What many people call “transportation” . . is at its very essence not about road or bridges, nor vehicles or technology, and not even about money. Above all it is about people, their needs, fears, desires and the decisions they make. And the backdrop — real and mental — against which they make those decision. The transport planner needs to know more them and take this knowledge into the center of the planning and policy process. What makes them tick, individually and collectively. What do they want and what they are likely to resist. And people, as we all know, are intensely complicated, personal and generally change-resistant. . But if we take the time and care we can start to understand them, at least a bit better. Which is a start.