Psychology

Why We Buy: To Forget We Will Die

Steven Pinker

“We’re living in primate heaven. We’re warm, dry, we’re not hungry, we don’t have fleas and ticks and infections. So why are we so miserable?” – Steven Pinker, Born Sep. 18, 1954. Why not, Steve? Because we are all damned with the inescapable knowledge of our own eventual demise. It’s a pants-shitting fear that constantly …

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Your Memories Are Imaginary (And Easily Altered With This One Trick…)

Susumu Tonegawa

“Recalling a memory is not like playing a tape recorder. It’s a creative process.” – Susumu Tonegawa, Born Sep. 6, 1939. This little secret Susumu shared above is one reason why persuading and influencing people like we do can be so dangerous. See, when you recall a memory, you’re not accessing a permanent record. You …

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How To Overcome Impostor Syndrome Forever: Kick It In the Jim-Jams and Bolt Past It

Beyoncé Knowles

“I think it’s healthy for a person to be nervous. It means you care – that you work hard and want to give a great performance. You just have to channel that nervous energy into the show.” – Beyoncé Knowles, Born Sep. 4, 1981. When I mentor people or consult with them, I frequently hear …

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What to Reveal and What to Conceal When Making an Irresistible Offer

Geoffrey Beene

“The greatest concubines in history knew that everything revealed with nothing concealed is a bore.” – Geoffrey Beene, Born Aug. 30, 1927. When it comes to sharing invaluable information with your audience, give away as much as you can. Ideally, give away what others try to sell. Drown people in quantities of quality… But always …

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When People Are Driving in Circles, They’ll Pay a Toll to Take Your Exit

John Locke

“As people are walking all the time, in the same spot, a path appears.” – John Locke, Born Aug. 29, 1632. People are not that different. We all think we are unique snowflakes, but humanity is a blizzard. While there are always exceptions, we are built the same way, and we have similar lives. Routine. …

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How To Create Fear and Use It To Guide People’s Choices

H. P. Lovecraft

“The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown.” – H. P. Lovecraft, Born Aug. 20, 1890. There’s a cognitive bias all humans have called “the Ambiguity Effect”. Fancy science says: It describes our tendency to avoid choosing options for which missing …

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People Don’t Want Options – They Want You To Decide For Them

Napoleon Bonaparte

“Nothing is more difficult, and therefore more precious, than to be able to decide.” – Napoleon Bonaparte, Born Aug. 15, 1769.⁣ ⁣ Isn’t this what influencers, persuaders, gurus, etc. actually do? ⁣ ⁣ We give people the precious gift of an easy decision.⁣ ⁣ Without our help, there are too many confusing options that keep …

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