"the stories represented short samples of the things people are most likely to think about or imagine when they are in a state of heightened motivation having to do with achievement. It may be worth considering for a moment why fantasy as a type of behavior has many advantages over any other type of behavior for sensitively reflecting the effects of motivational arousal. In fantasy anything is at least symbolically possible... Overt action, on the other hand, is much more constrained by limits set by reality or by the person's abilities. Furthermore, fantasy is more easily influenced than other kinds of behavior."

“The outstanding people realised that the job involved more than just writing a good strategic plan. It was also important that top management should understand the plan and be prepared to adopt it. Consequently, the best strategists made sure that executives were involved in decisions at an early stage. The less outstanding people didn’t see this, and it had been overlooked by the experts. But, as soon as we showed them our findings, they could see that it made sense.”

“The entrepreneurial role appears to call for decision-making under uncertainty.”

“Understanding human motivation ought to be a good thing. It should help us to find out what we really want so that we can avoid chasing rainbows that are not for us. It should open up opportunities for self-development if we apply motivational principles to pursuing our goals in life.”

“From the top of the campanile, or Giotto's bell tower, in Florence, one can look out over the city in all directions, past the stone banking houses where the rich Medici lived, past the art galleries they patronized, past the magnificent cathedral and churches their money helped to build, and on to the Tuscan vineyards where the contadino works the soil as hard and efficiently as he probably ever did. The city below is busy with life. The university halls, the shops, the restaurants are crowded. The sound of Vespas, the "wasps" of the machine age, fills the air, but Florence is not today what it once was, the center in the 15th century of a great civilization, one of the most extraordinary the world has ever known. Why? ­­What produced the Renaissance in Italy, of which Florence was the center? How did it happen that such a small population base could produce, in the short span of a few generations, great historical figures first in commerce and literature, then in architecture, sculpture and painting, and finally in science and music? Why subsequently did Northern Italy decline in importance both commercially and artistically until at the present time it is not particularly distinguished as compared with many other regions of the world? Certainly the people appear to be working as hard and energetically as ever. Was it just luck or a peculiar combination of circumstances? Historians have been fascinated by such questions ever since they began writing history, because the rise and fall of Florence or the whole of Northern Italy is by no means an isolated phenomenon.”

“Practically all theorists agree that entrepreneurship involves, by definition, taking risks of some kind.”

“It is important, therefore, to understand at the outset the simplicity of this book - what it can accomplish and what it cannot. What it does try to do is to isolate certain psychological factors and to demonstrate rigorously by quantitative scientific methods that these factors are generally important in economic development.”