One can try to evade the problem by adopting a ‘morality of intentions’. What’s important is what I intend, not what I actually do or the outcome of … - Yuval Noah Harari

In a world in which everything is interconnected, the supreme moral imperative becomes the imperative to know.

Telling effective stories is not easy. The difficulty lies not in telling the story, but in convincing everyone else to believe it. Much of history revolves around this question: how does one convince millions of people to believe particular stories about gods, or nations, or limited liability companies? Yet when it succeeds, it gives Sapiens immense power, because it enables millions of strangers to cooperate and work towards common goals.

When the Spaniards first arrived in Mexico, natives bearing incense burners were assigned to accompany them wherever they went. The Spaniards thought it was a mark of divine honour. We know from native sources that they found the newcomers’ smell unbearable.)

Consumerism tells us that in order to be happy we must consume as many products and services as possible. If we feel that something is missing or not quite right, then we probably need to buy a product (a car, new clothes, organic food) or a service (housekeeping, relationship therapy, yoga classes). Every television commercial is another little legend about how consuming some product or service will make life better.