In live retail environments like Costco Roadshows, incentives shape behavior. Poorly designed incentives push reps to rush interactions, oversell, or prioritize short-term volume at the expense of brand experience. Well-designed incentives motivate high performance without compromising trust. Brands that align incentives with brand standards, shopper experience, and long-term goals outperform those that reward only raw sales numbers. Incentives are levers. Pull the wrong one,