"For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them."

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If managers knew how deeply their behaviors could affect brain function - whether they are piling up too much work on someone or yelling at them for "motivational purposes", they would quit doing it.

— John Medina