#1 Bestselling Leadership Authors & Workplace Experts on
Corporate Culture, Employee Engagement & Leadership

The Carrot Principle

How the Best Managers use Recognition to Engage Their People, Retain Talent, and Accelerate Performance

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Human performance accelerated? Is this book about the work place or the human race?

It’s actually both. The Carrot Principle shows definitively that the central characteristic of the most successful managers is that they provide their employees with frequent and effective recognition—a practice that unquestionably taps into our own human nature. Recognition inspires results in every age group, career level, and culture!

With breakthrough research of 200,000 people over ten years from The Jackson Organization, and massive, new global data collected by Towers Perrin, The Carrot Principle demonstrates how constructive praise and meaningful rewards powerfully motivates people from every walk of life and inspires employees to excel, engage, and bring their best to work every day.

Drawing on case studies from leading companies including Disney, DHL, KPMG, and Pepsi Bottling Group, bestselling authors Adrian Gostick and Chester Elton show how the transformative power of purpose-based recognition produces astonishing results—whether measured by return on equity, return on assets, or operating margin. And they show how great managers who lead with carrots achieve higher:

  • Productivity
  • Engagement
  • Retention
  • Customer satisfaction


The Carrot Principle illustrates that the relationship between recognition and improved business results is highly predictable—it’s proven to work, time and time again. But, it’s not the employee recognition some of us have been using for years. This is recognition done right, recognition combined with four other core traits of effective leadership. And, effective recognition, which all managers can easily learn and begin practicing for immediate results doesn’t take time—it can be done in a matter of moments, and it requires very little investment to create a huge ROI.

The Carrot Principle 2nd Edition is jam-packed with case studies, recognition ideas, easy to follow instructions, and insights from the world’s best managers.

Learn to say “thank you” the right way. Become a high-performance leader and take your team to a new level of achievement—in any industry, any company, and anywhere in the world.