James Dooley sits down with Mads Singers to break down how to build an effective incentive structure for teams without destroying long term business value. The discussion covers why equity is often given away too early, why it rarely motivates staff, and how founders should think about incentives from a delivery and performance perspective. Mads explains practical alternatives to equity, including profit sharing, team based bonuses, non financial incentives, and personalised rewards that actually drive behaviour. The episode focuses on aligning incentives with company performance, retaining key people, and avoiding common mistakes that cause resentment, misalignment, and long term damage. This is a grounded, experience led discussion for founders managing both in house and remote teams.