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"As a company, we are focused on immediate satisfaction, so that our short-term solutions often become problems in the long term."
"My wife Becky and I have decided that the most powerful way to make sure our children never use drugs will be to make them link drugs with intense pain" ~ Page 72
"We must remember that pain and pleasure shape all our behavior, and that pain and pleasure may change our behavior." Conditioning requires that we understand how to use pain and pleasure.
"Change is not a question of ability. Usually, it is almost always a question of motivation." "Preliminary assumptions program us to accept things that may be true or false" ~ Page 255
"It seems that many people today are deterred by the very idea of being heroes, perhaps because of a desire to evade responsibility, which they feel will involve it" ~ Page 671