Sun Tzu teaches that we all do what we are rewarded for doing. However, what we are rewarded for doing depends on our methods and skills, that is, the means we use to get rewarded. To understand and predict behavior, we must understand both what people see as a reward and how their particular skills limit their potential rewards. (More on the Sun Tzu's types of rewards and who pursues them move to the Strategy School blog. ) When people make their living by "talking" as opposed to "doing" they tend to focus more on status rewards because their talk must influence the doers to be successful.