"We’re rebranding," Julian declared. "We aren't offering this to everyone. The Eco-Service is now an exclusive invite-only tier for our 'Platinum' members. We limit the slots to 500 customers per city. We tell them the quietness is a feature—'Silent Night Delivery'—so they don't wake the baby. And we raise the price by 15%."
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: the idea that humans are irrational creatures whose behavior is guided by perception and emotion rather than objective utility. Key Takeaways & Lessons "We’re rebranding," Julian declared
: If the train is slow, don't build new tracks—put Wi-Fi on the train so people enjoy the time. We limit the slots to 500 customers per city
Small, seemingly unimportant changes can have massive psychological impacts (e.g., adding countdown boards to train platforms reduces the pain of waiting).
Julian loved self-help business books, but he was impatient. He didn't want to read the anecdotes about the Ottoman Empire or the history of the potato; he wanted the bullet points. He wanted the cheat codes.