Managing vertebrate pests is a global conservation challenge given their undesirable socio-ecological impacts. Pest management often focuses on the 'average' individual, neglecting individual-level behavioural variation ('personalities') and differences in life histories. These differences affect pest impacts and modify attraction to, or avoidance of, sensory cues. Strategies targeting the average individual may fail to mitigate damage by 'rogues' (individuals causing disproportionate impact) or to target 'recalcitrants' (individuals avoiding standard control measures). Effective management leverages animal behaviours that relate primarily to four core motivations: feeding, fleeing, fighting, and fornication. Management success could be greatly increased by identifying and exploiting individual variation in motivations. We provide explicit suggestions for cue-based tools to manipulate these four motivators, thereby improving pest management outcomes.Looking Beyond the 'Average' Individual in Vertebrate Pest Management Vertebrate pests, including invasive or overabundant predators and herbivores, frequently come into conflict with economic, social, and biodiversity values. Mammalian predators are responsible for some of the most devastating losses to native biodiversity [1] and frequently harm humans, their livestock, and pets, while herbivores can cause agricultural damage, vehicle collisions, and ecosystem-level impacts including overbrowsing [2,3]. Mitigating the impacts of vertebrate pests thus presents one of the major challenges currently facing wildlife managers. Managers require effective strategies to: (i) reduce pest populations (e.g., by attracting individuals to traps or toxic baits), and (ii) deter individuals from sensitive areas or valuable species (e.g., threatened prey or plant species, livestock, agricultural, and forestry sites). Yet, pest control measures are often only partially effective [4,5], with some individuals avoiding lethal control or ignoring deterrents. Attractants and deterrents typically target the 'average' individual in a population, with the goal of maximising the number of animals responding to stimuli. However, the most intractable challenges of vertebrate pest management may occur precisely because some individuals do not behave like the average, and therefore, are not effectively targeted.Within a pest population, individuals exhibit a range of responses to management actions. Deviations from the average response may be transient (e.g., dependent on internal state, body condition, current perceived risk, or density of conspecifics) [6], or may represent persistent, individual-level behavioural differences ('personalities') [7,8]. By understanding the drivers of individual-level differences in behaviour, management can be optimized to target not just the average individual, but the full range of behavioural types within a population. Such insights may be particularly valuable in managing rogue and recalcitrant individuals (see Glossary), two non-exclusive behavioural types t...