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Rory Sutherland

“we do not have full access to the reasons behind our decision-making because, in evolutionary terms, we are better off not knowing; we have evolved to deceive ourselves, in order that we are better at deceiving others. Just as there are words that are best left unspoken, so there are feelings that are best left unthought.fn5”

Rory Sutherland, Alchemy: The Surprising Power of Ideas That Don't Make Sense
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