Psychologists have conducted numerous studies throughout the years on motivation, yielding evolving models of motivation as a result. While studying the evolution of Motivational theory from Daniel Pink and others, I realized that my very own colleagues, both inside and outside of my organization, were unmotivated, tired and beaten down. So I proposed some questions to my own team: What “IF” you had more time to innovate? What “IF” you had more time to do the things that gave you Autonomy, Mastery, and Purpose? What would you do? What could you achieve? What “IF” turned into an experiment called Innovation Friday for my Application Security organization. Let me take you on a journey of my experiment that lit up the motivational fire for my colleagues. I’ll walk you through what I proposed, the initial feedback, and the results of what happens when you allow time for (and encourage!) Autonomy, Mastery and Purpose. A fresh look at Motivation 3.0, as well as an idea on how to implement it, is what our industry needs to retain happy and motivated employees.