The Recency Effect

Mike McAlliwitz: Our behavior is dictated upon what we perceive in the moment recently. The recency effect was something I realized in behavioral science. If there's less money, if we intentionally deprive ourselves of money,  we'll actually start adjusting our business to run more efficiently with less money. We can leverage this to our advantage that if we see a small amount of stuff, we inherently become innovative. Less toilet paper, you figure out and navigate with less toilet paper.