10.
It’s a feature (not a bug) that our brains place inordinate value on things directly in front of us, or short-term payoffs, compared to how we value long-term benefits or consequences. We also have a difficult time placing value on single instances of behavior that only have negative consequences long-term and in aggregate. Michael Fergusson, CEO of Ayogo Games, describes this as the “one cup of coffee rule.” For people who need to monitor their sugar intake, like diabetics, putting sugar in your coffee is a no-no. Yet, many still put sugar in their coffee. If they know that putting sugar in their coffee is bad for them, why do they still do it? Because putting sugar in one cup of coffee is meaningless in the grand ...
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