systems of rewards and incentives often fail to align with desired outcomes, leading to unintended consequences. In the example you provided, Kerr highlights the contradiction between society's expectation for professors to excel in teaching and their actual rewards, which primarily prioritize research and publications. This misalignment can result in professors prioritizing research over teaching, despite the societal emphasis on effective teaching. Overall, Kerr argues that organizations, whether they be educational institutions or businesses, need to ensure that the rewards they offer are truly aligned with the outcomes they seek. Otherwise, they may find themselves in situations where individuals are motivated to pursue the rewarded behavior at the expense of the desired outcome