You get them to pay you for one, in terms of the other. People will pay you for a small chance of a big payoff in units of a medium chance of medium payoff. People will pay you for the certainty of a moderate reward by giving up a higher reward with a small chance of failure. All of the good examples of this I can think of are already well-populated business models, but I didn't try very hard so you can probably find some unexploited ones.
"People will pay you," as in different people, true, but I really doubt that you can get the same person to keep paying you over and over through many cycles. They will remember the history, and that will affect their later behavior.
My cards on the table: Allais was right. The collection of VNM axioms, taken as a whole, is rationally non-binding.
This thread is for asking any questions that might seem obvious, tangential, silly or what-have-you. Don't be shy, everyone has holes in their knowledge, though the fewer and the smaller we can make them, the better.
Please be respectful of other people's admitting ignorance and don't mock them for it, as they're doing a noble thing.
To any future monthly posters of SQ threads, please remember to add the "stupid_questions" tag.