People of the channel, those involved in the design of compensation plans, and even smart policy makers know that incentives drive behavior. The proper design of incentives can drive behavior at scale, in a statistical manner (meaning that not everybody may follow the path we trace, but some will do, and the proportion between these two groups will depend on how well the incentives were designed).
Besides understanding competing incentives, it is obvious to think that how much someone appreciates an incentive, will determine its effectiveness.
Therefore, values ultimately drive behavior.
Before you do anything else, understand what your partners value.