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The more one seeks to rise into height and light, the more vigorously do ones roots struggle earthward, downward, into the dark, the deep — into evil.
We assume we are rational decision makers, but in fact there are many biases and heuristics that our mind uses to influence most of our decision making. These heuristics can be leveraged by brands and marketers to achieve their objectives, whether that is for the benefit of the environment or selling goods and services.
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