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John List: Behavioral Economist and Author of The Voltage Effect: How to Make Good Ideas Great and Great Ideas Scale

Guy Kawasaki's Remarkable People

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Is There a Limit to Choice Overload?

When you put 26 kinds of jelly out on a table, people buy less jelly than if you put five kinds of jelly. Thereare good reasons why to have a de choice set, because people are different. The phone that i want might be very different to the phone that somebody else wants. But it is true that there's a limit to that.

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