PART IV

Filling the Box

In this part:

• There's no such thing as ‘useless’ knowledge
• The brain is lazy
• The power in brands
• Associations
• The context rules

‘To be successful, you need to challenge yourself and your business continuously, to think creatively and innovatively, and learn more all the time. In this part, we're going to take a closer look at four aspects of human behaviour that can contribute new pieces to your puzzle to put in your box, so that when you shake it you'll get more combinations to interpret.’