Opportunity/Obligation Distinction

The Opportunity/Obligation distinction distinguishes between This is related to towards vs away framings, and carrot vs stick.
 * 1) things we do because they feel like obligations, responsibilities, virtuous actions our ideal self 'should' take, and related frames.
 * 2) things that we are excited to do, that feel like opportunities to improve something we care about.

Semantic inversion: the should/could inversion is a handle for remembering this concept, reminding you that many instances of the word should can be replaced with the word could.