"Ownership is not limited to material things. It can also apply to points of view. Once we take ownership of an idea — whether it’s about politics or sports — what do we do? We love it perhaps more than we should. We prize it more than it is worth. And most frequently, we have trouble letting go of it because we can’t stand the idea of its loss. What are we left with then? An ideology — rigid and unyielding."
"Understand that relativity is everywhere, and that we view everything through its lens - rose-colored or otherwise. When you meet someone in a different country or city and it seems that you have magical connection, realize that the enchantment might be limited to the surrounding circumstances."
"In running back and forth among the things that might be important, we forget to spend enough time on what really is important."
"When people think about a placebo such as the royal touch, they usually dismiss it as "just psychology." But, there is nothing "just" about the power of a placebo, and in reality it represents the amazing way our mind controls our body."
"It seems then that instead of consumers' willingness to pay influencing market prices, the causality is somewhat reversed and it is market prices themselves that influence consumers' willingness to pay."