Tonight's #BusinessatBedtime reading comes from "The Choice Factory: 25 behavioural biases that influence what we buy" by Richard Shotton. A book that is more than just tried and tested business theories. It is also packed full of examples and suggestions for how you can apply the theories to your own business too. 

This reading is called "States of Mind" taken from the chapter "The Curse of Knowledge"

Buy the book at https://www.richardshotton.com/the-choice-factory