---
id: "question-managing-identity-loss"
type: "open-question"
source_timestamps: ["§ Building for Continuous Adaptation"]
tags: ["compensation", "change-management"]
related: ["concept-structural-vs-operational-shifts", "action-reshape-culture-for-ai"]
resolutionPath: "Case studies detailing specific compensation model transitions (e.g., moving from commission-based to base-plus-adoption-bonus) during AI integration."
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-new-31-tailor-digital-strategy-customer"
sourceUrl: "https://hbr.org/2026/06/tailor-your-digital-strategy-to-reach-every-customer"
sourceTitle: "Tailor Your Digital Strategy to Reach Every Customer"
---
# How exactly should leaders reshape incentives during structural shifts?

The source states leaders must 'reshape incentives and culture' when AI absorbs human tasks ([[action-reshape-culture-for-ai]]) to prevent employees from viewing it as a personal loss ([[claim-structural-shifts-cause-trauma]]). It leaves open the **exact mechanisms** — e.g., how should commission structures change when an AI closes a cross-sell?

Sits on top of [[concept-structural-vs-operational-shifts]].

**Resolution path:** Case studies detailing specific compensation-model transitions (e.g., commission-based → base-plus-adoption-bonus) during AI integration.