by Robert Evans Wilson, Jr.

The Un-Comfort Zone with Robert Wilson: The Buck Starts Here, MASSAGE MagazineRecently, I participated in a murder mystery weekend at a bed and breakfast lodge. Every guest was given a role to play. There were eight suspects, each of whom had one or more of the following: means, opportunity and motive. Having the means and opportunity were very important, but having the right motivation was key to solving the puzzle.

We interviewed the suspects, collected clues, then presented who we thought was the killer and why. It was great fun, but I failed to figure out who done it. I was very logical and surmised that a suspect with a monetary motive was the one, but it turned out to be one with the emotional motive of anger and revenge.

Nevertheless, money is a powerful motivator. It is the original carrot dangling from the stick.

My friend Bill, a computer wizard, told me years ago, “I always follow the money”—meaning he would learn those computer skills that paid the best. I did the same thing in my early years as a writer. I found journalism fun, but advertising paid better. Subsequently, I pursued advertising work and honed my skills in motivating people to buy.

The exciting thing about money—or more specifically, prosperity—is it is a great equalizer. Prosperity has a way of eliminating envy, hatred and bigotry. Increased wealth makes people more tolerant and giving. The formula for prosperity is simple: economic freedom plus property rights. In other words, minimal regulation and the right to keep what you earn.

Clearly we all know money is a reliable method for motivating people. But if you ever want to discover the motivation behind an action that appears to be random, backtracking the money trail is frequently a good way to find it. For example, have you ever noticed one of your favorite products disappearing from the store where you buy it? It probably means there were not enough customers for it and the store quit carrying it. If, however, you can’t find it anywhere, then the lack of users is widespread and the manufacturer discontinued it.

Sometimes, however, the money trail is even longer and more convoluted. I recall a hot summer day, back in the late 1980s, when, after mowing the lawn, I popped open an ice cold soda pop and drained it in one long gulp. Moments later, I was on the floor with a painful spasm in my back. It lasted nearly 30 minutes, and when it was over I made an appointment with my doctor. It turned out I was allergic to the corn syrup in the soda.

“How could that be?” I asked. I’d drank thousands of sodas without having that reaction. What I learned was that up until that can of soda, all the ones I’d drank before were made with sugar. So I asked, “Why would they switch to corn syrup?” The answer was the cost of sugar had gone up, and they did not want to raise the price. “Why was sugar more expensive?” Because Congress placed a tariff on imported sugar. “Why did Congress do that?” Sugar growers in Florida asked them to because they did not want to compete with low-cost Caribbean sugar. “Why would Congress comply when it would raise prices on all products made with sugar?” Because the sugar growers donated lots of campaign money to a majority of members of Congress. The trail ends, and the puzzle is solved.

It turns out my favorite soda pop is still made with sugar in every country on the planet except the U.S. One day, I’m going to get a craving and drive a thousand miles to Mexico. Talk about motivation!

Robert Evans Wilson Jr., MASSAGE MagazineRobert Evans Wilson, Jr. is a motivational speaker and humorist. He works with companies that want to be more competitive and with people who want to think like innovators. For more information on Wilson’s programs, visit