Seriously? If you try to control people pain and reward system, most people see through it and hate you for it.
You want them to have a innate feeling of accomplishment. You completed something difficult? And that felt good. You don't need cookies from a master for that.
The number one thing you need to do, is set something up which they can measure themselves against. 90% of the time people will enjoy improving it, without any input.
The world isn't full of self-involved creatives who just want to create to create. Most people like being rewarded (money), promoted (power), and growing in their positions (knowledge).
That's really the minimum you should do with dogs or people.