Reject entitlement Entitlement, the creeping belief that just because you receive something you deserve it, is another risk in our approach. In a sense it’s unavoidable. We are biologically and psychologically inclined to habituate to new experiences. People quickly become accustomed to what is being offered, and it becomes a baseline expectation rather than something wonderful and delightful. This can create a spiral of increasing expectations and decreasing happiness. It’s part of why I like to bring new guests to Google, especially kids. It’s embarrassingly easy to forget how unusual it is
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