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"Be skeptical of anyone who tells you that they have the universal key to success for any situation, especially life situations, business, marketing because things change, things are disrupted. There's a principle in psychology called the wishful seeing bias. And you may have experienced this. You're walking down the street, you're going to go into your favorite store, but about 10ft in front on the sidewalk, you see something that looks like a $20 bill and you race quickly to pick it up before anyone."