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When Mental Models Attack

Curiosity Chronicle

The Tension Between Mental Models and Investing

4min Snip

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The idea Johnson had was to take the best ideas from his experience at Apple, great customer service, consistent pricing with no markdowns and markups, immaculate displays, world-class products. The idea failed almost immediately. What went wrong in the quest to build America's favorite store? It turned out that Johnson was using a map of Tulsa to navigate Tuscaloosa.

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