Levitt and Dubner, in their book freakonomics, define incentive as a bullet, a lever, a key: an often tiny object with astonishing power to change a situation. An incentive is simply a means of urging people to do more of a good thing and less of a bad thing.
The authors also identify three basic flavors of incentive: economic, social and moral.
What incentives are you utilizing to engage our customers? What story are you telling that serves an incentive enough to move them in a your direction. In All Marketers are Liars, Seth Godin outlines the importance of the stories we tell and allowing consumers to deduce the incentive themselves.
It's critical for marketers to identify the incentive as the put together their plan of execution. Whether it's an economic incentive, by one get one free, a moral incentive, this is the right thing to do or a social incentive, everybody else is doing it, the incentive needs to be considered.
What's your incentive