All powerful messages must contain an element of absurdity, illogicality, costliness, disproportion, inefficiency, scarcity, difficulty or extravagance – because rational behaviour and talk, for all their strengths, convey no meaning.[...] Meaning is conveyed by the things we do that are not in our own short-term self-interest – by the costs that we incur and the risks we take.
-Rory Sutherland
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