I wonder if there is a way of saying the degree to which I can know you better than you know yourself. How do we align incentives to make that happen? There are technologies and techniques designed to hack into my automatic actions in my brain, my cognitive biases and heuristics that I operate within overriding whatever my desires are who I've committed myself to. So how do we change business models and align incentives in society so that people do act in a fiduciary responsibility position where they're given new insights about themselves by these tech tools?" "We use the decoding to reclaim control over technology that we have allowed to control us," says Dr Andrew Keen.

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