Brands Communicate In Two Directions:

Giving Up On Our Long-term Goals For Immediate Gratification, My Friends, Is Procrastination.

Disasters Are Usually A Good Time To Re-examine What We've Done So Far, What Mistakes We've Made, And What Improvements Should Come Next.

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.

We Can Think About How We Reduce The Pain In Paying. So, For Example, Credit Cards Are Wonderful Mechanisms To Reduce The Pain Of Paying. If You Go To A Restaurant And You Are Paying Cash, You Would Feel Much Worse Than If You Were Paying With Credit Card. Why? You Know The Price, There's No Surprise, But If You're Paying Cash, You Feel A Bit More Guilt.

If You Have Loans, The First Thing You Want To Do Is Say, "okay, Look I Have A Credit Card, If I Really Need To Borrow, I Have This Emergency Money That I Can Get, But For Now There Is No Reason For Me To Keep Cash At Zero Percent Interest Rate And At The Same Time, Pay All Of This Money Out. So, I Think People Need To Figure Out Quickly How To Pay Loans And How Much Cash They Should Really Keep.