“I believe that people generally want to be what we call good. They want to cooperate with people. They don’t want to steal; they don’t want to cheat. But everybody has a price. Everybody has an incentive.” -Stephen J. Dubner, co-author Freakonomics

“Follow the money.” -Deep Throat (played by Hal Holbrook) giving advice to Bob Woodward (played by Robert Redford) in the film All The President’s Men

If you’re looking at human behavior, how systems work, why things are the way they are. If you’re looking to change or make any kind of change in this world…

…I want to say one word to you.

Just one word…

Are you listening?…


What’s the incentive?

Start there. You figure that out, everything else is cream cheese.

P.S. – This scene from my all-time favorite film.

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