“Don't try to inspire people with fear. It doesn't work well, and it doesn't last long. When you scare someone, you activate that person's amygdala, the emotional center of the brain. The reaction is swift and hot, as one would have when confronted with a threat. The problem is that an action that starts in the emotional centers of the brain bypasses the judgment and executive function areas of the brain as well. As a result, the reaction may be intense and immediate, but it is also often uncoordinated and transient.”