What is your cause? “Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?” What Steve Jobs said to Pepsi executive John Sculley to lure him to Apple. ''Fighting for a cause is known as a force multiplier—the greater the connection to the cause, the higher the morale, which translates into greater force. Such an army can often defeat one that is much larger but less motivated.'' The Laws of Human Nature Robert Greene