The Retail Industry Has Its Own Headache:

I Always Found The Appeal To The Market Gods A Bit Odd. Why Would The Market Fix Mistakes Instead Of Aggravating Them?

The Bad News Is That Ignoring The Performance Of People Is Almost As Bad As Shredding Their Effort In Front Of Their Eyes. Ignoring Gets You A Whole Way Out There. The Good News Is That By Simply Looking At Something That Somebody Has Done, Scanning It And Saying "uh Huh," That Seems To Be Quite Sufficient To Dramatically Improve People's Motivations.

We Have Very Strong Intuitions About All Kinds Of Things — Our Own Ability, How The Economy Works, How We Should Pay School Teachers. But Unless We Start Testing Those Intuitions, We’re Not Going To Do Better.

Money Actually Becomes Even More Difficult Than Other Things Because It's Very Hard To Imagine What The Benefits Are To Saving. So, Imagine That You See A New Bicycle, A New Pair Of Shoes, Or Something Today. You Know Exactly What You Are Giving Up If You Are Not Buying It, What Are You Gaining In The Future If You Are Not Getting It. So, You Are Giving Up The Bicycle Today, What Is It In The Future? What Will Happen If You Send Another $1,000 To Your Retirement Fund? What Difference Will It Make? It Is Very, Very Hard To Figure Out.

If You Think Of People As Making Decisions Actively, Every Time We Think About The Cup Of Coffee, We Say, "how Much Will I Enjoy The Cup Of Coffee, What Else Could I Not Do In The Future Because I Buy This Cup Of Coffee?