Operant conditioning (or instrumental conditioning) is a form of learning in which an individual's behavior is modified by its consequences. Two complementary motivations drive instrumental learning: the maximization of positive outcomes and minimization of aversive ones. There are two ways in which behavior is reinforced or strengthened: positive reinforcement occurs when a behavior is strengthened by producing some desirable consequence; negative reinforcement occurs when a behavior is strengthened by avoiding some undesirable consequence. There are two ways in which behavior is decreased or weakened: negative punishment occurs when a behavior is weakened by not producing a reinforcing consequence; and positive punishment occurs when a behavior is weakened by producing a consequence that is a disincentive. In combination, these basic reinforcing and punishing contingencies provide four ways for modifying behavior. Reinforcement increases the relative probability or frequency of the behavior it follows, while punishment decreases the relative probability or frequency of the behaviour it follows.
Potty training seems like a daunting task! It really does. I know people who avoid getting puppies just to skip this process, and in some ways I totally understand that! Puppies really are a LOT of work, and it is not just potty training! It can be varying aspects of housebreaking, teaching your puppy manners, making certain that it is well socialized, addressing early issues like persistent whining or separation anxiety before they become permanent problems, and tons of more areas to make sure that your puppy is on track to being a happy, healthy, well-behaved dog.
Be persistent! Make sure the puppy doesn't get the opportunity to pee and poop by using a leash indoors or confining him to a crate when you're out. Depending on the puppies age, pop him outside every 20 - 30 minutes, so there's a greater chance of him toileting outside (by accident at first.) In addition, get rid of any scent markers he's left by peeing or pooping indoors, as these will draw him back to the same spot. This means cleaning the area daily, for 2- 3 weeks after he last pooped there to fully get rid of any lingering odor that the dog can detect.
Lindsay says of this study, "Schilder and Van der Borg (2004) have published a report of disturbing findings regarding the short-term and long- term effects of shock used in the context of working dogs that is destined to become a source of significant controversy ... The absence of reduced drive or behavioral suppression with respect to critical activities associated with shock (e.g., bite work) makes one skeptical about the lasting adverse effects the authors claim to document. Although they offer no substantive evidence of trauma or harm to dogs, they provide loads of speculation, anecdotes, insinuations of gender and educational inadequacies, and derogatory comments regarding the motivation and competence of IPO trainers in its place." 
Confine your puppy to his, 'puppy-proofed' bathroom or an exercise pen and paper (or wee-wee pad) the entire floor. Put his bed, toys and food/water bowls there. At first there will be no rhyme or reason to where your pup eliminates. He will go every where and any where. He will also probably play with the papers, chew on them, and drag them around his little den. Most puppies do this and you just have to live with it. Don't get upset; just accept it as life with a young puppy. The important thing is that when you get home, clean up the mess and lay down fresh papers.
Remember that training is an ongoing process. You will never be completely finished. It is important to keep working on obedience training throughout the life of your dog. People who learn a language at a young age but stop speaking that language may forget much of it as they grow older. The same goes for your dog: use it or lose it. Running through even the most basic tricks and commands will help them stay fresh in your dog's mind. Plus, it's a great way to spend time with your dog.