Book excerpt: EVER WONDERED WHY PEOPLE REALLY DO WHAT THEY DO? (AND WHAT WE COULD ACCOMPLISH IF WE ONLY KNEW?) We need a clear-eyed look at what’s happening in society right now. Social systems are being undermined, or failing, before our eyes. The trust that we once had in organizations, corporations, journalism, education, science, medicine, government—and even one another—is compromised. People are feeling isolated and alone. How do we move forward as a society? How can we connect with and understand one another? How do we find productive ways to communicate, meeting those we are trying to reach where they are and speaking to what’s important to them? And how do we have robust and productive dialogue that (re)builds meaningful, supportive, and resilient relationships and institutions? Bob Raleigh suggests that any approach must start by understanding the why. The Search for Why compellingly demonstrates that we need a better model and follows Raleigh on his career journey to find one. In this book, Raleigh draws on his decades of experience in market research and public-communication strategy, the possibilities of our contemporary era of big data, and groundbreaking research from psychology, cognitive and behavioral sciences, anthropology, sociology, and philosophy, all of which have informed the Model of Why approach that he proposes. For anyone looking to persuade people, heal divisions, or build better relationships, The Search for Why is a crucial step in the right direction.