The Idea That You Will Make The

We Should Teach The Students, As Well As Executives, How To Conduct Experiments, How To Examine Data, And How To Use These Tools To Make Better Decisions.

The Idea That You Will Make The Right Decision Every Time Is Very Unlikely.

People Are Willing To Work Free, And They Are Willing To Work For A Reasonable Wage; But Offer Them Just A Small Payment And They Will Walk Away.

Money Is All About Opportunity Cost. Every Time You Spend On Something, That's Something You Can't Spend On Something Else.

Brands Communicate In Two Directions: They Help Us Tell Other People Something About Ourselves, But They Also Help Us Form Ideas About Who We Are.