how incentives shape the world

Instead of saying, ‘The writing in this scene isn’t good enough,’ you say, ‘Don’t you want people to walk out of the theater and be quoting those lines?’ It’s more of a challenge

Ed Catmull • Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration

people don’t buy products when they understand them. they buy products when they feel understood.