Couldn't agree more. Incentives, incentives, incentives. They are the reason I am here at my laptop right now. They are the reason some managers are eager to start the day with an eye on how they can improve their business. They are also the reason other managers are eager to start the day with an eye on how they can enlarge their empire and perhaps add a plush chesterfield couch to their office. Or the reason other managers are eager to start their day with an eye on their options package.
We cannot lend too much weight to them.
We can talk about competitive strength (granular customers, weak suppliers, brand etc) until the cows come home. Without the right incentives, however, those things just don't excite me so much.
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