In 2008, Elon Musk and Jeff Bezos attended a private behavioral economics masterclass where Nobel Prize-winning psychologist Daniel Kahneman introduced a powerful concept: priming.

Priming is the idea that subtle cues, such as words, images, sounds, or environments, can unconsciously influence how we think, feel, and act.

A simple trigger can shape decisions before we’re even aware of it.

Kahneman’s research revealed that much of human behavior is driven by automatic mental processes, a lesson that would later influence how many of the world’s most successful companies design products and experiences.

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