当我们发现保持不变比改变更痛苦时，我们就会改变自己的行为。后果给我们带来痛苦，激励我们去改变。

A commonwealth is said to be instituted when a multitude of men do agree， and covenant， every one， with every one， that to whatsoever man， or assembly of men， shall be given by the major part， the right to present the person of them all， that is to say， to be their representative.

Brand is just a perception, and perception will match reality over time.