In the book we explore five psychological contradictions. How do we aid decisions without limiting choice? Boost loyalty without increasing compensation? Trigger action without forcing a response. We can start to see the same thing in so many different contexts that we can borrow from those applications, or borrow from those executions of gold radiant fo forthe challenges of our own once we understand the problem that we're solving. Amd: Are there more contradictions that need to look at?

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