“The godfather of this twisted but ingenious way of seeing the world is surely the American comedian Dick Gregory, who was one of the first black standups to perform before a mixed audience. Early in his career, when a heckler in Chicago yelled a racist profanity, he responded: “Say that again, please. My contract calls for $50 every time that word is used.” Gregory later wrote an autobiography which, over the objections of his publishers, he insisted on giving the title Nigger. It is dedicated to his mother. “Dear Momma – Wherever you are, if you ever hear the word ‘nigger’ again, remember they are advertising my book.””
This column will change your life: reverse incentives | The Guardian