’s all about the Benjamins 

We hope you enjoy the discussion and recommend you download the eBook for reference.


Paul Hebert:

7 Deadly Sins Ebook:

Paul Hebert’s Blog:

Fistful of Talent Blog:


Elliot Aronson, PhD:

Zeno of Citium:

Steenburgh and Ahearne “Motivating Salespeople”:

Ariely and Heyman “A Tale of Two Markets”:

Jeffrey and Shaffer “The Effects of Tangible Rewards”:

The guy who traded a paper clip for a house:

The Price is Right:



Musical Links

“Eve of Destruction” by Barry McGuire:

“Timothy” by The Bouys:

“DOA” by Bloodrock:

First Avenue:

Trip Shakespeare:

Trip Shakespeare “The Slacks”

Dan Wilson:

Tragically Hip:




Trampled by Turtles:

And the Professors:

The Mighty Pines:

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