In this book Robert West explores the science behind motivation, delving into the Machiavellian art of persuasion and examining the roles that incentives, praise, and punishment play in our society. This lively and humorous book reveals simple yet game-changing principles that will transform your understanding of motivation and set you on a practical path to achieving your personal and professional goals. Robert West is Professor of Psychology at University College London and an Associate of UCL's Centre for Behaviour Change. He is Editor-in-Chief of the scientific journal Addiction, and he has published more than 800 scholarly works including books on behaviour change and addiction. Jamie West is a writer, performer, and musician. He holds a BA in English from UCL and an MA in Creative Writing from Birkbeck University.