One discipline, applied to companies and to governments.
An operator who redesigns incentives inside organizations, and a head of government who redesigned them at the scale of a jurisdiction.
The Incentives Lab is co-led by Aaron Bare, a WSJ-bestselling author who designs incentives inside companies, and Ricardo Rosselló, PhD, the 12th Governor of Puerto Rico, who designs them inside governments. That pairing lets the same discipline be applied to a compensation plan and to public policy.
Aaron Bare
Aaron Bare is a strategist, Wall Street Journal-bestselling author, and the founder of The Incentives Lab. He writes and advises on incentive design inside organizations — why culture is the residue of what a company rewards, how KPIs quietly go perverse, and how AI systems inherit the incentives their designers set.
- —Bestselling author
- —The Incentives Lab
- —Cultural Performance Audit architect
- —Speaker on incentive design and exponential change
Ricardo Rosselló, PhD
Ricardo Rosselló, PhD is a scientist, the 12th Governor of Puerto Rico, U.S. Congressional Delegate for Puerto Rico, and co-founder of The Incentives Lab. He works on incentive design in the public sector: how policy shapes behavior at population scale, why government transformation stalls, and how institutions make decisions under crisis conditions.
- —U.S. Congressional Delegate for Puerto Rico
- —Governor of Puerto Rico (2017–2019)
- —Biomedical Engineering & Biotechnology — Michigan
- —Chemical & Biomedical Engineering