"Our goal was make the best behavior change resource in existence," he says. "I'm not really aiming to just get famous or something like that and just put out a bunch of stuff that might be useful for me, but not for the world" If you're doing all this time just to make yourself look good, which a lot of practitioners in the space do, then you're taking value from them, putting it into your head, to your lab. So hyper-focused, like just choosing the one thing you can be best at in the world. You can do that today. But I think what you do when I do is try to figure out the best in class for the

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