C-level executives down to front line supervisors often wrestle with how to tackle the issues, dilemmas and problems that face them. Most strive to influence visible behaviour with rewards and punishments. Fewer use logic and evidence in the attempt to influence others. Far fewer understand that our semi-conscious or pre-conscious Values, Assumptions, Beliefs and Expectations about the way the world is or in their minds should be (VABEs) "trump" solid evidence and rewards in the way people make big, even life changing, decisions. People by the billions worldwide decide in favor of their VABEs over rewards/punishments and evidence.