1. "The opposite of a good idea can also be a good idea."

2. "People don't think what they feel, don't say what they think and don't do what they say."

3. "Difficult to get a man to believe something when his salary is dependent on not understanding it."

4. Psychological moonshot

"Biggest progress in the next 50 years may not come from improvements in technology but in psychology and design thinking."

5. "It doesn't pay to be logical when everyone else is logical."

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