Fairness

People will burn value to punish unfairness. The brain treats inequity as a threat.

Threat & Reward

Response	Trigger	Outcome
Threat	Perceived unfairness, arbitrary rules, hidden agendas	Resentment, decreased trust, sabotage
Reward	Transparent processes, equal treatment, earned outcomes	Engagement, loyalty, advocacy

Research shows people reject unfair offers even when accepting would benefit them. Fairness isn't rational — it's neurological.

Foundations

Fairness maps to deeper human needs:

Framework	Element	Connection
Human Needs	Learning	Capability to grow — fair access to opportunity
Te Whare Tapa Whā	Taha wairua	Spirit — connection to meaning and justice
Behavioral Biases	Reciprocity	We track debts and fairness instinctively

The Leverage

Products and teams that serve fairness:

• Make rules visible — hidden criteria feel arbitrary
• Earn outcomes — meritocracy beats entitlement
• Transparent pricing — unexpected costs feel like betrayal
• Consistent treatment — exceptions create resentment in others

Context

• Foundations — Where fairness sits in human needs
• Incentive Engineering — Encode fairness into protocols
• Reciprocity — The bias that tracks fair exchange
• Principles — Standards that ensure consistent treatment

What rules would you accept if you didn't know which side you'd be on?