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An incentive is a bullet, a key: an often tiny object with astonishing power to change a situation

Steven Levitt
Keys, Incentives, Bullets
Steven D. Levitt, Stephen J. Dubner (2006). “Freakonomics: A Rogue Economist Explores the Hidden Side of Everything”, p.22, Penguin UK
An incentive is a bullet, a key: an often tiny object with astonishing power to change a situation