Think back to your school days. If you were at the very top of the class, you probably worked hard to stay there. If you were on the brink of failing, you likely hustled to do just enough to pass. But what about those who sat comfortably in the middle? For many, being average offered little reason to push harder or change direction. That’s the paradox of the middle—it often lacks the urgency that drives performance.
This phenomenon plays out far beyond the classroom. It’s rooted in human psychology and reinforced in behavioral economics. When stakes are high—whether it’s chasing excellence or avoiding disaster—we’re more inclined to act. When the outcome is ambiguous or seems inconsequential, we tend to coast.
Back in the early days of smartphone apps, Foursquare was all the rage. It gamified real-world check-ins, rewarding users with badges and status. One of its most coveted titles was “Mayor”—a status you earned by visiting a specific location more frequently than anyone else. I remember my son becoming obsessed with earning the title of Mayor at his favorite restaurant one month. He insisted we go there over and over, not because he craved the food, but because he was just a few check-ins away from overtaking the current Mayor. His motivation was through the roof once he saw the finish line. On the other hand, if someone was far ahead, the drive fizzled. There was no real incentive to keep trying.
That’s the power of visible, attainable goals. If people can see themselves winning—or just barely avoiding a loss—they’re far more likely to take action. But if the goal seems out of reach or too easily secured, motivation tends to stall.
So, how do you use this knowledge to motivate yourself, your employees, or your customers?
1. Set Visible Milestones and Clear Rewards
People need to see progress and know how far they are from the goal. Visual tracking systems (like leaderboards or progress bars) tap into the same psychology that makes Fitbit or Duolingo so addictive. Highlighting proximity to rewards keeps motivation high. For example, a coffee shop punch card that says “Only 2 more for a free drink!” works better than one that says “Collect 10 punches.”
2. Gamify Goals with Status or Recognition
Gamification works because it turns mundane tasks into challenges with an emotional payoff. Recognition—like badges or tiers —can be just as powerful as monetary rewards. People are driven to avoid the pain of loss or to achieve prestige. Consider airline loyalty programs: Platinum status is as much about bragging rights as it is about perks.
3. Avoid the ‘Mushy Middle’ in Team Performance
Whether in sales teams or customer experience ratings, people in the middle are often overlooked. High performers get rewarded. Low performers get coached or cut. But middle performers, without nudges, stay stagnant. Try segmenting your team into performance zones and offering tailored incentives to those just below the top tier. They might need just a small push to level up.
4. Create Scarcity and Urgency for Customers
The idea of “just missed it” is a powerful motivator. Flash sales, limited inventory notices, or “X spots left” on course registrations drive urgency and can push on-the-fence customers to act. Scarcity triggers the fear of missing out (FOMO), pulling people toward action instead of inaction.
5. Use Extremes in Personal Motivation
Even for personal goals—fitness, learning a new skill, or launching a side hustle—set extreme accountability. Sign up for a public challenge or put money on the line (e.g., via apps like StickK). Your future self may thank you for building stakes into the game.
Harnessing the power of extremes means recognizing that humans don’t respond to subtle nudges as much as to clear consequences and visible victories. Whether you’re leading a team, building a business, or trying to push yourself, structure things so that the stakes are obvious. Give people a mountain to climb—or a cliff to avoid.
How can you reframe your incentives so people are either running toward a prize or away from a penalty?
