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The Incentives Lab
HBOS · Layer 2

The Decision Motive Compass

Every human decision moves toward something desired or away from something feared. There are eight. Map your product, policy, offer, job, or relationship below — and see which motives you're really activating, on which axis, and where the shadow lives.

Safer ↔ Vulnerable

safer

Does this reduce risk, fear, uncertainty, pain, or vulnerability?

People act to reduce exposure — to threat, loss, regret, or being caught off-guard. The strongest pull in the human nervous system.

Sells against: insurance · cybersecurity · compliance · healthcare · legal · warranties · backups
Signals: 'just in case' / 'what if' / 'we can't afford to be wrong' / 'cover ourselves'
Perverse: Manufactured fear used to sell unnecessary protection, or to keep people compliant inside broken systems.
Score−2 strong away · 0 not active · +2 strong toward

Richer ↔ Poorer

richer

Does this increase wealth, resources, opportunity, or future upside?

People act to expand resources — money, leverage, optionality, access. The motive most easily measured, most easily faked.

Sells against: investments · education · AI tools · consulting · B2B SaaS · real estate · side income
Signals: 'ROI' / 'opportunity' / 'leverage' / 'compound'
Perverse: Promises of returns that obscure the cost; status-as-wealth signaling that traps people in lifestyle inflation.
Score−2 strong away · 0 not active · +2 strong toward

Healthier ↔ Sicker

healthier

Does this improve physical, emotional, or mental well-being?

People act to feel better in their body and mind. The motive most vulnerable to magical thinking.

Sells against: fitness · supplements · therapy · longevity · sleep tech · nutrition · mental health
Signals: 'feel good' / 'natural' / 'optimize' / 'longevity'
Perverse: Wellness industry built on engineered insecurity; medical systems paid per intervention, not per outcome.
Score−2 strong away · 0 not active · +2 strong toward

Smarter ↔ Confused

smarter

Does this give clarity, knowledge, capability, or better judgment?

People act to upgrade their ability to think. The motive that fuels every information product on Earth.

Sells against: books · courses · coaching · research tools · AI assistants · newsletters
Signals: 'understand' / 'figure out' / 'finally make sense of' / 'expert'
Perverse: Endless content consumption that creates the feeling of progress without behavior change.
Score−2 strong away · 0 not active · +2 strong toward

Happier ↔ Miserable

happier

Does this give pleasure, joy, comfort, beauty, fun, or fulfillment?

People act to experience more good feeling. The motive most distorted by short-term dopamine.

Sells against: travel · entertainment · restaurants · games · luxury · art · design
Signals: 'love it' / 'fun' / 'beautiful' / 'treat myself'
Perverse: Variable-reward apps and substances engineered to hijack the same circuit they pretend to serve.
Score−2 strong away · 0 not active · +2 strong toward

Connected ↔ Lonely

connected

Does this help people belong, bond, love, or identify with others?

People act to be seen, included, chosen. The motive the modern world has hollowed out the most.

Sells against: communities · clubs · dating apps · gifts · social platforms · memberships · religion
Signals: 'people like me' / 'our group' / 'we' / 'belong'
Perverse: Tribalism farmed for engagement; communities optimized for retention rather than connection.
Score−2 strong away · 0 not active · +2 strong toward

More Significant ↔ Ignored

significant

Does this give status, respect, recognition, influence, or legacy?

People act to matter — to be noticed, credited, remembered. The motive that funds most marketing.

Sells against: luxury brands · awards · titles · certifications · platforms · philanthropy
Signals: 'leader' / 'first' / 'top' / 'known for'
Perverse: Status games that replace useful contribution with visible performance.
Score−2 strong away · 0 not active · +2 strong toward

More Free ↔ Trapped

free

Does this give autonomy, time, control, flexibility, or optionality?

People act to expand the surface area of their choices. The motive that quietly drives founders and operators.

Sells against: automation · AI assistants · passive income · productivity tools · remote work · FIRE
Signals: 'on my own terms' / 'optionality' / 'flexibility' / 'don't have to'
Perverse: Tools sold as freedom that become new cages; 'freedom' industries that lock buyers into membership tiers.
Score−2 strong away · 0 not active · +2 strong toward
Your Motive Profile

Set a score above to see the profile

No motives scored yet. Most things activate 2–4.

Honesty check

If your top motive is Significant or Safer when you say you sell on Richer, your messaging and your mechanism are mismatched. Buyers feel that mismatch as inauthenticity — and competitors price against it. Re-score the same target from the buyer's seat and compare.

Run the Perverse Incentive LensRedesign the incentive← The 12 Laws Beneath Behavior
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