Alfie Kohn, a renowned psychologist and independent researcher in the field of human behavior, argues that the basic strategy we use in dealing with children and employees is flawed and dangerous. “Do this and you will get that,” we use phrases like this to get the behavior we want, and often achieve our goal, so this tactic seems justified to us. But in reality, the promise of a reward has only a temporary effect. The author calls not to be content with apparent obedience, but to look for the reasons that caused incorrect behavior. This book is a must-read for parents, teachers and leaders. It is published in Russian for the first time.