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The Business of Choice: Marketing to Consumers’ Instincts by Matthew Willcox

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3. The Natural History of Choice

The choices humans make today are driven by our evolutionary history, or human nature.

There’s an opening line I’ve used at a number of technology conferences where I’ve been a speaker; it has never really had the effect I’m going for, but for some reason I persist in using it—a bit like an uncle who always tells the same joke even though no one ever laughs at it. The line is this: “Most of the people talking at this conference are here to tell you about what will happen in the next six months. I’m here to remind you what has happened in the last six million years.”

While I may need to find a better way of saying it, there is a truth in it. We can only really hope to get close to guessing what will happen in the ...

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