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07Issues published weekly since July 2026.

074 min read07Steve Jobs couldn't name his own laptopThe 4-box decision that gave every Mac a job.Apple · 1998Tuesday 25 August 20264 min readApple · 25 Aug 2026 · 4 min read 063 min read06The psychological trick behind Uber's mapUber made waiting easier before it made cars faster.UberTuesday 18 August 20263 min readUber · 18 Aug 2026 · 3 min read 052 min read05The £40 flight that made me suspiciouseasyJet made low prices believable by showing you the trade-off.easyJetTuesday 11 August 20262 min readeasyJet · 11 Aug 2026 · 2 min read 042 min read04"Member since": the 2 words worth billionsAmerican Express made customer history visible.American ExpressTuesday 4 August 20262 min readAmerican Express · 4 Aug 2026 · 2 min read 032 min read03Red Bull: how they became a media company that happens to sell drinksThe can barely changed. Everything around it did.Red BullTuesday 28 July 20262 min readRed Bull · 28 Jul 2026 · 2 min read 022 min read02Google won by doing one thingThe goal-dilution effect, and why doing less can sell more.GoogleTuesday 21 July 20262 min readGoogle · 21 Jul 2026 · 2 min read 012 min read01The IKEA effect: why building it yourself makes you value it moreWhy assembling it yourself makes you value it more, and the cake-mix trick that proved it.IKEATuesday 14 July 20262 min readIKEA · 14 Jul 2026 · 2 min read

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