Decizii extraordinare. Ghid ilustrat pentru a-ți îmbunătăţi relaţiile de afaceri şi mesele în familie

by Dan Ariely

Dan Ariely și ilustratorul Matt Trower prezintă un ghid amuzant pentru luarea unor decizii mai bune, prezentat sub formă de roman grafic și bazat pe cercetările revoluționare ale autorului în domeniile economiei comportamentale, neuroștiințelor și psihologiei.

Dan Ariely este cunoscut pentru investigațiile sale incisive prin meandrele încurcate ale procesului decizional. Acum, perspectiva sa unică prinde viață sub formă grafică în Decizii extraordinare. Desenele jucăușe și expresive ale ilustratorului Matt R. Trower surprind concluziile cercetărilor revoluționare ale lui Ariely, explorând întrebarea esențială: putem lua decizii mai bune?

Cartea Decizii extraordinare îl urmărește pe Adam, naratorul, în timp ce se confruntă zilnic cu opțiunile și deliberările. El jonglează cu două seturi de norme suprapuse – și adesea contradictorii: normele sociale și normele pieței. Acestea ne influențează gândirea în moduri pe care de multe ori nici nu le observăm, la fel cum Adam este însoțit peste tot de ,,zâna economiei de piață” și de ,,zâna socializării”, fiecare obligându-l să acționeze în anumite feluri. Luarea unor decizii bune, susține Ariely, presupune să identificăm și să evaluăm forțele care acționează în diferite circumstanțe, pentru a ajunge la un rezultat optim. Decizii extraordinare este un ghid fascinant și distractiv pentru dezvoltarea unor abilități care se vor dovedi de neprețuit în viața personală și profesională.

Genres: Nonfiction, Graphic Novels, Psychology, Comics, Business, Self Help, Graphic Novels Comics

216 pages, Paperback

First published July 23, 2019

About the author

From Wikipedia:

Dan Ariely is the James B. Duke Professor of Behavioral Economics at Duke University. He also holds an appointment at the MIT Media Lab where he is the head of the eRationality research group. He was formerly the Alfred P. Sloan Professor of Behavioral Economics at MIT Sloan School of Management.

Dan Ariely grew up in Israel after birth in New York. In his senior year of high school, Ariely was active in Hanoar Haoved Vehalomed, an Israeli youth movement. While he was preparing a ktovet esh (fire inscription) for a traditional nighttime ceremony, the flammable materials he was mixing exploded, causing third-degree burns to over 70 percent of his body.[

Ariely recovered and went on to graduate from Tel Aviv University and received a Ph.D. and M.A. in cognitive psychology from the University of North Carolina at Chapel Hill, and a Ph.D. in business from Duke University. His research focuses on discovering and measuring how people make decisions. He models the human decision making process and in particular the irrational decisions that we all make every day.

Ariely is the author of the book, Predictably Irrational: The Hidden Forces That Shape Our Decisions, which was published on February 19, 2008 by HarperCollins. When asked whether reading Predictably Irrational and understanding one's irrational behaviors could make a person's life worse (such as by defeating the benefits of a placebo), Ariely responded that there could be a short term cost, but that there would also likely be longterm benefits, and that reading his book would not make a person worse off.

Reviews

[Rod Brown · Rating 2 out of 5]

This is just a bad, unfunny episode of Adam Ruins Everything complete with a really dumb person to whom the book's host has to explain really basic things, such as don't try to tip grandma with cash for cooking Thanksgiving dinner. I was a little confused as to who the intended audience may be, younger readers or aliterate adults perhaps?

This book also has the misfortune of being the one I read immediately after Animal Farm: The Graphic Novel, so all the bits about managers manipulating their employees' productivity through the use of social norms came off as dark, cynical and oppressive.

Mostly this book reminds me I should finally get around to reading Freakonomics: A Rogue Economist Explores the Hidden Side of Everything.

[Dana Cristiana · Rating 4 out of 5]

4.5 stars

Amazing Decisions: The Illustrated Guide to Improving Business Deals and Family Meals by Dan Ariely and illustrator Matt Trower is a nonfiction graphic novel and the second book I finished in 2024. I basically devoured this in a day.



This book presents us a man, Adam and his obsession with money. Then Dana and her 2 minions (something like the angel and the devil on your shoulders) are taking Adam to a whole day of things to learn. It is very interactive and fun, with cool black and white illustrations and a bit of humor along the way.



This is how we find out about the world of financials and the one who rules the humanitarian acts. We are being shown statistics and tests people did on human beings regarding gifts, jobs and other situations and in which cases did they want money or other humanly stuff.



This book teaches us about the risks of giving money instead of an actual birthday present, of helping a friend by giving them money for their bussiness, and so on and so forth.

There were times when it seemed like a bit too much information, but the author has a talent for making you understand things from scratch. The things and explanations were really connected with the illustrations and it's a very easy to read book, and a short one, too.



I recommend this one especially if you are interested in this topic of decisions (financial or humanitarian) and if you want to start getting into nonfiction and don't know where to start. I assure you are in for a ride!



Original:
Such a cool book!
The author explains things very well so any reader can understand, the illustrations are simple but beautiful and funny at times.

I'm considering giving it a 4.5. I'll get back with a more thorough review. 😊

[Carin · Rating 4 out of 5]

So, I am the daughter of an economist, so I'm not your typical lay reader of books like this. Plus I have read three of his previous books (and own a fourth) so I am well-versed in his theories and ways of thinking. In fact, I was a little worried about possibly finding this book redundant or too basic. But not at all!

In a nutshell, the book covers the two basic types of motivation: financial and social. I make some decisions for financial considerations, but a lot of others, including some you might think of as financial like how hard I work at my job, turns out to have more of a social motivation. I am friends with most of my accounts, and most of my colleagues. One colleague, Ben, and I work jointly every season on a huge project we have to do before we can go on the road. No one told us or even suggested that we join up and do it as a team--it happened organically, and I really like how we help each other on it. All this is fairly self-evident when you pay attention, but the book gave me a huge insight. My SO had a previous job that was baffling to me. It was not great with a not great boss, but somehow the job was so much worse than that. I've had plenty of those myself in the past, but none of them seemed as soul-sucking as this one. And he kept reporting things that I found really confusing, like how he couldn't get anyone, no matter how much he begged and pleaded, to cover shifts for him when we would go on vacation, despite having covered shifts for all of them in the past. I just found that so weird. Weirder still: this was a job in the helping community at a non-profit, where people supposedly do the job for the love of it, not for the really low pay. So why were all of his colleagues so difficult and uncooperative?

Well it turns out, the way his boss had injected finances into their everyday workplace was the problem! She was daily nickel and diming them on everything. Every minute of every day it seems she was pressuring them to keep costs unreasonably low. And she was miserly with giving them any time to do mandated reporting, for example, as that was a minute they weren't seeing a billable client. By bringing the finances of the company into the day to day workplace, no one was motivated by social factors any longer. As Dan Ariely explained about one study done: when workers were paid more to make more widgets on Monday and Tuesday, while their productivity went up those two days, it went down so hard on Wednesday through Friday, that overall the employees made fewer widgets than previously. When the only reward you ever get is money, and never a "well done" or "great job" or "I so appreciate that," you learn that your employer only thinks of you as a revenue generator, not a human, and eventually you learn to turn that attitude back around on them as well. It's particularly toxic, and was especially bizarre in that environment. But it was nice to suddenly have it all make sense, even if it's bad sense.

This book is a good primer of some real basics of decision-making and the underpinnings of a lot of behavioral economics. It tries hard to not be dry (well, it's economics so you've got to be prepared for a bit of that going in) and I found it overall fun and like an extended, older version of a Schoolhouse Rocks.

[Ka'i NeSmith · Rating 1 out of 5]

Actually negative five stars. Ebulliently foolish. The idea that perks motivate workers more than livable wages is blatantly anti-worker and a slap in the face to the underpaid illustrator who worked on this. The supporting studies were cherry-picked and removed from the context of dissent. Don’t subject anyone to this kind of thinking.

[Stewart Tame · Rating 3 out of 5]

Hmmm … This was actually kind of boring. I picked it up out of curiosity, without really having a clear handle on what it was about. All I knew was that it seemed to be some sort of business or psych text in comics form. And I’m always fascinated by comics that are so far removed from what most people would consider “normal” subject matter--not superheroes, not funny animals, not alt autobiography, etc.

The sticker my library affixed to the book’s spine bears the number 153.83. Although I’ve been a library rat pretty much my entire life, I’m not familiar with that area of the Dewey Decimal System. They're certainly not shelves that I normally browse. While I do read a fair amount of nonfiction, I usually don't go any lower than the sciences. Although the really low numbers can be interesting too: books about book collecting and the paranormal and so on. Anyway, my point is that, aside from the comics aspect, I was venturing far outside my comfort zone with this one.

So this is a book about decision making. Its goal seems to be to help people better approach decision making by understanding whether a social or a market approach would work best. We start with a protagonist, Adam, who makes bad decisions. Like, spectacularly bad decisions. He decides to treat everything like a business transaction. Which leads to him standing up at Thanksgiving dinner at his Mother-In-Law’s, telling her how delicious it was, and offering to pay her $400 to cover his share of it. Honestly, I have trouble believing in the existence of such a clueless character, even if he is fictional. Anyway, through the magic of comics, he is quickly schooled on the differences between social and market norms and what the positive and negative aspects are to each approach.

Parts of this were kind of interesting, but mostly I found myself wondering just who this book is for. Are there really people out there who are as spectacularly bad at relating to other human beings as Adam (initially, anyway)? Exaggerating to make a point is all well and good, but I think, in this instance, it's a little too extreme.

I am, I think, not in the target audience for this book. I’m not sure I’m even in the same zip code as they are. I approached this as a comics fan, and the art, by Matt R. Trower, is quite fun, nice and cartoony. As to the actual content, all I can say is, if you are a comics fan, I can almost guarantee that it's like nothing you’ve ever read. Whether that's good or bad is entirely up to you ...

[M Aghazarian · Rating 4 out of 5]

This was very interesting! A little redundant but it's like a professor hammering home those concepts until you're like I KNOW, I KNOW and you're able to explain them back and apply them and your professor is just so proud of you. I find it incredible that the illustrator is a resident artist a center at Duke University -- I wish EVERY institution had a resident comics artist. The artist is also terribly (wonderfully), distractingly attractive, so if you pick this up make sure to check out the back cover for that photo!!

[Natasha Kareeva · Rating 5 out of 5]

Про подарки банально, а про эксперименты и мотивацию лайк

[Renay Russell · Rating 3 out of 5]

Found this a little ‘too’ dumbed down. I mean, it did make me understand the ideas but I started to get a bit fed up and bored.

[Melanie · Rating 1 out of 5]

This was awful. The premise sounded amazing and I was let down. Adam is an idiot - how he has gotten this far in life without being beaten to a pulp is surprising. If you’re this dense and need common sense tips to get by day to day... I just feel bad for you. This might be useful reading for kids aged 12-14. 💩👎

[Yula Radchenko · Rating 2 out of 5]

3.5 ⭐️

[Ing Sanita · Rating 5 out of 5]

อธิบายเรื่องยากให้เข้าใจง่ายๆ ได้ดีจริงด้วย อ่านจบในไม่กี่วัน เพราะมันเป็นภาพการ์ตูน ย่อยง่าย เพลินๆ เอาไปใช้ประโยชน์��ด้จริง

[Rana Adham · Rating 4 out of 5]

An enjoyable read with lots of insight into human motivation, backed with studies and science. Some employers, who think it mighty smart to terrorize their employees into submission, could benefit from this illustrated guide to being humans. I doubt it would make any difference, though.

[Danielle Katz · Rating 2 out of 5]

I love how he is putting all his research into graphic novel format, but dislike many of the generalizations. First off, using market norms in social situations do not work! Who doesn’t know this????
Also, the idea of manipulating behavior with perceived social norms may work, but it’s still a manipulation. I hate the idea of people voting because of a perception of others voting on Facebook instead of voting because they are concerned about government issues and researching candidates. It feels dirty. Also, I’m a rebellious spirit and don’t feel social pressures like a average person. So again, generalizations.

[M. · Rating 3 out of 5]

หนังสือเล่มนี้ช่วยให้การตัดสินใจในชีวิตประจำวันตั้งแต่การเลือกของขวัญไปจนถึงการทำธุรกิจ ช่วยให้เข้าใจเกี่ยวกับเศรษฐศาสตร์พฤติกรรมได้มากขึ้น

โดยปกติไม่ค่อยได้อ่านหนังสือในหมวดธุรกิจ เล่มนี้ด้วยความที่เป็นฉบับการ์ตูน ทำให้อ่านง่าย เหมาะสำหรับคนที่เริ่มต้นอยากลองอ่านหนังสือเกี่ยวกับเศรษฐศาสตร์พฤติกรรม

พอเป็นฉบับการ์ตูนทำให้อ่านแปปๆก็จบ ในระหว่างที่อ่านก็ได้ความรู้ใหม่ๆมากขึ้น แต่อาจจะยังไม่ใช่แนวเราเท่าไหร่ เรามองว่าเป็นเล่มที่อ่านได้เรื่อยๆ เนื้อหาไม่ซับซ้อน กระชับรวดเร็ว เห็นภาพชัดเจนดีค่ะ และทำให้อยากลองอ่านแนวนี้มากขึ้น (เราให้ 3.5 🌟)

“แค่คิดเกี่ยวกับเงินก็ทำให้ผู้คนเห็นแก่ตัวมากขึ้นและใส่ใจคนอื่นน้อยลงแล้ว”

[Tum Kanapon · Rating 4 out of 5]

โลกประกอบด้วยบรรทัดฐานสองอย่าง คือบรรทัดฐานทางสังคม และ ทางการตลาด
เราต้องเข้าใจไม่มาใช้ปนกัน

สำหรับความสัมพันธ์ส่วนใหญ่ แล้วก็ความสัมพันธ์ระยะยาวแล้ว เราควรใช้บรรทัดฐานทางสังคมมากกว่า

ส่วนบรรทัดฐานทางการตลาด อาจใช้ในเรื่องระยะสั้น เรื่องที่มีความชัดเจน เป็นธรุกิจการแลกเปลี่ยน

ถ้าเปรียบเทียบ บรรทัดฐานทางสังคม เหมือนแรงขับดันจากภายใน เป็นเรื่องนามธรรม ความรู้สึก จับต้องไม่ได้ วัดมูลค่าลำบาก
อาจดูกำกวม แต่เลยให้ผลระยะยาวที่ดีกว่า

ส่วนบรรทัดฐานทางการตลาด คือแรกขับภายนอก วัดได้ชัดเจน เป็นรูปธรรม ส่วนใหญ่เราจึงมักชอบคิดว่า คุยเป็นตัวเลขเป้นเรื่องเงินง่ายกว่า เพราะมันดูเข้าใจง่ายกว่า

[Puty · Rating 5 out of 5]

Dan Ariely is a famous behavioural economics professor and author, and this book is more than just about 'improving family meals'. It's full of BE studies about our behaviour and incentives that I found super interesting. For example, does higher payment means higher motivation? Would it work to motivate your children with money? (spoiler alert: no) It's insightful for me, and if you're interested in the application of BE in real life, I'd totally recommend this book 👍🏻

[B. Sutthida · Rating 4 out of 5]

เป็นหนังสือที่อ่านง่ายย่อยง่าย เชื่อว่าแม้แต่เด็กนักเรียนก็อ่านเข้าใจได้ บรรยายเนื้อหาผ่านการ์ตูน ดำเนินเรื่องโดยตัวละครอดัมและดาน่า เนื้อหาโดยสังเขปคือการตัดสินใจภายใต้บรรทัดฐานทางสังคมและบรรทัดฐานทางตลาด (ทุนนิยม) ตัวอย่างที่ยกมาก็เป็นสิ่งที่พบเห็นได้ในชีวิตประจำวัน ทำให้อ่านแล้วเข้าถึงได้ง่าย แต่ในด้านสาระทางวิชาการรู้สึกว่าน้อยไปหน่อย

[Nopadol Rompho · Rating 5 out of 5]

I love this book a lot. If you like to learn about how people make decision and how irrational we are, I would strongly recommend you to read this book. It is the easiest book to read as it is a cartoon. I learned lot from this book.

[Stella T · Rating 2 out of 5]

Even though it has some interesting concepts and explains behavioral economics in a very simple way, in most part of the book it feels like it’s talking to people that have social difficulties and can’t understand very basic human behavior.

[P · Rating 5 out of 5]

Social norms. Market norms. How to strike a balance. From the master himself. Loved this book and the illustrations.

[Amiad]

לא סיימתי.

עיבוד של חלק מהספרים של אריאלי לקומיקס (בערך).

קראתי כבר כמה ספרים של אריאלי ואהבתי. עיבוד בצורת קומיקס רק מרדד ולא מחדש לי. אולי למי שלא קרא יהיה מעניין.

[Apisilp Trunganont · Rating 4 out of 5]

การ์ตูนเล่าเรื่องเศรษฐศาสตร์พฤติกรรมแบบ 101 โดยอธิบายความแตกต่างระหว่างบรรทัดฐานทางสังคมและบรรทัดฐานทางตลาด ถ้าใครเคยอ่านหนังสือของ Dan Ariely มาก่อน ไม่ต้องอ่านเล่มนี้ก็ได้

[Dakota Morgan · Rating 2 out of 5]

Extremely dry dissertation on why offering employees social benefits (gold stars, paid vacation, etc.) is proven to be more worthwhile than monetary benefits, at least in terms of getting the employees to work harder and appreciate their jobs more. There's also quite a bit about how social norms and market norms don't play nice. Pretty obvious stuff, overall. The forced framing story is awkward and unnecessary.

[Athirah Idrus · Rating 4 out of 5]

Finished my first book of September - an illustrated guide by Dan Ariely, illustrated by Matt Trower. It's certainly nothing new, basically a concise guide on social vs market norms that have been explained in Dan Ariely's other books but I love how the idea is put in fun, digestible bits along with illustrations to help elucidate the points.

Plus points for the illustrations for being inclusive ☺️

[Jirawat Ton · Rating 5 out of 5]

เข้าใจง่าย อ่านเพลินเลย

[m · Rating 4 out of 5]

เป็นหนังสือที่อธิบายเศรษฐศาสตร์พฤติกรรมแบบเข้าใจง่ายและมีภาพการ์ตูนประกอบเพื่อขยายความได้ชัดเจน เหมาะสำหรับผู้ที่ต้องการเริ่มต้นทำความเข้าใจเกี่ยวกับเศรษฐศาสตร์พฤติกรรม

[Hëb · Rating 4 out of 5]

Pertama kali mendengar nama Dan Ariely karena buku Payoff: The Hidden Logic That Shapes Our Motivations, kemudian berlanjut ke buku Predictably Irrational: The Hidden Forces That Shape Our Decisions. Keduanya belum sempat aku baca, namun sedikit yang kuketahui, keduanya punya kesamaan tema soal behaviorial economics. Pada akhirnya, aku menemukan buku ini di Scribd dan langsung membacanya karena tertarik, terlebih buku ini disajikan bak komik sehingga tidak membuat jenuh ketika membaca.

Melalui buku ini, Dan Ariely ingin menyampaikan pesan mendasar mengenai behaviorial economics, yaitu mengenai keberadaan "social norms" dan "market norms". Keduanya menjadi inti pembahasan di setiap bab, namun diaplikasikan melalui beragam contoh kasus yang dalam kehidupan sehari-hari. Sebagai contoh, perihal memberikan hadiah. "Kenapa kita cendrung memberikan hadiah dalam bentuk barang, padahal belum tentu orang lain menyukainya? Kenapa tidak langsung memberikan uang yang lebih 'berguna'?". Atau kasus lain mengambil contoh tentang reward yang akan diterima murid/anak ketika harus mengerjakan sesuatu. "Apakah motivasi reward berupa uang memang dapat meningkatkan kinerja mereka? Atau justru lebih rendah daripada pekerjaan yang tidak diberi reward?". Dan Ariely menggunakan kasus-kasus tersebut menggunakan pendekatan "social norms" dan "market norms", lengkap dengan alasan maupun dampaknya. Menurutku, hal ini bisa disebut terlalu repetitif karena tiap bab hanya berganti kasus. Namun mungkin ini cara penulis agar pembacanya semakin paham dan dapat mengaplikasikannya di kehidupan sehari-hari.

Aku sendiri cukup menyukai buku ini sebagai pengenalan awal tentang behaviorial economics. Meski demikian, ada sedikit minus yang kutemukan saat membaca buku ini, yaitu kecenderungan penulis terhadap "social norms". Barangkali akan lebih seimbang apabila penulis juga sedikit menyinggung tentang "market norms".

[Joseph R. · Rating 4 out of 5]

Adam has a lot of tricky problems. He wants to make other people happy but doesn't always make the best decisions to improve his relationships. He gives a friend a ride to work and tries to charge him for the mileage. He gets his mom a ten dollar gift card for Starbucks when she'd rather he come visit. He has a birthday party and doesn't know what to do with the random gifts he gets. He has a lot of struggles. Luckily, he has Dan Ariely to help him out. The author is a character in his own book!

The story quickly switches into a discussion of two sets of norms--market norms and social norms. The two sets overlap because people deal with both. But the norms don't work together well without a lot of thought and careful application. Giving a neighbor a ride to work or a basket of tomatoes from their garden is great. But charging for the ride or showing appreciation by giving money for the tomatoes backfires for Adam (as they probably would for everyone else). The expectations of social interactions usually has nothing to do with cash value. Gratitude, trust, and loyalty are what people need. Social norms don't expect one-to-one exchanges. They are more ambiguous and longer-term.

Market norms are typically monetary and business-like. Money is exchanged for goods or labor. The people you deal with are more like commodity conduits than people. Ariely argues that applying social norms to work situations can make jobs and exchanges more rewarding. Cash bonuses at work are nice, but more loyalty and enthusiasm can be gained through gifts and praise, even when those have the same monetary value as the cash that would have been offered. Ariely persuasively backs up his arguments with studies he's conducted through the years.

The book is entertainingly written and explains the ideas through the example of the fictional Adam's life. The advice is valuable though Ariely clearly favors social norms over market norms for guiding almost all one's actions. That's probably the best way to go, since that makes you treat people like people, a result definitely needed in human society.

Recommended.

[Evan Tate · Rating 5 out of 5]

My reaction to reading the book is that I was really surprised about the financial information the book had to offer. When I first started reading the book, the illustrations were done amazingly and I really liked the book overall. Schools don’t usually teach about financial help and this book helped me with financial issues. This book has other things to offer as well instead of financial help such as social skills and what to do in certain situations. The summary I have written for this plot is that In Incredible Choices, the narrator, Adam, is followed as he deals with the everyday onslaught of decisions. He balances two overlapping, and frequently at odds with one another, sets of rules: market norms and social norms. Much as Adam is influenced by the "market fairy" and the "social fairy," both of which compel him to act in particular ways, these conventions influence our thinking in ways that we frequently are unaware of. Ariely contends that for humans to make wise decisions that result in the best possible outcomes, we must be able to recognize and assess the forces at work in various situations. Incredible Choices is an intriguing and enjoyable manual for learning abilities that will be extremely helpful in both personal and professional life. The main character is Dan Ariely. The writing technique is Creative Writing. The theme is financial and life. What I liked about the book is that It was very educational when it came to help with business or social or financial skills. I really enjoyed the book overall and It was a very good book to read. The thing that I disliked about the book is that the book is long and has some confusing topics. To the people I think will like this book would be people that are first starting a business and need help with social skills. I have never read a book like this before and I’m glad to say this is the first book I read. I highly recommend you read this book if you want to start up a business. Thank you for reading my review and I like this book. It is easy to read and I recommend it.

[Daniel · Rating 4 out of 5]

I loved this... Why don't all authors make their books short enough to get they gist in two hours of reading!

Short primer of behavioral economics in the social and work worlds:

- Social norms (reciprocity, social proof, human connection, experiences) don't play nicely with market norms (contracts, cash incentives/payments)

- Tapping into social norms often results in better outcomes than market norms, and it's also more sustainable (e.g. If you start charging parents for picking up their kids from daycare, they'll actually arrive LATER because they're like, "Oh, I'm busy. It's worth $15 to be 30 min late." Whereas, if they thought that they were inconveniencing teachers and it was socially unacceptable to be late, they are much frequently late. Or, if you tell hotel guest that 75% of their fellow guests use towels for more than one day in order to help the environment, you'll get significantly more guests re-using their towels than if you just said, "Reusing towels helps the environment!"

- Personalized gifts are more meaningful than cash gifts, even though they may be less useful. The recipient will think of you when they use the gift, whereas the cash is like a transaction, and the goal of giving gifts is to strengthen the relationship.

- If you incentivize employee behaviors with cash, then when you remove the cash incentive, the positive behaviors go away and/or the behaviors (e.g. productivity) fall below the prior baseline. Praise and or non-cash incentives are a better long-term motivator.

There's lots of fascinating, super-accessible research packed into this quick read.