There are two ways of making money: make desirable things or make things desirable, and the laws of psychology are more malleable and cheaper to work with than the laws of physics.

0:00There are two ways of making money. You can either make desirable things or you can make things desirable. And there's not much you can do about the laws of physics. Whereas the laws of psychology are magnificently malleable. >> We know about you, but do you know uh what you're getting into at all? >> Up to a point. I know of the podcast quite well. I know that you're like

0:28recently a uh kind of a social media star even though you've been killing it for decades. Uh I heard a story about how someone just started like uploading some of your talks and it went viral and then you said maybe I should do this. It happened I think accidentally and I've kind of reverse engineered what happened which is that most marketing people talk about what they do and my argument is of

0:50necessity I started talking about how we think and consequently um you know the willingness to accept the fact that surprisingly arbitrary seeming trivial decisions may have a monumental effect on is actually necessary to have a proper understanding of living in a complex inter you know interconnected system. You know if you believe there are important strategic things and then there are trivial things which you delegate down to junior people