Crossword Genius

Motivator (9)

Ross

I believe the answer is:

incentive

'motivator' is the definition.
(I know that motivator can be written as incentive)

This is all the clue.

(Other definitions for incentive that I've seen before include "Payment to improve" , "Motivating payment" , "Stimulus" , "Something that motivates" , "Motivational reward" .)

I've seen this clue in The New York Times.
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