[ted id=272] Why do good people do bad things? The understanding of why we do what we do is so complex and at the same time so fascinating. Family, geography, income all tie into it. I find this kind of understanding so relevant to character building and storytelling. As one of the founding psychology professors of the notorious Stanford Prison Experiment, Philip Zimbardo is the leading authority on the subject. If you're in the market for a great book on the subject, The Lucifer Effect is the one.