1. I think my primary incentive is to be customer-focused. I believe that if you keep your customers' interests as a primary focus, all other incentives flow from that, in the priorities that I value. A caveat to this idea that I recognize is that I would not put my customers' interests such that my company's interests are in the negative, at least in the long term. In other words, the balance of the customers' interests and my own internal company's interests should at least be a net zero. It shouldn't be negative, as in the customers' interests mean that my company is at a loss.
2. Whatever it is that we are delivering has to have the highest integrity possible. Integrity, to me, has several connotations including quality, cost, schedule, and I guess characteristics like technical rigor, accuracy, and full system lifecycle design roll-up under quality but I would call them out as primary values also.
I think that other benefits, such as sales, will follow from 1 and 2. This is not to disrespect the sales process nor the professionals who are a part of that, but I believe I don't think of it as my primary incentive.