How the architecture of the human brain affects decision

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Go to http://www.youtube.com/watch?
v=u4ZoJKF_VuA (or
http://www.ted.com/talks/simon_sinek_how_great_leade
rs_inspire_action/transcript?language=en
for a transcript) and view (or read) Simon Sinek’s 18-minute
Ted Talk, "Start with Why, " and briefly describe:
1. How the architecture of the human brain affects decision- making
2. What this means for a firm that is trying to recruit and retain
employees that “fit”
3. What this means for a firm that is trying to build customer
loyalty

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