There is one thing that governs the way people think, act and behave and that is the desire to feel important. Dr. John Dewey said, "The deepest urge in human nature is the desire to be important." Woody Woodward set out to discover what makes people feel important. In his discoveries he found compelling stories of athletes, millionaires and gang members who are all driven by what makes them feel important. The true discover was how they used this importance to propel them to greatness of misery.