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Rory Sutherland — Behavioral Science, Marketing, and Persuasion (EP.54)

Infinite Loops

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How to Make Solar Panels Pay in a Cockpit

Solar panels are lighter, more efficient and cheaper than anybody would have imagined. But nobody much who isn't meggar rich or unbelievably committed to the environment is ever going to make a one off bet of 30 thousand dollars installing unremovable, immovable panels as a single purchase. The human brain does not like spending a 30 thousand dollar commitment on something that has a one % chance of being a disaster. And soi worth separating the intention of something from the means that are being adopted to promote it.

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