Na ral e ol ion fa ors self in eres

Some al r is ic beha ior is in fac self in eres ed

Social recogni ion
Fear of disappro al
Shame
A oid g il

Our fears are alwa s more numerous than our dangers, Seneca

Fear is o r mos basic emo ion

Being fle ible and learning a arie of op ions o choose from is a grea al e
O r brain is ired o percei e before hinking, o se emo ions before reason
Reprod c ion is he cen ral ac in life
Once he indi id al passes he fer ile ime is seless o e ol ion
Pro iding reso rces increase s r i al ra e
More reso rces, higher s a s in socie
Rejec ion h r s as m ch as ph sical pain
Man na res are alike; is heir habi s ha he se hem apar , Confucius

We en o r s people e like
Based on firs impressions!

IQ and alen s are horsepo er, ho e er o p is based on ra ionali

Do no le irra ionali and people opinions ge in o a

H mans are so hard o each, b er eas o decei e

28 biases
A a a a a a
Crea e nega i e emo ion if o o change a beha ior
Pas e periences are of en con e dependen

U a a a
Yo ge ha o re ard for!
The chains of habi s are oo eak o be fel n il he are oo s rong o be broken
Praise is more effec i e o change beha ior han p nishmen
Freq en re ard ork be er
Immedia e loses are preferred
We do no impro e he man e hang! We impro e o hers b him.
Make people share he pside and he do nside
Roman arc b ilder m s s and nder i
Make clear link be een performance, re ard and ha o an o accomplish