If you have a spare 20mins (ha ha ha.) watch Rory Sutherland’s TED talk about perceived value. Interesting stuff.
http://www.ted.com/talks/rory_sutherland_perspective_is_everything.html?awesm=on.ted.com_Sutherland&utm_campaign=&utm_medium=on.ted.com-static&utm_source=facebook.com&utm_content=awesm-publisher
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