Our best work comes from our basest desires. People do what they feel like doing. Strip away the fake morals, the shallow altruism of “second-handers,” and the prison of caring what people think you should do with your life and let yourself (and others) do your best, most authentic work. True impact and lasting goodness come from a central purpose in the individual.

When working with people, discover their most core desires and liberate them to create. As a result, they will do their best work, they will love it, you will love it, and it will be beautiful, and everyone will love it.