To assume the best about another is the trait that has created modern society. Those occasions when our trusting nature gets violated are tragic. But… - Malcolm Gladwell

An innate gift and a certain amount of intelligence are important, but what really pays is ordinary experience.

"A Maven is a person who has information on a lot of different products or prices or places. This person likes to initiate discussions with consumers and respond to requests," Price says. "They like to be helpers in the marketplace. They distribute coupons. They take you shopping. They go shopping for you....They distribute about four times as many coupons as other people. This is the person who connects people to the marketplace and has the inside scoop on the marketplace. They know where the bathroom is in retail stores. That's the kind of knowledge they have." They are more than experts. An expert, says Price, will "talk about, say, cars because they love cars. But they don't talk about cars because they love you, and want to help you with your decision. The Market Maven will. They are more socially motivated."

So why don’t Americans cheat? Because they think that their system is legitimate. People accept authority when they see that it treats everyone equally, when it is possible to speak up and be heard, and when there are rules in place that assure you that tomorrow you won’t be treated radically different from how you are treated today. Legitimacy is based on fairness, voice and predictability, and the U.S. government, as much as Americans like to grumble about it, does a pretty good job of meeting all three standards. Pg. 293