Incentives work—on the surface—and then they don't...most of the time.
What I mean is this: incentives might drive the results you are looking for, but not necessarily the behavior. And, most of the time, those results aren't indicative of actual production.
You can incentivize how many calls a rep. makes, safe driving, responsible consumer spending, and you will see favorable results. But remove the incentive, or modify it, and the results become skewed.
Instead, teach principles. Explain why. Provide context and make it relatable. This is, after-all, what marketing is about, isn't it?
What I'm saying is, be careful what you incentivize, you just might get what you’re looking for.