1. "When presented with a choice of either good plus bad, bad plus good or average plus average, everyone is content."

• When forced to do a random allocation of resource in a zero sum manner; consider adding a complimentary resource and doing a reverse allocation of both.

2. Goldilocks principle

• Consumers will always prefer the middle option

3. Placebo effect

• Placebo should require some effort, some cost or involve some scarcity

4. "People choose Brand B over Brand A not because brand A is better but because they are more certain that Brand B is good."

5. Customer always assumes there is a tradeoff

• example: Healthy product will taste worse

6. Reputation Reflex

• Unwillingness to part with money in the absence of a recognizable brand

7. Jack of all trades heuristic

• Assume that something which does only one thing is better than something which claims to do many things (knife v/s Swiss Army knife)

8. Scarcity elixir

• If you declare something highly exclusive and out of reach, it makes us all want it much more

9. "Effective communication will always require some degree of irrationally in its creation because if it's perfectly rational, it becomes like water, entirely lacking in its flavor."

10. "Wanting people to do the right thing for the right reason is asking for too much."

• You give the consumer a behavior and they will supply the reason

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