Bill BrownFounder of ServiceTitan Hacks community (9k+ pros) | INC 5000 Contractor | Helping contractors win with AI & Automation

Why Most Incentive Plans Miss the Mark | Bill Brown x Ryan Shank

12 May 2025

Watch on YouTube

A short excerpt (May 2025) from a conversation about incentive plans arguing that focusing on employee experience—clear dashboards, visible progress to goals, and integrated data—drives behavioral change, better customer experience, and improved business outcomes. The speaker explains that owner-facing tools (e.g., spreadsheets) are insufficient and the real unlock comes from engaging employees directly.

We initially were focused on, like, the owner's point of view. Hey, we'll help you create the plan and manage it in one platform. And it's like, I think what we found is that's a nice to have, right? It's like, I can kind of just do it in Google sheets or whatever. If it's just the owner, the, like, real value was the employee experience. If when the employees get the dashboard, they can see that they're in a plan, they can see their progress to goal, they know exactly what they need to do. That's when the behavior changes. That's when the customers get a better experience, and that's when the business sees the outcome. And that's when we saw the biggest unlock for us is when we started focusing on the employee. Because if the employee. If you win the employee, their behavior changes. They start winning, they start getting more money. That's when everything else falls. So that's like, actually, like, our biggest focus now. It's not just, oh, use software to, like, manage your incentive plans. It's like, no, it's the employee experience, the data, fully integrated. That's where. That's where we all win.