"We are beginning to see that the problem is not to free men, but to design the kind of culture in which they will be naturally good."

"I've often said that my rats have taught me more than I've taught them."

"No one asks how to motivate a baby. A baby is an inexhaustible source of motivation—for itself."

"The way to get things done is not to mind who gets the credit for doing them."

"The future of mankind depends on the application of behavioral science."