START WITH WHY (SIMON SINEK) - Listening books
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The Importance of Aspirational Messages
Gym memberships tend to rise about 12% every January, as people try to fulfill their new year's aspiration to live a healthier life. Yet only a fraction of those aspiring fitness buffs are still attending the gym by the end of the year. Aspirational messages can spur behavior, but for most, it won't last.
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