This, from Rory Sutherland:

Logic requires that people find universal laws, but outside of scientific fields and once human psychology has a role to play, it is perfectly possible for behavior to become contradictory.

A tax rise can cause you to work less because the returns of your labor are lower, or work harder to maintain your present level of

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25 lessons from Rory Sutherland: 1. A flower is a weed with an advertising budget. 2. Consumer research is great at telling you what people did, it's terrible at telling you what people will do. 3. To reach intelligent answers, you often need to ask really dumb... See more

“These reductionist metrics effectively treat humans as though they were freight, they turned transport into a logistics problem which free of psychology” – Rory Sutherland