Once we know something, it becomes hard to imagine what it feels like not to know it.
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Behavioural principles
Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.
Once we know something, it becomes hard to imagine what it feels like not to know it.
More quotesWhen quality is hard to judge, price becomes a shortcut.
More quotesEasy-to-process things feel truer, safer, and more appealing.
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