The Ben Franklin Effect:
When someone does you a favor, they’re more likely to help you again than if you had helped them.
Why?
Cognitive dissonance.
People assume they help those they like — so after helping you once, their mind concludes: I must like this person.
Cash flows track money in three areas of a business:
operating, investing, and financing.
They ignore non-cash costs — expenses that reduce taxable profit without a single coin leaving the company.
The classic example: depreciation.
The Barnum Effect:
People accept vague messages as deeply personal.
Marketing example:
“Because you’re one of our most valued customers.”
Sent to 2 million people in the same email campaign.
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When making a big decision, pit your key factors against each other until one clearly wins.
Let that factor guide your choice—as long as the rest are good enough.
The Paradox of Focus:
When you fully seize one opportunity, others tend to appear.
Move decisively in one direction and new possibilities unfold.
The way to have more is to focus on less.
The simplest way to avoid competition is to be genuinely yourself.
No one else shares the exact mix of your ideas, values, and life experiences.
When you create from that authenticity, you naturally become your own niche.