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Max Riegel
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, by Rory Sutherland

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Many other mathematical models involving humans make the mistake of assuming that 10 x 1 = 1 x 10.
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Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
by Rory Sutherland
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