Rob Abel began writing the first version of WHY between 2004 and 2007.  At the time, he had the ability to write it, but not yet the full understanding of WHY he had written it. Sensing that the work was incomplete, he chose not to publish it.  Over the next two decades, Rob devoted himself to testing his original theories, observing real-world behavior, and refining the ideas that would ultimately shape this book. Through years of study, experience, and evolution, his early insights grew into a deeper understanding of human behavior and motivation.  A few years ago, with new clarity and expanded perspective, Rob returned to his original manuscript—rewriting and rebuilding This Is WHY Understanding Human Behavior with the knowledge and concepts gained over twenty years of exploration. The result is a powerful, updated work which explains not just what people do, but WHY they do it.