Ask questions of your actions, and your actions will answer.

This explains why the most important innovations in our lives received the most criticism when they were first introduced – they threatened to disrupt people’s sense of identity, intelligence and understanding.

To make the Goldilocks effect work, brands usually price the medium option higher than the lowest price, but far away from the most expensive price.

‘Winning is not always the barometer of getting better.’

‘Seventy-four per cent of you that watch this channel frequently do not subscribe.’ (This is so specific, revealing and thought-provoking that the brain pays attention to it, bypassing the habituation filter.) ‘If you’ve ever enjoyed our videos, please could you do me a favour, and hit the subscribe button?’ (This is a call to reciprocity – a psych

The fundamental beliefs you hold about yourself, the fundamental beliefs you hold about others, the fundamental beliefs you hold about the world – you’ve ‘chosen’ none of them.

These suggestions may sound insignificant in nature, but the kaizen philosophy believes that it is in fact the smallest of improvements that will cumulatively push the business forward and keep it ahead of competitors that don’t care about sweating the small stuff.

failure and invention are inseparable twins.

‘Type 2 decisions can and should be made quickly by high-judgement individuals or small groups.’