Incentives matter, one journalist gets the point

In an recent interview journalist and co-author of Freakonomics and Superfreakonomics Stephen J. Dubner was asked:

Q. For people who aren't going to read any book about economics, no matter how entertaining or unconventional it is, what is the one thing in this book that you would want to get across to them?

A. That incentives matter. And that cheap and simple fixes are vastly underappreciated.

You'll get no argument from me on that.

(HT: Coordination Problem)