: Offers a 1-page PDF summary focusing on how irrationality can be used as a tool for economic and political change. Scribd (Notes by Sohil Gupta)
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: Logic says everyone wants a sweet drink; Red Bull succeeded by being expensive, small, and tasting slightly medicinal. : Offers a 1-page PDF summary focusing on
Tastes arguably bad, yet is highly successful because it embraces irrationality in branding. Red Bull succeeded by being expensive