we face in a Normas problem in research. On one hand, doing research is terrible. It’s not fun, and nobody really explains to you. How do you actually do it.On the other hand, the benefit of doing research is vast and has enormous impacts beyond the researcher themselves.How do you actually reconcile this? I think this provides a good case for the reciprocity project. If we can simply change the lever, just a little bit to encourage more people to get excited about research, and to love them selves for their doing it, we can change the world. The returns by getting people to feel OK about doing research likely will net much more than I can possibly do myself.