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Save Something Good for the End in Order to Sell Again in the Future: The Peak-End Rule in Service Design

March 6, 2018

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Why do I need to make 5 decisions about my lunch sandwich? In the quest of reaching the limits of excellence, Satisficing is severely under-rated.

January 16, 2018

In the five years I lived in The Netherlands, I became accustomed to the local culture and learned that “lunch” and “sandwich” are almost synonyms. In The Netherlands, sandwiches are relatively simple. There is ham sandwich, cheese sandwich and the “outrageously extravagant” ham and cheese sandwich. Sure, the Dutch cuisine evolved a bit and there are fancier sandwiches that include some lettuce, tomato, sauces etc.


Overall, in The Netherlands, choosing what sandwich to have for lunch is a simple decision that doesn’t take more than 60 seconds of light cognitive effort.