There are many forces surrounding us that encourage us to follow along unthinkingly wherever our greed leads us. We are bombarded by advertising designed to convince us that our happiness depends on material goods. Today’s global culture tells us that having more of these goods is a measure of our success in life, and even of our value as a person. This message comes at us in many forms and from many directions, so we need a clear awareness of how greed works in order to protect ourselves from being deceived by these forces. We can then counteract them with inner wisdom about where real success and personal value come from.