Doug Lautzenheiser

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This is an important metaphor for the contents of this book: if we allow the world to be run by logical people, we will only discover logical things. But in real life, most things aren’t logical – they are psycho-logical. There are often two reasons behind people’s behaviour: the ostensibly logical reason, and the real reason.
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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