With the observation that specific actions or patterns of behavior can always be traced back to one or another of the four fundamental motivational desires (promoting gain, preventing loss, winning approval of one's self, or winning approval of others) we derive the following general rule or principle: all human motivation is profit-oriented.

Human beings do what they do because they believe that they will gain from their actions. If they do not think that they will gain, they will not act, or they will act in such a way as to minimize or to share any anticipated loss.

By its nature, all human motivation is self-centered and egoistic. You cannot think without putting yourself in the middle of your thought. You cannot detect any objective fact without discerning a relationship between yourself and the fact that you observe.

Humans are inner-directed, inner-motivated, and inner-controlled. Every action that you take, as well as every action you refuse to take, will be taken or rejected on the basis of your own anticipation of profit, or at the very least, your avoidance of loss.

Read that sentence again.