When it Comes to Engagement, WIIFM Always Wins

By Jayson Krause, Managing Director of Level 52 & Award-Winning Author of The Science Behind Success

WIIFM—“What’s In It For Me?”—it’s the silent operator, constantly shaping our decisions, driving our actions, and influencing the way we engage with the world. It’s not some selfish mantra; it’s the truth about human behaviour. Whether we like to admit it or not, WIIFM is always running in the background, steering us toward what matters most to us. But before you jump to conclusions about it promoting self-centeredness, let’s break it down.

First, let’s clear up what WIIFM really means. It’s not about selfishness or putting yourself above others—it’s about aligning your actions with your internal motivations. In The Science Behind Success, I describe WIIFM as the personal value or benefit we subconsciously look for when deciding to take action. It’s like picking a restaurant—you’re not doing it to be difficult, you’re choosing the one that fits your preferences. It’s not selfish; it’s intentional.

Now, why does WIIFM always win? Because at the end of the day, every decision we make, every move we take, is filtered through the lens of our own needs and desires. It’s human nature. It’s not about being self-absorbed; it’s about being self-aware. It’s like choosing a career. Sure, the paycheck matters, but so do fulfillment, purpose, and satisfaction. We naturally gravitate toward things that serve our deeper goals and personal values.

WIIFM is also a powerful driver of motivation. When the benefit to us is clear, we’re more likely to dig in, commit, and give our best effort. Look at anyone training for a marathon. Are they running just to rack up miles? No. They’re pushing through the discomfort for a reason—whether it’s the sense of accomplishment, the mental grit, or proving something to themselves. When you can connect the dots between what you’re doing and the value it delivers to you, that’s when you’re all in.

And let’s not forget engagement. WIIFM fuels accountability. When we’re personally invested in the outcome, we show up differently. We take ownership, we care more deeply, and we hold ourselves to a higher standard. It’s like planting a tree. You’re not just tossing seeds into the ground; you’re nurturing it, investing in it, because you want to see it grow. You want the reward of standing under the shade of something you helped create.

But here’s the thing: WIIFM doesn’t have to be selfish. In fact, understanding WIIFM is key to unlocking deeper engagement and performance, both in yourself and your team. When leaders align individual motivations with the mission of the organization, people don’t just work—they thrive. They find meaning. They become unstoppable. And that’s why WIIFM always wins.

In the end, WIIFM is not a reflection of selfishness; it’s a recognition of our human design. It’s about finding that alignment between what we do and why it matters to us. WIIFM isn’t about taking from others—it’s about being fully in tune with yourself, so you can give your best, live your purpose, and show up in a way that makes the most impact.

So the next time you catch yourself asking, “What’s in it for me?” remember, that’s not a selfish question. It’s the most honest one. And the answer? That’s where real engagement begins.