Berry Brains 01/15/2020

Early humans were great at mentally cataloging berries. We'd quickly learn which ones would provide a quick snack, and which ones would do harm.

Modern humans treat brands in much the same way. As we get older, we grab the familiar logo over the strange new offering.

Of course, this kind of pattern recognition thrives in fear, where safety and consistency is top priority. When we feel safe, a whole new class of choices emerge.

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