On Motives

“Men are moved by two levers only; fear and self-interest.” - Napoleon


Why do any of us do anything?

Because we believe that whatever we’re doing provides sufficient value for the effort involved.

Eating that second bowl of ice cream, watching that second episode, declining the invitation to that dinner party; all of these choices are a result of our own, likely unconscious, realization that we’re getting more than we would with the alternative.

It’s not a flattering truth to admit, but we are all obscenely selfish creatures.

If you are a leader of any kind, the sooner you can embrace this, the better.


“A soldier will fight long and hard for a bit of colored ribbon.” - Napoleon 




Simon Archibald
Executive Creative Director