The author of the famous bestselling book and speaker of TED Talks, Dan Ariely, reveals an interesting new insight into motivation — what this effort is much more complex than we once imagined. Every day we work hard to motivate ourselves, the people we live with, as well as the people we work with. With all that effort, what really underlies us to try to achieve something difficult and challenging, even if the process is quite painful? What really makes us willing to suffer in order to achieve our desires? In this book, Ariely presents a series of his experimental research. He went to Intel's office and conducted tests on the relationship between performance improvement and bonuses, visited patients with acute burns who were struggling to heal, and examined the simple impetus of why people are willing to take the trouble and spend time assembling IKEA products with their intricate instructions. All of this aims to find the root of motivation — how it works and how we can use this knowledge to decide on important choices in our own lives.