Today’s guest is Ri_h_rd Sh_tto_
Nudge
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The Generation Effect: How to Use It to Your Advantage
The generation effect isn't just about removing letters. The underlying principle is you have to give your audience a little bit of work to do. Now think of the classic economist ad. I never read the economist management train the age 42. To me, this sounded very similar to the IKEA effect. So I asked Richard if the two linked.
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