Become an Incentives Architect.
Every company is about to need someone who designs what people do — not what they're told, but what the incentives actually make happen. That person is an Incentives Architect. This is the certification that makes you one.
An Incentives Architect is a certified practitioner who designs the choice architecture, behavioral economics, and incentive systems inside products, teams, and customer journeys. The Incentives Lab certification teaches each incentive model hands-on — $2,500 per model — with weekly live calls and annual membership included, so graduates can attach the Incentives LLM to any application and measurably improve its outcomes.
The role for the future
Products are built by engineers. Messages are written by marketers. But the incentive layer — the defaults, rewards, frictions, and frames that decide whether any of it works — has been nobody's job. Until now.
Incentives Architects sit between product, marketing, and leadership. They read the hidden reward structure of a system, redesign it, and attach the Incentives LLM so the improvement compounds. It's a title you'll grow into for decades.
- ✓ One full model certification — $2,500 per model
- ✓ Weekly live calls with practicing architects
- ✓ Annual Incentives Lab membership, included
- ✓ Hands-on work on your own product or client
- ✓ A graded case study as your certification proof
- ✓ The title: Incentives Architect
Six certifications. One title.
Each model is a complete track at $2,500. Take one and you're a certified Incentives Architect. Take more and you become the person companies build teams around.
Choice Architecture
Design the decision, not just the option.
- · Defaults & framing
- · Decision trees
- · Friction placement
- · Menu design
Behavioral Economics of Incentives
Why people really move — and why they don't.
- · Loss aversion
- · Anchoring & reference points
- · Hyperbolic discounting
- · Incentive salience
Neuroscience of Motivation
The brain chemistry behind every yes.
- · Dopamine & reward prediction
- · Intrinsic vs extrinsic drivers
- · Habit loops
- · Cognitive load
Incentive Copywriting
Words that move behavior, not just attention.
- · Calls to action that convert
- · Scarcity & urgency done ethically
- · Social proof
- · Commitment devices
Organizational Incentives
Comp, culture, and the games teams actually play.
- · Compensation design
- · OKRs & perverse incentives
- · Team scorecards
- · Culture as incentive system
Applied LLM Integration
Attach the Incentives LLM to any application.
- · MCP connection patterns
- · Scan → design → deploy
- · Outcome measurement
- · Client delivery
Eight weeks per model
Foundations
The incentive lens: how to see the hidden reward structure in any system. Read a business the way an architect reads a building.
The Model, Deep
Your chosen model, element by element — theory, classic experiments, and where it breaks in the real world.
Live Application
Apply the model to your own product, team, or client. Weekly calls review your designs line by line.
Deploy & Measure
Ship the redesign with the Incentives LLM, instrument the outcomes, and present your case study for certification.
$2,500 per model
Weekly calls, annual membership, and a case study that proves you can do the work. One model makes you certified. The free course is where everyone starts.
Your intro call
Thirty minutes with the Lab. We'll map which model fits your career, answer every question, and — if it's right — hold your seat in the next cohort.
Questions, answered
What is an Incentives Architect?
A practitioner certified to design incentive systems — the choice architecture, behavioral economics, and motivation structures that determine what people actually do inside a product, team, or customer journey. It is the role every AI-era company is about to hire for.
How much does certification cost?
$2,500 per model. Each model is a complete certification track with weekly live calls, and your annual membership to the Incentives Lab is included.
What's included in the weekly calls?
Live working sessions with the Lab's architects: your designs reviewed, your client questions answered, and your case study coached to certification standard.
Do I need a technical background?
No. The free course covers the foundations, and the certification teaches you to apply the models — including attaching the Incentives LLM to any application — without writing code.
Is there a free starting point?
Yes. The 10-part free course teaches the fundamentals of incentives and how the LLM integrates with anything. Certification is the paid, hands-on path for people who want the title and the practice.
What does annual membership include?
Continued access to the weekly calls, the practitioner community, new model releases, and the Incentive Lab workspace for client work.