Infinite Loops Rory Sutherland: Human Behavior, Innovation, and Alchemy (EP.16)
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Jul 23, 2020 
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Flawed Decision-Making
- Many decisions are made assuming economic logic and stated preferences are sufficient.
- This is unsafe, as evidenced by successful businesses like Starbucks and Nespresso, which defied logic and stated demand.
Starbucks Example
- In 1990, no one would have predicted the success of Starbucks.
- People wouldn't pay $3 for coffee in a paper cup then, yet it's now a multi-billion dollar business.
Press Office Brain
- Our conscious mind often creates justifications for decisions made elsewhere.
- These reasons might enhance our status or seem rational, but aren't always accurate.