The most valuable currency in business is trust.

"La ficción es la mentira que nos permite decir la verdad."

Psychology must be grounded in the reality of the organism's struggle to exist.

The human mind is a set of information-processing machines that were designed by natural selection to solve adaptive problems faced by our hunter-gatherer ancestors.

Communicate everything you possibly can to your partners. The more they know, the more they'll understand. The more they understand, the more they'll care. Once they care, there's no stopping them.