Sublime

When you look at customers in a given product category, there seem to be two kinds of people. There are those who want to buy from the leader and there are those who don’t want to buy from the leader. A potential No. 2 has to appeal to the latter group.

mere exposure effect.

Dr. Kurt Beringer, Lewin’s student and an acquaintance of Hermann Hesse’s and Carl Jung’s, became the father of psychedelic psychiatry.

“To swim a fast 100 meters, it’s better to swim with the tide than to work on your stroke”

Keller’s final legacy may not be in how far she was able to go, but how much further others have gone because of her example.

Arthur Koestler’s Darkness at Noon (1941).

In Adler’s time, however, there was no psychologist more concerned with education. To Adler, education was not simply a core task—it was also the greatest hope.

When they made decisions, people did not seek to maximize utility. They sought to minimize regret.

Every company was inspired by his vision: be daring; offer something new and exciting; appeal to people’s willingness to take a chance; and sell an enjoyable experience as well as a product or service.