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A great article: 'Our primary biological drive includes hunger, thirst, and sex. The other long-recognized drive is our response to rewards and punishments in our environment. Cheating is a byproduct of high-performance cultures. Pressure to achieve (to win) is the number one reason people cheat.Those who win are respected regardless if they broke the rules; cheating is perceived as an acceptable means to achieve a higher goal, but the reward encourages us to focus on the short-term win rather than the long-term effect — incentives narrow our vision\. The most critical drive is “Intrinsic Motivation: ”behavior that is driven by internal rewards — it arises from within because it is naturally satisfying to you.