We often think we know what we want based on singular experiences, stereotypes, or simple social pressures. But we are typically very, very wrong. In fact, most of the time, we are just making educated guesses. Psychological distance is deceptive, and we often confuse what we want with what benefits us from a self-interest standpoint. In reality, what we do know is simply what we don’t want. This is not the same as wanting the opposite of what we don’t want.

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