Charles Schwab emphasizes, “The way to get things done is to stimulate competition, not in a sordid, money-getting way, but in the desire to excel.” The key is the desire to excel, the challenge, appealing to the spirit of competition. Successful individuals thrive on the game, the chance for self-expression, to prove their worth and emerge victorious. This desire for excellence is universal—everyone wants to be the best, to win, not settle for consolation prizes. Carnegie suggests that if all else fails, tap into this desire, throw down a challenge.

Even the phrase “Be the best – F**k the rest” encapsulates this fervor for excellence. Most people harbor a deep-seated desire to achieve, to outshine others, to be the best. Carnegie’s principle is direct: stroke the desire to excel and issue a challenge. For instance, when convincing his younger brother to play video games, a playful challenge emphasizing superiority worked remarkably well.

This principle applies broadly. Whether encouraging kids to eat broccoli for more dessert, motivating salespeople with bonuses for the most sales, or even lightening the mood with twin babies’ diaper challenges, the core idea remains—nobody likes to lose, but everyone loves to win and be the best. To motivate someone, appeal to their need to excel and throw down a challenge.