We are all far less rational in our decision-making than standard economic theory assumes. Our irrational behaviors are neither random nor senseless: they are systematic and predictable. We all make the same types of mistakes over and over, because of the basic wiring of our brains.

Once you break the social norm and create a new social norm, all of a sudden it can stay with us for a long time.

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.

When people are in severe pain, there's an expression, you're a "pain person," and what that means is that nothing else matters.

Thinking is difficult and sometimes unpleasant.

The companies that provide debt, what do you think their goal is? Is their goal for you to fully understand the cost of your debt? No. So they're basically creating these approaches to make you feel like it is incredibly cheap or just to think about the cost per day rather the cost per year or cost for a lifetime. So debt is very simple mistake.

When you're in pain, tomorrow doesn't exist - just the pain - and the only thing that you want in the world is for it to go away.