Let men be happy, informed, skillful, well behaved, and productive. - B. F. Skinner

The ideal of behaviorism is to eliminate coercion: to apply controls by changing the environment in such a way as to reinforce the kind of behavior that benefits everyone.

It is not a question of starting. The start has been made. It's a question of what's to be done from now on.

Each of us has interests which conflict the interests of everybody else... 'everybody else' we call 'society'. It's a powerful opponent and it always wins. Oh, here and there an individual prevails for a while and gets what he wants. Sometimes he storms the culture of a society and changes it to his own advantage. But society wins in the long run, for it has the advantage of numbers and of age.