Reward or Punish
The opposite of reward is punishment.  Inadvertently punishing your dog after he has eliminated can quickly condition him to hold it as long as possible.  Most of us adhere to a tight work and social schedule that sometimes makes an extra fifteen or twenty minutes to spend with our dog hard to come by.  If you are going to succeed in teaching your puppy to eliminate on command, you absolutely must make this time available.
When you rush him back inside as soon as he has eliminated, what you are teaching him is that he will get to stay outside longer if he holds it longer.  To teach your puppy to eliminate on command you must avoid inadvertent punishment.  You can do this by observing a simple rule:

Always give your puppy ten minutes of reward time after he has eliminated.

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