| Authority–because the world works better when things are coherent and predictable and someone is in charge | Freedom–because people free to speak up and find their own path are able to weave a civil society out of chaos |
| Affiliation–because being in sync and engaged with others makes for a happier life | Conformance–because doing what you’re told is safer and telling people what to do is easier |
| Inconsistent–Change is fine if it makes things better, even if you want to call me a flip flopper | Consistent–Because it’s safer to stand for something and not reconsider it |
| Hero—Someone needs to save the day | Bystander–There’s too much on the line, and I’m not the one to do it this time |
| What will they say?–keep an eye on those that are watching me | What will my mom say?–doing the right thing, even if someone is looking, and especially if no one is |
| Belief–because it’s a narrative to quiet the chatter in our head | Proof–because science works |
| Change–because things can get better if we let them | The status quo–because change is risky |
| Civility–because we’re working to keep it all from falling apart | Conflict–because if you can’t handle it, get out of the way |
| The long haul–because none of it is worth it if we poison ourselves | The short run–because the long haul manages to take care of itself |
| Service–because our heroes sacrificed for others | Profit–because making a profit is the market’s way of rewarding service |
| The strongest–because the pack moves fastest if the strongest are supported and rewarded | The slowest–because we’re only as good as the way we treat the weakest among us |
| The cusp–because progress is interesting | The middle–because proven is better |
| Family first–because you take care of your own | Community first–because everyone is in your family |
| Emergencies–because this pain needs to be addressed right now | The long game–because the emergencies never end |
| Show your work–because finding an error in my math helps us both, transparency pays | Opacity—I don’t need you cherry-picking an argument with me |
| Pay it forward–because someone did it for me | Put your own oxygen mask on first–because I might not get another chance |
Excerpt from Seth Godin’s blog