People prefer things they're familiar with.
People prefer to avoid loss than acquire equivalent gains.
Dispersing your resource allocation in order to reduce exposure to risk.
Feeling positive and negative emotion towards intangible objects based on past associations rather than direct effects.
We tend to most easily recall what is salient, important, frequent, and recent.
Doing one thing means not being able to do another.
Start with what you know to be true.
People only act if they're currently dissatisfied, have a vision for what could be and a path to get there.
Everything in your company breaks every time your company roughly triples in size.
