The biggest red pill to swallow:
1. Stated preferences - What someone's words say they want.
2. Revealed preferences - What someone's actions say they want.
If you want to guarantee a life of misery, follow words and ignore actions.

Useful razor:
• If someone uses words to show you they want something, ignore it.
• If someone uses actions to show you they want something, trust it.
Your brainOS will naturally go in the opposite direction - so you have to reverse it.

Imagine 2 identical twins:
Twin 1 studies people's words.
Twin 2 studies people's actions.
They would live fundamentally different lives despite everything else being identical.

Golden rule: Words are just a bad proxy for actions.
You can trust action because it requires proof of work.
It takes more units of energy to produce an action than to produce words -- so actions are much less likely to be faked because you have to pay a price.

The worst marketing campaigns I've seen have come from relying on customer surveys (words)
The best marketing campaigns I've seen have come from ignoring customer surveys and look at their actions.