People want to do Zero Work and Make More Money

People want to do as little work as possible while getting as much reward as possible, and the author argues that anyone trying to change someone's behavior should weigh the work they ask for against the benefits they offer. The piece gives examples such as people picking up a $20 bill from the ground but not digging into a sewer drain for more, choosing credit cards based on perceived rewards, and waiting in line for hours for a free bucket from Finn's. It states that behavior change is work and that rewards can include dopamine, saved time, reduced effort, and cash, with the closer someone is to "asking nothing and giving something," the more likely they are to change.