Charlie Munger once asked me: ‘How can someone give away fifty percent of profits and make billions more than if he’d kept it all?’ Before I could answer, he told me about Les Schwab, a tire shop owner who understood incentives better than almost anyone.

What Schwab discovered will change how you think about business and life.

Here are a few of his lessons:

1. Win Win, The Math of Generosity: Les discovered that splitting profits 50/50 with store managers didn’t cut his wealth in half, it multiplied it. His reasoning was pure math: “If I share half the profits, I still have half. And if Frank makes more money, he’ll work harder to make the store successful. If the store is more successful, my half is worth more than my whole used to be.” You get rich by making others rich.

2. All-In or All-Out: At 34, Les sold his house, borrowed against his life insurance, and scraped together $11,000 to buy a failing tire shop with no running water. He’d never changed a tire. His competitors had decades of experience. But Les had something they didn’t: no backup plan. That total commitment forced him to figure it out. One year later, he’d quintupled revenue. Half-measures guarantee half-results.

3. High Agency: Everything is your job. Les bought his first tire shop having never fixed a flat in his life. On day one, a customer needs tires mounted. Les fumbles with hand tools on the cold concrete, making a complete mess until his employee arrives. He insisted on being taught, so the situation never repeated. Sometimes, the only qualification you need is the willingness to figure it out.

4. Go Positive, Go First: Les instituted free flat repairs for anyone, customer or not. Competitors called him crazy. Why fix flats for people who bought tires elsewhere? But Les understood reciprocity: humans are biologically wired to return favors, even those that are unearned. Those free repairs created a loop, doing more marketing than marketing could ever do. Most businesses wait for the transaction before the service. Consistently going positive and going first is the most powerful force in the universe.

5. Dark Hours: Every morning before dawn, teenage Les ran his paper route. Not biked, ran. For two months, he sprinted through dark streets on foot, saving enough to buy a bicycle. While his classmates slept, he earned. By senior year, Les owned all nine routes in town. When your competition sleeps, you can build your lead.