Doug Lautzenheiser

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Our brains did not evolve to make perfect decisions using mathematical precision – there wasn’t much call for this kind of thing on the African savannah. Instead we have developed the ability to arrive at pretty good, non-catastrophic decisions based on limited, non-numerical information, some of which may be deceptive.
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
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