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Thanks for the post on dead person values. As much as I love the framing, i see merit in applying the principle of inversion, especially in an age of abundance of voice. If you've tried to pick a.place for dinner for a group of friends, you would know the value of subtracting. The path to genius first avoids stupid. But there may be more when it comes to values. ACT seems interesting. I'll try and understand it better.

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Thanks for the shout-out! Here are stories on two very famous names. First name is prospect theory. Brought a Nobel prize to Kahneman. In his words, they changed the name because the term ‘value theory was misleading, and we decided to have a completely meaningless term, which would become meaningful if by some lucky break the theory became important. “Prospect” fitted the bill.’

Next is even more famous. Dilbert. ‘Any name you give him, somebody’s going to be a hater. So you’re taking people out of the equation as soon as you name him. Maybe it’s a name they’ve heard of. There’s a reason why it’s Dilbert and not Bob, you know?’ This is from Scott Admas..In both examples, the creators came up with names that worked around any pre-existing associations that may have distorted the intended meaning of their idea–be it a concept like prospect theory or a comic character like Dilbert.

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