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074 min07Steve Jobs couldn't name his own laptopThe 4-box decision that gave every Mac a job.Apple · 25 Aug 2026 · 4 min063 min06The psychological trick behind Uber's mapUber made waiting easier before it made cars faster.Uber · 18 Aug 2026 · 3 min052 min05The £40 flight that made me suspiciouseasyJet made low prices believable by showing you the trade-off.easyJet · 11 Aug 2026 · 2 min042 min04"Member since": the 2 words worth billionsAmerican Express made customer history visible.American Express · 4 Aug 2026 · 2 min032 min03Red Bull: how they became a media company that happens to sell drinksThe can barely changed. Everything around it did.Red Bull · 28 Jul 2026 · 2 min022 min02Google won by doing one thingThe goal-dilution effect, and why doing less can sell more.Google · 21 Jul 2026 · 2 min012 min01The IKEA effect: why building it yourself makes you value it moreWhy assembling it yourself makes you value it more, and the cake-mix trick that proved it.IKEA · 14 Jul 2026 · 2 min
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