Set their marshmallows alight, drop them in the ashes, and then see if they still want to eat them. (I'm not sure what I'm saying here -- just stretching a metaphor until it's ready to snap.)
Why not just give the people a bonus in the proportionate amount of the gains that year, for a guaranteed number of years in the future?
They get no stock that way and they directly benefit from their efforts at the company. If the company's stock goes down from the prior year, the executive gets nothing that year.
This is a sticky subject for many.
That's not fair. Those other kids who went ahead and ate their marshmallows should have sued to get their second ones. It's their right to fluff.