Rory Sutherland, in this albeit older but still very relevant and excellent TED Talk, discusses the importance of psychology in life, marketing, and business. Sutherland, who is, among other things, the author of the successful book Alchemy, talks about the powerful role of perception and framing in influencing human satisfaction and decision-making.
"The power to rebrand things—to understand that our experiences, costs, things don't actually much depend on what they really are, but on how we view them—I genuinely think can't be overstated."
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