The major issues that businesses strive to resolve certainly include aligning the employees’ requirements with the owners’ objectives. An issue that is anything but banal as the achievement of the objectives is the mainstay of every productive economic system. The purpose of the compensation and benefits system is to give employees incentives to reach the company’s objectives other than those defined as ordinary, that is, those that are required of every employee by contract. The strategy is not even particularly recent as the anglicism widely used in many companies could lead one to believe. Already Ford, but there are certainly also older examples, found a single solution to its problems of labour shortage, turnover and the productivity of its workforce by increasing considerably the salaries of its workers. The operation was so successful that production increased significantly in a very short period of time. The aim of the compensation and benefits system is therefore to increase productivity through an economic incentive although cracks are appearing to show in this direct relationship between monetization and performance. The reason for this, as Maslow teaches us, is directly related to the satisfaction of needs: if I need something I am motivated to satisfy this need so, to climb Maslow’s hierarchy of needs, an incentive is required and the economic one has difficulty satisfying primary needs. In a world in which the basic physiological and safety needs are largely satisfied, an effective compensation and benefits strategy must necessarily focus on other parameters. To be truly effective, the incentive must be tailored increasingly to the individual and his needs. As always, the example is set by overseas companies that come up with the best ideas in this field, which range from the 50% of the salary that Google pays to surviving spouses for 10 years in case of death of the employee, to the six months of parental leave, but also coverage of egg freezing costs offered by Spotify, and the delivery of the breast milk of mothers away on business trips to their homes, offered by Zillow. Today, companies must implement increasingly varied and flexible compensation strategies that respond increasingly well to rapid changes in the beneficiaries and employment contracts. For large companies it is becoming more and more indispensable to have a specialist in house while, for small and medium-sized businesses, it is important to know how to move in the maze of analyses that inevitably precedes this type of operation. In fact, knowing the composition of the company population and how it behaves is a priority for the entrepreneur or management to strike the right notes on a complex instrument like a business. The collection of data in advance will prevent a gut decision being made, as is often the case, with the presumption of knowing the needs of one’s employees and will direct the management towards wise choices that may give decidedly favourable results in the short term.