Chapter 9
The Effectiveness Reinforcement
What is the meaning of life?
OK, wait, I don’t want to tackle that one. Let me tone it down a little …
What do people want?
Still a pretty big question—one that psychologists have argued about for as long as psychology has been a thing. Before that, it was the philosophers who wrestled with it. And, of course, neither group owns the market on the subject. Sociologists, political scientists (and politicians), military leaders, marketing executives, educators, lobbyists, activists, and influencers of all shapes and sizes are all in the business of trying to figure out what motivates people to do what they do.
If you randomly ask someone on the street this question, the answer you will get is probably going ...
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