Students feel intrinsic value from competing and being a part of a challenge. They feel intrinsic value from participating and being a part of a publication. They feel intrinsic reward from being acknowledged by their peers. They feel intrinsic value and reward from winning and succeeding, after setting their sights on a goal. They get motivation from  their peers, and healthy competitive willingness from the possibility of being "famous" for all the right reasons. 

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They get motivation from within! We just give them a little nudge.