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Our brains deal with information overload by making decisions that feel comfortable. This is not based on facts and logic but on our instincts. That is why conditioning the mind of those you want to persuade is key to category design and to creating greatness.
Common biases include:
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Get the people that are important to your ecosystem to move toward the future of your design.
Category design is how you condition the minds of people to move with you to a different future.
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