“Along with data from other research studies, these findings make it clear that when we’re trying to solicit cooperation from other people—be they coworkers, clients, students, or acquaintances—we should offer help to them in a way that’s unconditional and no-strings-attached. Approaching the potentially cooperative relationship in this way should not only increase the likelihood that you’ll secure their cooperation in the first place, but also ensure that the cooperation you do receive is built on a solid foundation of trust and mutual appreciation, rather than on a much weaker incentive system. You’ll also find this approach to be much longer lasting. Otherwise, the moment the incentive you’ve been promising or awarding can no longer be offered or is no longer desired by the other person, the brittle foundation of the relationship may crack, and the cooperative bridge you’ve built up may come crashing down.”