In economic terms, we've always thought of work as a disutility - as something you do to get something else. Now it's increasingly a utility - something that's valuable and worthy in its own right.

Nothing is work unless you'd rather be doing something else.

You have an idea of the way you think it is, and it's not that way at all, it's something else.

I don't want to be normal. I want to be something else.

Experience is what you get while looking for something else.

Typically, if you reward something, you get more of it. You punish something, you get less of it. And our businesses have been built for the last 150 years very much on that kind of motivational scheme.