Do you wonder why people continue to do the same things over and over, every day, every month, every year, and wonder why they get the same results? I love this quote from from “The Book of EST” by Luke Rhinehart. The wording is, of course attributable to Werner Erhard:

Look.

If we put a rat in a maze with four tunnels and always put cheese in the fourth tunnel, after a while that rat will learn always to go to the fourth tunnel to get cheese.

A human will learn to do that too. You want cheese? Zip zip zip down the fourth tunnel, there’s the cheese. Next day you want cheese? Zip zip zip down the fourth tunnel and there’s the cheese. Now after a while the Great God in the white suit moves the cheese to another tunnel. Zip zip zip goes the rat to the fourth tunnel. No cheese in the fourth tunnel. The rat comes out. Goes down the fourth tunnel again. No cheese. Rat comes out. Goes down the fourth tunnel again. No cheese. Comes out. Down the fourth tunnel again. No cheese. Comes out.

Eventually the rat will stop going down the fourth tunnel and look elsewhere.

Now the difference between rats and human beings is simple: THE HUMAN BEINGS WILL GO DOWN THAT FOURTH TUNNEL FOREVER!

FOREVER!

HUMAN BEINGS COME TO BELIEVE IN THE FOURTH TUNNEL.

Rats don’t believe in anything; they’re interested in cheese.

But the human being develops a BELIEF in the fourth tunnel and he comes to MAKE IT RIGHT TO GO DOWN THE FOURTH TUNNEL WHETHER THERE’S CHEESE IN IT OR NOT.