INCENT: “To provide with an incentive” — Merriam Webster Online
INCENTIVIZE: “To provide with an incentive” — Merriam Webster Online
This is going to make you mad, but I will not be taking potshots at these awkward back-formations today. Sure, they roll off the tongue like cement doorstops, but as is often the case with corporate-speak, these words are here to stay. Like their sisters in sin impact and enthuse, verbified nouns are the sweethearts of managers, marketers and motivators — you know, folks with good people skills and atrocious writing skills. (note from ed.: Otto currently holds the title of Marketing Manager at his company, where he writes motivational literature. Thanks, Otto. Carry on.)
Making verbs out of nouns is an act that has a storied history in English. The word escalate was preceded by escalator (itself derived from the French escalier, meaning staircase). While escalate originally meant “making use of an escalator,” where would we be today without wars, threats and other nasty things that escalate? Go back even further to the 1700s and you find the word donation, but not the verb donate. Again, charities would be the poorer if they could only ask people to give, offer, contribute or bestow.
Which brings us back to the two words in the dock today. Incentivize seems to have come first (appearing sometime in the 1970s), followed by incent in the 1980s. Both words are clunky and sound like you’re adding a splash of Mongolian to a conference call in English. But there is a slight difference in nuance between incentivize/incent and encourage and motivate. One encourages and motivates with goodwill and enthusiasm; one incentivizes or incents with a prize or giveaway, especially when the target audience would be unmoved without the incentive. In other words, the first set of words sound positive and optimistic, while the newcomers sound cynical.
And yet, businesspeople insist on incenting. Maybe it’s a sign of our materialistic age that goodwill and leadership just don’t cut it anymore with the troops. Whatever the reason, we at Lexicide grudgingly welcome these neophyte words and encourage corporate wordsmiths to consider three things:
1) Encourage, motivate, drive, urge, lead and spur are still more universal, positive and readable.
2) The first time I heard incent, I mistook it for incense and wondered why we wanted to enrage our customers. This could happen to you.
3) To incent or incentivize, you must offer an incentive. If you don’t have one, use another damn word. If your “incentive” is the spectre of firing or other penalty, you should try the word threaten or browbeat.
— Otto E. Mezzo