> The key to changing everyday behaviour is to make the evaluation of costs (effort) and benefits (rewards) a habit that doesn’t seem too much like hard work. Even for the most apathetic among us, this holds out the hope of turning a kneejerk “no” into an ability to consider saying “yes”.

and this

> But left to his own devices he did nothing. Studies in people who develop apathy have shown that many of them just don’t find it sufficiently rewarding to take action. The cost of making the effort doesn’t seem worth the potential benefit.

seem to form a deadlock?