The ik effect is this idea that we attribute more value to things that we've created with our own hands than we would otherwise objectively place value on. We're going to talk about some of the most dangerous mental errors you don't know you're making, and see if they can be avoided. But i know for sure, also, some of these mental errors that people make, you can use to your advantage. And so it's called the ik effect, because you go build this, like, objectively pretty shitty furniture that ika sells h but you put it together yourself, and all of a sudden you feel you've placed your own self worth into this piece of furniture.

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