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. Misinformation, fake news, and politicization is affecting how we as a society come to grips with a global pandemic, economic inequality, and racial injustice. If we are to mend the divides between us and grapple with the challenges before us, we need, first, to understand the why. In The Search for Why, Bob Raleigh provides a new model for how to understand human behavior, the fundamentals of why we do what we do. He draws on his experience in market research and public communication strategy and combines that with research in the social sciences, like psychology, cognitive and behavioral sciences, and anthropology. The Search for Why covers topics like: -Why so frequently people seem to act against their own best interests, both in politics and their personal lives -How to better communicate with one another across political and cultural divides -How to craft persuasive messages that meet people where they are, and listen to what they are saying back -Ways you can apply this model to help build a better world, at a personal, social, and global level -What influences our decisions, even when we don't realize it For anyone looking to persuade people, heal divisions, or build better relationships, The Search for Why is a crucial step in the right direction.