The way people look at the world and the way they think really does matter. The framework i want to talk about was a codified by amazon. This is called cognitive ormeta, recognitive, like cognition thinking. buried in there is a bias for action. And they describe it as, speed matters in business. Many actions are reversible, you don't need extensive study. Then finally, amazon creates a value, a principle, we value calculated risk taking. They took the design of a perews site and put it on web sites so they would move your mouse around with magnifying glass to read it. You know what they did? I kid you not! That's how

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