Альфи Кон, known psychologist and independent researcher in area of human behavior, proves that base strategy that we use in intermingling with children and inferiors is vicious and dangerous. "Do that - and will get here it", - we come running to the similar phrases, to obtain the desired behavior, and often we arrive at the aim, therefore such tactics seem to us justified. But in business the promise of reward has only temporal effect. An author calls to be not satisfied by visible obedience, and to search reasons that caused improper behaviour.This book is obligatory to reading for parents, teachers and leaders.In Russian language published first.