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…advertisers should focus on generating interest, not on creating top-of-mind awareness or on persuasion.

…research suggests that people are typically unaware of the reasons why they are doing what they are doing.

Because we do not realize that our psychological immune systems can rationalize an excess of courage more easily than an excess of cowardice, we hedge our bets when we should blunder forward.

Whenever you put yourself in circumstances that really suit who you are… your brain releases dopamine: the neurochemical that’s… so important to attention, cognition, the ability to anticipate pleasure and reward, and much else.

…extrinsic focusing on trouncing the competition or a monetary reward can actually decrease our intrinsic motivation to pursue a goal.

…the awareness of true reality is an experience, not an idea, that in fact requires a ‘radical refusal of thoughts’ in favor of a simple state of attending to the moment.

It’s often said that virtue is its own reward, but love and its corollary of kindness confer other major benefits on those who practice them.

Attending to pleasure is a reward in itself, but savoring also boosts your quotient of positive emotion, which in turn expands your focus and may confer health benefits…

Intrinsic motivation – deep engagement in the work – can drive people to surprising displays of seemingly unrewarded effort.

Customers don’t always tell you exactly what they are thinking. Sometimes they don’t want to share everything; sometimes they aren’t even aware of everything they are thinking and feeling.