When used effectively, positive and negative reinforcement techniques can be used to change both employee and customer behavior to better align to business objectives. Want researchers to focus on a specific technology or employees to use a certain tool or process? Want people to communicate security information in a certain style? Improve signal and diminish noise? Learn about the two main strategies for "gamification" of tasks, discuss when to use positive versus negative reinforcement, when to use punishment instead of reinforcement, and common ways that self-sabotage occurs through unintended incentivization of bad behaviors.