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Paul Craven & Rory Sutherland on Magic & Alchemy
The Human Risk Podcast
What's Your Client's Objective?
Too often the norm is a long boring technical presentation. Most people when they go to buy a car, yeah, there will be some techies amongst them that want to know some specs and everything else. But actually, it's how they sit, how they feel it. Is he on a boot space for the golf clubs? Can my husband or wife drive it? You know, will it be comfortable with the kids? Because they usually put Kumail girl Hotru's,. They had a Ford North America says that car making is 100,000 rational decisions in search of one emotional decision. Brilliant. And I think that's your point, Paul. There are really good examples out there where
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