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Date: Tue, 09 Jun 2026 18:00:34 +0000 (UTC)
From: Insane Founder <lavena@insanefounder.com>
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Subject: The cognitive bias that keeps your business from growing
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^Hi! Welcome. You being here means more than you know. Knowing it resonates=
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)^^. I write about psychology for founders. Why? Because scaling a business=
 means knowing ourselves first.^

_Happy Tuesday, founders, _

Let=E2=80=99s quickly do a little experiment.=20

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=E2=80=94=E2=80=94

### The certainty effect

In 1979, Daniel Kahneman and Amos Tversky published what would become the m=
ost cited paper in the history of Econometrica: Prospect Theory. A direct c=
hallenge to the dominant economic assumption of the time: that people make =
decisions by rationally calculating expected value.=20

Seven years later, building on that foundation, they went further. In=C2=A0=
[Rational Choice and Framing of Decisions](https://web.archive.org/web/2019=
1126173606/http://www.cog.brown.edu/courses/cg195/pdf_files/fall07/Kahneman=
%26Tversky1986.pdf), they designed the experiment you just did above to tes=
t a specific question: Does the presence of certainty alone change how we e=
valuate options?

When given the first set of options, 78% of participants chose Option A wit=
h the guaranteed $30, even though the expected value of Option B ($45x0.8=
=3D$36) is 20% higher than Option A.

In the second set of options, when certainty was removed from C and D (both=
 had a 20-25% chance of winning), 58% of participants chose Option D, the l=
ower-probability but higher-expected-value option.

Kahneman and Tversky called this [the certainty effect](https://en.wikipedi=
a.org/wiki/Certainty_effect): we systematically overweight outcomes that fe=
el guaranteed, and underweight outcomes that are merely probable,  even whe=
n the probable option is objectively worth more.

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=E2=80=94=E2=80=94

### The cost of certainty effect

Not all risks are equal. Some opportunities carry a small, defined downside=
 and a large, variable upside, which investors call an **asymmetric risk/re=
ward ratio**. The potential loss is capped. The potential gain is not.

These are structurally the best bets available to a founder. And they are e=
xactly the ones the certainty effect causes us to walk away from.

The reason is straightforward: asymmetric opportunities are inherently prob=
abilistic. The upside is never guaranteed, and that is the point. But becau=
se the brain overweights certainty and penalizes anything that merely _migh=
t_ pay off, it discounts the opportunity below its actual value.

View image: (https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,forma=
t=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/dfcb42f1-f692-4=
8ad-a612-f665f3bd3b58/Asymmetric_risk-reward_ratio.png?t=3D1781023178)
Caption:=20

We encounter these situations regularly and pass them on: a partnership wit=
h unclear revenue implications but real distribution potential; an early-st=
age investment bet on a technology that is not yet proven; or access to a d=
eal with no obligation to participate but meaningful optionality if it perf=
orms.

When we=E2=80=99re in business for years, the certainty effect makes us pri=
oritize certainty and safe options in our operations.

So we apply the same cognitive pattern to run the business outside its oper=
ational tasks: we don=E2=80=99t enter the new market, we don=E2=80=99t sign=
 the strategic partnership, we don't make that investment.=20

We tell ourselves we'd better play our cards safely, because the machinery =
of running a company rewards bounded, predictable decisions over probabilis=
tic ones.

That=E2=80=99s when our growth plateaus.

_And that was exactly what happened to our company: the minute we fell into=
 this cognitive bias and stopped stepping outside of our comfort zone, we b=
ecame stuck at the same revenue and team size for years._

The uncertainty of the upside triggers the certainty effect, and our brain =
discounts the possible outcome relative to the certain non-outcome of doing=
 nothing. The calculation is not "what is the expected value of this opport=
unity", but "this outcome is not guaranteed; therefore, it feels less valua=
ble than it is."

Sometimes, all it takes is to deepen our understanding of cognitive biases =
and remind ourselves that being adventurous and a risk-taker is what got us=
 here as entrepreneurs in the first place.

=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=80=94=E2=
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=E2=80=94=E2=80=94

### How to avoid falling into the certainty effect

We make decisions in cognitive biases all the time; to avoid them, we need =
to shape the decision architecture around them.

**1. Separate evaluation from commitment**

Oftentimes, when we evaluate an opportunity, it feels like we=E2=80=99re al=
ready committing to it. But the moment we separate the two, the weight of t=
he emotional uncertainty decreases.=20

Always recognize that optionality is not uncertainty.=20

**2. Make the cost of passing explicit.**

We do not naturally calculate the expected value of inaction. The opportuni=
ty cost of a deal that was passed on is invisible.=20

Making it visible, even approximately. What is a realistic return if this p=
erforms? How does that compare to the cost of the capital sitting idle?

**3. Notice where in your business is affected by the certainty effect.**

Founders routinely make probabilistic bets inside the company, on features =
that might not be loved or on markets that are not yet proven. That=E2=80=
=99s when we operate under expected-value reasoning, rather than falling in=
to the certainty effect.=20

We are not used to distinguishing between types of decisions; it applies th=
e same heuristics to a product bet and a capital allocation decision.=20

The trick is to recognize our own decision inconsistency and correct it to =
capture value that others leave behind.

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=E2=80=94=E2=80=94

### Key takeaways=20

* The certainty effect leads us to choose lower-expected-value options simp=
ly because they feel guaranteed, even when the probable option is objective=
ly worth more.

* When evaluating an opportunity, separate the evaluation from the commitme=
nt; looking at a deal is not the same as taking it, and recognizing that di=
stinction alone reduces the emotional weight of uncertainty.

* Price the cost of inaction. The opportunity cost of passing on something =
never arrives as an invoice, so make it visible financially: what is a real=
istic return if this performs, and what would the cost of keeping the capit=
al idle be?

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As always, hit reply if something in here hits home.

Until next week,
Lavena=20

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style=3D"font-size:1rem"><div style=3D"display:none;max-height:0px;overflow=
:hidden;"> The certainty effect, and why we undervalue opportunities we can=
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lass=3D"f" align=3D"right" valign=3D"top"><p> June 09, 2026 &nbsp; | &nbsp;=
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K5K96HvxOJxLtWweYntAW6SThrvIeSvOZbQK7hg84rLkjMW6e5RztHfQ6MOiPHllkk0iGiV7T9e=
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uINM4T5KCm00uCwQadtdMMJfvLUZMsmWg8SVhnFQkNctB5Qpvwkb3EdfY2j8KmDXUF9XCGGN_ft=
we0_VtlaDwLZ8lRHi9KXFwacE2kAZDqBZM_Oa9p5ZXrHALeIn1-DmdvzhLLxxO55vDAZP8XOCKR=
WqCxo3Y7gUu7Mbt3vUP_tjRR3rWxeN6W_MJRJ6hzxiNIdQbFOmmuOpjIBQLdD4FHx9t17Y2tfxc=
mQX8J0UlIkcEPQ1MeWoOuMxhLXQAT9xDQloHqSPkhyoxQe83ukN2S9Zkgs-LDV6wGoDlads6pr-=
CE6vGgmlTkFaVpAMB-wbluSekk8V2Np4HJXVV5sPNSxIc93fzR2eMaiEzEr0Bg1svPWHS0vBmO5=
yqBqkjFF3ENXYC8AgVAHTVVXfnJwsfaoVBCJRjphesdHjwhwyR1B5iCJVy49LxwtKns7sgZ-b7a=
ptNw_8KttYCkkJzi0j09_JRtYLYQ4ysYvu37PLOl7LePdWedS2cvlyMlTBeVQkpAwjJLiKm3rfM=
h_Yrg6JxdECVi64AbAj6uVpkKRA9rA8TZHy9aHXkJSEb1gRmqFkPXY3_lqz7by2PbR7Rm4rwls9=
CmaB2fFzytoABiQJ4-FjRLEsrmvMBh2U/4rc/HY7ZNXdnTFuLv4FjG27HfA/h0/h001.GMouH-U=
ejsrzMWqwEeREhbub9nukzK1FY-RLR7y81oA">Listen online</a> &nbsp; | &nbsp; <a =
data-read-online-tooltip=3D"true" href=3D"https://elinke47.insanefounder.co=
m/ss/c/u001.gaaA1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6SThrvIeSvOZbQK7hg84rLkj=
MW6e5RztHfQ6MOiPHllkk0iGiV7T9eptDlSAi67WRjjlaMjqxB6kzn0wy-PGsH6u4isc-Fwo8Md=
qAmC0InzMz3xS03s97WLfUuMdpx6nKecEzVANjpfSiXdqZXJvASYhGpbLsfQWk4Z8kJckfX_Ka4=
3GDDOb_dVTspBNnAB5bKq4fp2CoK1BuINM4T5KCm00uCwQadtdMMJfvLUZMsmWg8exslde9KB2A=
q5A_8WVLKegsjfHXqS-jpFEtcPWoy_Hx187tEeqM9Z0RRYbyux5HqUv-LXNWdpk8MJju8HBBirc=
yNXYAIzc_YDxFxnxErlIThjEIs3wMTra4LJ898HM0EUqpPROifeCwRxBFKon9Rcd0-SlCBVZbp8=
uy-_8QJYC2aaCfVVsc20Sxz7dk6gR1hH4TWqa_aYDNlMauHN4KhOZWOjfAD-KQnACWTkMvw1q5K=
w3oW9RQyXBNWv3xUNDHT8fJ1nKpDqGsuZfGf66gYroS_FoR_LhyvwXOYJDQIIIBfuQQemPsFw0n=
Lfbps8BhY39esSVQZ5bL-l5Bzp7FuTpHVkDJZbmGvkQRtmQ9dR-UkdUfaz6bbTDov7WTf__EMet=
GT9MMd8yVzfKzfxam09Zm7rjadMj20mVrDzMT2ZV-sGrqnqeZA7WKWX8ZmzITrT_MKejluHh2kE=
4gqmG9__ILqi1rIcpVkXRvxuG8FGsNf1zaOfe4pfe9WlNJTt_h5f6-yjz8pM9jB1PuhHYWD9ms7=
fTW9ZFp3gTMwCzlU6Xmj7LHBsL9zfSDuah7oSMneQ/4rc/HY7ZNXdnTFuLv4FjG27HfA/h1/h00=
1.x9dOE9NyRTzMkWpm8xdBWkj84FBOFjz3dMT65GnAQDM">Read online</a></p></td></tr=
><tr><td class=3D"dd" align=3D"center" valign=3D"top" style=3D"width:100%;t=
ext-align:center;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cell=
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><tbody><tr><td style=3D"width:620px;padding: 0px 0px 0px 0px;text-align:ce=
nter;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.AISvUUSVjDpr=
nRD9tNkLRcGmfW09rMevMnXoY8ocgH8FEEph4_faUYYmEmj9kWr6IvCRZA85YlSyYmWvjkZBJoD=
zeKr6tv1xRUFnemXtRVpOB67AJTIyllQUyshE40po02z0fMalyGa-xZ2lAI6K58MDAJxcvv8zSJ=
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QzvMR7RZGahlgz1XBRYK3sRHjuricAR0YIYbuAPJA/4rc/HY7ZNXdnTFuLv4FjG27HfA/h2/h00=
1.MAsnLdUdcfmaAlvD_s3e0QeTIffT1ZRhe39nC8uB7_U"><img alt=3D"" width=3D"620" =
height=3D"auto" border=3D"0" style=3D"width:100%;height:auto;border:0;displ=
ay:block;outline:none;text-decoration:none;margin:0 auto;" src=3D"https://m=
edia.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,format=3Dauto,onerror=3Dred=
irect,quality=3D80/uploads/asset/file/698927e8-034b-4606-a502-d5cb1884b92b/=
4.png?t=3D1744055011"/></a></td></tr></tbody></table></td></tr><tr><td clas=
s=3D"dd" align=3D"center" valign=3D"top" style=3D"padding:15px 0;"><table r=
ole=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0=
" align=3D"center"><tr><td align=3D"center" valign=3D"top"><h1 style=3D"tex=
t-align:left;font-family:'Spectral',Georgia,Palatino,serif;font-weight:400;=
font-size:32px;color:#000000FF;padding:2px 0;line-height:38px;"> The cognit=
ive bias that keeps your business from growing </h1><p style=3D"text-align:=
left;font-family:'Karla',-apple-system,BlinkMacSystemFont,Roboto,sans-serif=
;font-weight:normal;font-size:20px;color:#000000FF;padding:5px 0;line-heigh=
t:24px;"> The certainty effect, and why we undervalue opportunities we can&=
#39;t guarantee </p></td></tr></table></td></tr><tr><td align=3D"center" va=
lign=3D"top" class=3D"dd"><table role=3D"none" width=3D"100%" border=3D"0" =
cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td aling=3D"cente=
r" valign=3D"middle" class=3D"mob-stack"><table role=3D"none" border=3D"0" =
cellspacing=3D"0" cellpadding=3D"0" align=3D"left" class=3D"mob-stack" styl=
e=3D"width:100%;"><tr><td align=3D"left" valign=3D"middle" style=3D"padding=
: 5px 0px 5px 0px;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cel=
lpadding=3D"0" align=3D"left"><tr><td align=3D"center" valign=3D"middle"><i=
mg src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,format=
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40" alt=3D"" style=3D"display:block;max-width:40px;border-radius:50%;positi=
on:relative;border:4px solid rgba(0,0,0,0) !important;left:-4px;box-sizing:=
content-box;z-index:10;" border=3D"0"/></td><td width=3D"5" style=3D"width:=
5px;">&nbsp;</td><td align=3D"left" valign=3D"middle" class=3D"g" style=3D"=
position:relative;left:8px;width:100%;"><p style=3D"padding:0px;color:#0000=
00FF;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.gaaA1Gye7IN0=
8GIPmsK5K96HvxOJxLtWweYntAW6STivg70WaLOgT9v43I-wQIP0BuofKm6h3pVdRQp1_kcxEKG=
GnzfhT_-uvhNtOk5kSWfqf2cQPmkysBs7-aELGyoLT_s48fYqYLZmqgGOntGhO8hiRcmM2OfhfV=
--LiitNx9b9bLhSiOLYhupTyD07JoMZNOraL9RSya1096FGTddRcX8GJfx6uvXPaoG-STDtZkHI=
gMUJdW8LQvXWQrfHmY_u1ut-FsVBNM_v3T0iO4z6dCUNi5SHokcU33xF9YEVzZdk1ACDJJgPT2a=
Vdmbm_Cy4JVD9e-OaMXlV0_LMtYktdhtBHvg5Pax4QnLuZKmMW84XZzrz4DURIoQm7khaHlPVdP=
nEQLSTSkY5YoRsYXqOw1JeZMezcdpZnqvRzXxCgS7JL2E-FreQnxtR11Kn3Mf2wy3b_Qrqx2X_6=
yU_SQ9SY0lYWhYo7stEdG89CoqKebIKe1s-JZge96-BswEYDr7GlRPnbBWwjx-55uwnPSWhCj2u=
urFBYqIXqCPQOTi4cgXAzkndWsswDIDY49xZw4U9drB8eb4zbD0BhgPMFFfXrg5G9xeztIHnDFo=
SFFgAuJwN37zZg2RmCoUNf-txfgamh0NQU_drVnA2vSJFSwUoLXq8LrlaGpuv3Xx-07FV6Y02oU=
s3IaIlMd7oR6xju27Nkm-N5GEYF96I07LinNGa3n4L9XqgAD2UkGBg_edV4kFse_MXM2p58We2a=
P5YAPgNHsp8FLdydGS9-D1rzIGXMe7q6aOGZsta2I-MNmRf7Rm-haobXEDScokZQrEgdq2C1nNy=
hy64gyJSv9YAcAhzMEAwT_Tynj4jKtxIhlqPuk/4rc/HY7ZNXdnTFuLv4FjG27HfA/h3/h001.4=
_g4aKdaz860SMX_W5DaYNbCRGPf-Jn0tqwLdwRdsMI" target=3D"_blank" style=3D"colo=
r:#000000FF !important;text-decoration:underline !important;font-style: nor=
mal !important;">Lavena Xu-Johnson</a></p></td></tr></table></td></tr></tab=
le></td></tr></table></td></tr><tr><td><table role=3D"none" width=3D"100%" =
border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td><=
table role=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpaddi=
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x;margin-top:15px;"><tr><td align=3D"left" valign=3D"middle"><table role=3D=
"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"left"><tr>=
<td align=3D"left" valign=3D"middle"><table role=3D"none" border=3D"0" cell=
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1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STjFiIC4LQTMqEVxlWHQn4NHp15XgVhzaMQulHW=
QL6378tSWY6AWKKkG7EX40D_BLDQjFeG3X6ZMsz-911Ep7DUEXyyjfCjaxLeS6nbtyt_vemCjt5=
N9KE_U_TH3gEqYRP7bE8763B-X7P40LI4pSmvewyJFy1s7LsA7mtrE2u_r_HUVGmLrF9KvyJNBK=
eXJgLBSuVZY0dFehgd8LfUgMcCbwQ4U8Mm9gxLSS7onvD33kSGjq5AYt7yg5taf3ykm-sgiJwJ6=
-8T7yuAQIle6ZGxv3KOggMNMbWT5Tp6i90fVVgW7IEumOuEEK7U1NZvezJBmr7a0grBhaWk0ngf=
MXkS59_uXWbM6bDuJMVcyi2gzBhS0SwxdJdmw4yZhz9SyACUWguWAUWWoGOxvro0CrYHnnkz6V4=
oWCEJ28nG98e-j9_iWRvUnpkUss02j_XOWEbi5SakdOFbnPOPjn-i3OnDjL-eIEu5VpHMc3q8b-=
68OKsnbfpAlYYGu8MZZM-ArYCwmmYQgmwSw9_qWBSki6JTnr2oxSPJ94Dgz7ZVywSjbXhXSMPTa=
6SQl26admduSX1NcXsKXuHNbC8w_az9UuWtLb5uoCIUleArzYJ1PWif9Fzb-6b7Z_aRhGjKjO1H=
5Jj6gN9KzPRdRmP9bSICTk1DJCw3b9Y42PgyPj4aOjJqpXffSoRut-k2oJGThuf542a3hfmJDX8=
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ZUEtyGGukcDdkDe3Uo2GKGfPw9cQ2ws2sr8xc-3iYti1tM7E5DynJu7AoCR4ehrc2dSH3gBqp-k=
YV_HaSVvZD0BpVaQHeZHsUHz1fSAbpieu6s/4rc/HY7ZNXdnTFuLv4FjG27HfA/h4/h001.OwCz=
QYZZuYBfZ0vgkeT2hZSGP03u4oXr-lqzw6d8knE" style=3D"text-decoration:none; dis=
play:block;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellpaddin=
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y5CGaEgP6SZYL9WpmW18T83olzp5HDphydDj2Xq1ac4qKf-e29Zxj8B7OhHGd1teyBXHTsQf42O=
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T3-eE2Hi133k66I6TdPhvrcJqjzCkhRAsIhR74FKeCIiuMbJBBGhBhKJ2zJlCklTlp6ZFpI_MeD=
RsQwtFdK3aR6wL5FXDBB-gEfBCKHylM4sggItcJWNdz_WUggt3XkxIkSrWRfzwkLZoRp8AzNDhV=
432lJ1JNvIZmBBvrvUcCU1DN2F-jC2FKTzX_P4tPhuujify672MGhmYmur7GGjmKz0tcXRJuAOU=
Ivwhn6ue8QrsgnUe_TtuHJF9Ixgxe3sFhHhKrgKzqwkY5C4_8Vw85RAo97Sw41a8uUiQACa9tN0=
7TF2jZElLtb5qbSB3PYAzA4ScHXZ2sQtjK6hKBVLmy_VFPJmqreuKmq0pcr9qaftE4dj2ACl957=
BiHOA3fR1rts_frjQrNSKc_dmdwIYu6aSww__ljvv8QxaO1WFV8TIlmKBw9MslGbQutFSpOGKgl=
jpManKm8MRa2Q4Ap6Ly7hsS-yRMs9TI1PiWqmJb3tcgUiu5bTyNbjhObLiMZDT8hftj4kwdVgCk=
o7R2aMbQ/4rc/HY7ZNXdnTFuLv4FjG27HfA/h8/h001.kiHbfo56CNYCSidB3aMm6EH2rR8Port=
N36c45mLGplY" style=3D"text-decoration:none; display:block;"><table role=3D=
"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><t=
r><td align=3D"center" valign=3D"middle" style=3D"border: 1px solid #E5E7EB=
; border-radius: 100%; width: 18px; height: 18px; padding: 8px;"><img style=
=3D"display:block; width:100%; height:100%; max-width:18px; max-height:18px=
; object-fit: contain;" alt=3D"share on threads" width=3D"18" height=3D"18"=
 border=3D"0" src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-do=
wn,format=3Dauto,onerror=3Dredirect,quality=3D80/static_assets/header/threa=
ds.png"/></td></tr></table></a></td><td width=3D"8" style=3D"width:8px;">&n=
bsp;</td><td align=3D"center" valign=3D"middle"><a href=3D"https://elinke47=
.insanefounder.com/ss/c/u001.AT3-eE2Hi133k66I6TdPhlb-iZ9lau5wPrZlmTE1GK7ku2=
ZyGAYRPp3MG8xy-rjmWSy5qcKK5K9mrXDTvCpSe29yVKZAUiCI39k2WwssQwqSL8zkxbGQLBYs1=
XkkmuWIXYKq-12woK1vGfSbKsz04WN7S6B5Lqz242UHKorKyQyFWnEyENfyFHVMQxeYiI3c1gph=
yKP2nlkTTQ_rTfR7n3xbJgbw83nR413MQmGBtWCUMITnJCj3baiiGiewy3cBdzUeawJzE5seUaX=
KTBBcetW95Fxw9UjQWfq8qpJX5rxHnnUsXKlHt_yGmKXFT5_tqjkdn3rEhphgg-Yhg_RnlvhhLX=
sBta8mauV3yl2fTOlHiZjifthJ4Vd-0MHw4L20j09idKkiIntf6tcvbABYXbzp9qH2NM-VZw8Jw=
hqhbjDa1CAaYQU1lRDPqBTnsxku/4rc/HY7ZNXdnTFuLv4FjG27HfA/h9/h001.3f4heMgQcLY4=
HF-LrdT0bWK3Eh54VLd4WmVTOHFAbBc" style=3D"text-decoration:none; display:blo=
ck;"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" =
align=3D"center"><tr><td align=3D"center" valign=3D"middle" style=3D"border=
: 1px solid #E5E7EB; border-radius: 100%; width: 18px; height: 18px; paddin=
g: 8px;"><img style=3D"display:block; width:100%; height:100%; max-width:18=
px; max-height:18px; object-fit: contain;" alt=3D"share on linkedin" width=
=3D"18" height=3D"18" border=3D"0" src=3D"https://media.beehiiv.com/cdn-cgi=
/image/fit=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/stati=
c_assets/header/linkedin.png"/></td></tr></table></a></td></tr></table></td=
></tr></table></td></tr></table></td></tr></table></td></tr><tr><td style=
=3D"line-height:0;"><div data-open-tracking=3D"true"> <img src=3D"https://e=
linke47.insanefounder.com/ss/o/u001.Ifrzp5d3VAqNdzQRQROF4w/4rc/HY7ZNXdnTFuL=
v4FjG27HfA/ho.gif" alt=3D"" width=3D"1" height=3D"1" border=3D"0" style=3D"=
height:1px !important;width:1px !important;border-width:0 !important;margin=
-top:0 !important;margin-bottom:0 !important;margin-right:0 !important;marg=
in-left:0 !important;padding-top:0 !important;padding-bottom:0 !important;p=
adding-right:0 !important;padding-left:0 !important;"/> </div></td></tr></t=
able></div></td></tr><tr id=3D"content-blocks"><td class=3D"email-card-body=
" align=3D"center" valign=3D"top" style=3D"padding-bottom:15px;"><table rol=
e=3D"none" width=3D"100%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" =
align=3D"center"><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 1=
5px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt=
:150.0%;"><span style=3D"color:rgb(103, 114, 91);"><sup>Hi! Welcome. You be=
ing here means more than you know. Knowing it resonates with you keeps me g=
oing. I&#39;m </sup></span><span style=3D"color:rgb(103, 114, 91);"><sup><a=
 class=3D"link" href=3D"https://elinke47.insanefounder.com/ss/c/u001.bpfNd0=
WUME1E9_0kM61ss20A6eYu3Kq770NwzQBXkDmB5VFLBSNs4j0q0WZ_47fINpnPAH_h58nWpTuxW=
QBHyo-wp9_D_Q_4207L58iFucPY2wCb58S_2-G1Y8ynXwVmL_bp4OOWrTtUuh-i6bY_kJk5HDM9=
LzdtyalZ04G4FXfCC0goJAEQUAexczUAvmtXUFhfHoDJNSkxEFlCXkPyCMW1OuV8_APhgyj6CA5=
_Ig4j3FduIHD0OvUSW8Oh3-wJWfykBGUJTVMSRg5MgiycLQ/4rc/HY7ZNXdnTFuLv4FjG27HfA/=
h10/h001.ViR81vrtek3D-Pf8gdn5p4P2ZiuoGltvfEc2ebHG_9s" target=3D"_blank" rel=
=3D"noopener noreferrer nofollow"><span>Lavena Xu-Johnson</span></a></sup><=
/span><span style=3D"color:rgb(103, 114, 91);"><sup>. I write about psychol=
ogy for founders. Why? Because scaling a business means knowing ourselves f=
irst.</sup></span></p></td></tr><tr><td class=3D"dd" align=3D"left" style=
=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"ms=
o-line-height-alt:150.0%;"><i>Happy Tuesday, founders, </i></p></td></tr><t=
r><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left=
;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> Let=E2=
=80=99s quickly do a little experiment. </p></td></tr><tr><td class=3D"dd" =
align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-w=
ord;"><p style=3D"mso-line-height-alt:150.0%;"> Imagine I present you with =
two monetary options: </p></td></tr><tr><td class=3D"e" align=3D"left" vali=
gn=3D"top" style=3D"padding:15px 15px 12px;"><h3 style=3D"">Click on the on=
e you would choose</h3></td></tr><tr><td class=3D"ee e " style=3D"padding:0=
px 15px 15px;"><div style=3D"margin-left:0px;" class=3D"edm_outlooklist"><t=
able role=3D"none" border=3D"0" cellspacing=3D"4" cellpadding=3D"0" align=
=3D"left" style=3D"min-width:300px;"><tr><td style=3D"width:100%;border:1px=
 solid rgba(50, 50, 50, 0.17);padding:6px 12px; border-radius:4px;"><a styl=
e=3D"font-style:normal;text-decoration:none;" href=3D"https://elinke47.insa=
nefounder.com/ss/c/u001.gaaA1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STjcn4CTnV6=
XYwGjYbXAsThQnDvsKrRjUIEFWn_lNVfzhUz8_m9oWyHBSW08meJN6E73LT4zv7A7l7aV9dByo_=
RXO-VkK_TGPJJjM4CDlUShnVZJsNDe07my1FoCRMhqTjKYv4EDpvJhLQ5hT4Be58qXJcZWuYCeZ=
MiOPGvwOqLRLTh-wYvvCDFoAXyzv-RpO7Csf-f5-VfAQP2VcEG87eWvZrBWuZqQncL5D5KdJArV=
BHIzhYXGK9d4QwSWxfVqTBpV5fqDUMXG0P0zJ_yoCcRIWVU607i5jRRWQ1bGM3CW-2DT4L5b1ZR=
LzYG0WlQ9wfpHr8qGbCIcDjzUYBCpwMqWElwdK11xfm8vNJ13c2XKBp5r4eCXoFsI_lA94YimuY=
__UXyzPChDneWhfcrauNhS3XqhMLsRP1nzZv_esGuc2WluyiUdcRHSG9XLa42rRAyaLywfSEnF7=
k2kSX1kmVKfQbl05Q9Ijcxam00iVVUmwW64EgryWhUpD1ynPs9iDbRUuWczJ6Sziu3K40pVXyyX=
DwVilets4xvkmG8eu-SqOAaWjj9Q7D4lVqMzx9cIzc04MhTv_b9Qm7WZNKvtFdfi22dS2L2UmiI=
rtQYD9Cp5qPqAVrVfpMkFXR8VPBqeuBfMmanplwtZgrhQwCREqXnipTPMvHcnZWsmJqJocK-lTK=
fMPcMCcwQO71CvB-1-5yNShdtrPKmPngAVJ_M1e7gKvbRyjuZmgv9V2nZ6kKN0w95SI_DA8Qbik=
150CLnPKDXRJ8RCZXp6SRKKVxcDJysqSFtzdT0jztSJBrjHD2yveU69M0kUC822Lqmh7wqz6U5k=
1KN1806MGzjeQQwrh-vlQ1isQcGoKs90c-Y_UUCZYtD2GnqiHbLfxKBgxW6wrVghpCiD8jbNt0n=
R15Z7NAQkWxcnJCWMZwK4ekhs2F-7OsCVst7yzT2Aw_b_p_mhPLhNvaJ6QKYCyWxpPSLOnK3rmq=
fgZ-ALYCXn0ePWKH4OT4VkYFFsSbNzxrzk1LQLp6KDefMk_HwT8tqe72XrvTcw/4rc/HY7ZNXdn=
TFuLv4FjG27HfA/h11/h001.pLVFZWKXHf7La2JDoxJLqHxrnogjPj5Te4dNoRAS7QM"><p sty=
le=3D"font-size:14px;color:inherit;"> Option A: A guaranteed $30. </p></a><=
/td></tr><tr><td style=3D"width:100%;border:1px solid rgba(50, 50, 50, 0.17=
);padding:6px 12px; border-radius:4px;"><a style=3D"font-style:normal;text-=
decoration:none;" href=3D"https://elinke47.insanefounder.com/ss/c/u001.gaaA=
1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STjcn4CTnV6XYwGjYbXAsThQnDvsKrRjUIEFWn_=
lNVfzhUz8_m9oWyHBSW08meJN6E7ah42xnf_MiIMElZ64WnTy_6C2w_xoOR5nwms1C5wyaLphCY=
_FIEXPwg4BytyvyDkoje_PN83GJ4b9x-5Ls0EpcbbBAhqGf-DaVdfDlpbIZrBXGv4n79PdoyuRq=
lQW-7C-oxACydUagMZXkXJqw7fivqM3ikmivL_ssUgAdAGQ8L15Dpg1AQBdG8YorqK369Pa5knE=
SCNTf-iH2U4TAXklVJJyd90SMNjXXgl_VNUYMGZMAzSLfL4uCyru2FiR2l93REMQNihS7YVunal=
aRp6lJjFBBiWr0VCEkXsrdqV-3hA3oap_1pdaW7rq_vjMCauZ7rHJtIhUV_SSCsOBkaK1aurn-B=
e-RogoMcn2SOM90ioLzX8r3C7ApqmCECeyMZD6eq_UfmNULoS8d63m8I-b6_Q_XOeHihMitUdog=
RrLmdbihE3Ac5oAxoxo8glX8FmhEwQbljKTNfBI1XYnqs7UFba0WvD3R6cU9ITHQDur_mMPzh2d=
1Irq-UWXD-jK20zcWR9ziOIJA1LEE_Pm-8g17adLhOT9fbkm22awprGAiPorPZrQkccyaCV5UZU=
KR-pXiaf-HT7qB76NFua3CSHnYCdLtiE2DpyQJ3caAWtjDS38gZ4yT5cpLFrpYAFSk7n1STZhTb=
kRDlJehtn0lJutClK3gQhv4tBb8UiQg-himi1ZogiNexbhGWejm9Gkwjud9bvv5-fZstFisG9AV=
xCGSP3qG14C7kWM05mg-kkWa1aYLdZH0QEA7ucVTNFwJv7kwwDN7hWoXuGsOAIlnq9c0FYpj8Bg=
sPsy1-XhOCQnrtjuCRACzvCeINZyCK-I01_-ds6zujqz1nD9EKM0K8dm4afKD38Khis4FEPgNX4=
6ekpYwA120EDG495C80EXV3Dl-wimXi3tVlh8VDKexF2K593qJsXfqQ_DoPnzJVAK1vdGa0cqPF=
mWMGLm17zGwygOUwsT2Ul03bdkS49UT9db/4rc/HY7ZNXdnTFuLv4FjG27HfA/h12/h001.eN13=
snsNI3utDWHfdat9Qli4bHub_2gHREtOK-zB7y8"><p style=3D"font-size:14px;color:i=
nherit;"> Option B: An 80% chance of winning $45, and a 20% chance of winni=
ng nothing. </p></a></td></tr></table></div></td></tr><tr><td class=3D"dd" =
align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-w=
ord;"><p style=3D"mso-line-height-alt:150.0%;"> Next, which would you choos=
e between these: </p></td></tr><tr><td class=3D"e" align=3D"left" valign=3D=
"top" style=3D"padding:15px 15px 12px;"><h3 style=3D"">Click on the one you=
 would choose</h3></td></tr><tr><td class=3D"ee e " style=3D"padding:0px 15=
px 15px;"><div style=3D"margin-left:0px;" class=3D"edm_outlooklist"><table =
role=3D"none" border=3D"0" cellspacing=3D"4" cellpadding=3D"0" align=3D"lef=
t" style=3D"min-width:300px;"><tr><td style=3D"width:100%;border:1px solid =
rgba(50, 50, 50, 0.17);padding:6px 12px; border-radius:4px;"><a style=3D"fo=
nt-style:normal;text-decoration:none;" href=3D"https://elinke47.insanefound=
er.com/ss/c/u001.gaaA1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6SThlOdwZugdufnTctu=
bxXHecI5R2N1r-ZUwZBOuwTBLDAWTeKFN23mxCShb-DaG9zdf2E7N5FINx8MWpRlSEEvLp4gVzG=
HxIZzj6nn9Voc2wEorJ9TjXpHJs9vDF6lOHe1PRjAHlccAfrkir03QR-l2mzAUCJbcCJkq4duRI=
iqncPMll-vyrhxe7IIFYovDc9cqe-VSFJOvDqb-otHSK94jIpwwVRj-OhiWUHeBF0ZL89n5a2V2=
fWhA7fajxM-kQ9RM064RWO6e2y0MvNrzFcaqZ4rUIP-YDK6R6BMjKXfxeE9N2_SlD8vcT3iSFox=
zHbpccHn3z1KDcGlwR1EAcesiFdUBi17D4gGp7u2TcyG_Id2n7DsCHPWsH6iRAIdvAV-HxdxL2B=
DYc-60tomhrAbcK892_9s_rFWKiOhlfZfBQxC7jITumAiYlizs9MZzvCTYwye_FShOZTq-LTUWe=
8_BHeGZs6yn9Wnajal0uLq-r_HquHPqOOMrYUMZnrdoEY6eQ_NCosgOVYfpIC6sUL2o-0CHh73V=
pariORuoNHfIShSkzCwSG5X-dhJujXj2k2CL3u1zS2vvuWbWu9xfwv-VVHlfUaqIfteYFYFjQ9M=
Wqfsyf7cgQ9tgl-H8S2rz8Dx79f5o24vQCuJakvXKXglDd3-g7Nku9l3DzPWczJ_5Sta_WW9U5z=
ldz9Gt1HhxdzSalfejl8wZO4_ZeRwwVK1UkWRl_I20HouI-JRvWQlJfYRSO2-nEInL-G4fwHatF=
fh4wfdA1DOv3mmrYXWp0aztAhbkN6oN_-XWwR9MbjiUxid1ixZueZ4kkonoO9ttTUyMqTNQDmaJ=
-5Ze6ehwe_CxXniGWz-9egOplXxfLkwGSnGm0W4IPpErtqFzdwiYbdeQ2zvBUjsJyM69H_3niNn=
fr7v0oQcWxnWrFrb3AMEnIHFTHRsTSWzw1h6L6YxQIXZQMpRUEaC77pKrB_JxDSqUPob6EhrwT3=
GWEwvq6GlKceuov2eqKb4nV50tQyS7XAKqB5bL1rospNA6XCJe99kQK/4rc/HY7ZNXdnTFuLv4F=
jG27HfA/h13/h001.WU_rkE08RMCoj0gHmOINsT5DfE10P3WG5tFunVWplRQ"><p style=3D"f=
ont-size:14px;color:inherit;"> Option C: A 25% chance of winning $30. </p><=
/a></td></tr><tr><td style=3D"width:100%;border:1px solid rgba(50, 50, 50, =
0.17);padding:6px 12px; border-radius:4px;"><a style=3D"font-style:normal;t=
ext-decoration:none;" href=3D"https://elinke47.insanefounder.com/ss/c/u001.=
gaaA1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6SThlOdwZugdufnTctubxXHecI5R2N1r-ZUw=
ZBOuwTBLDAWTeKFN23mxCShb-DaG9zddP29JxnaKNfAUgX5IOj_tsjJQ47CGzYLWrzHEmJIOpuK=
z82iQaPOUVnBpW2G4uTmado2NgDVUGTLw6HYL_s1waI5gzWMkikZNjYbG0K28pQBtEy-KxHYBhv=
6Td3hbNJk94ITQDMvY59BsBjBEDAIfaUU6ZFFbe5uqg-nD7PNZ3pMIJf4KjmK2xB6FcK3bshI7W=
Stfvll3YTnFrP5hHZ-6gsj2RZahkTzA9LUvaI7_YtBa9XCYN2HhZ1Y9rpKlqUDCsLh3jMFQqcyh=
ZoSSk7cFvbln2LBIGyf_-sLbDCZsFfMAzaQs4idtxc-0JBSHZ_br72FFqcuPd8KGJwpF8eQH06W=
CMvredGw-ZN560vCPaOZhEOiKcossjKWL7Zi1Nt-fH_WiVS2pMFtxKinjq-3n5PeFkUguyDv_nD=
TxJg9YbO84bQGKmvXvjDM9NxfyRgUpn60LW4RTMhSrDbFhykoEcY8lda77GwA-UmDKciAlAfQa3=
zr53tYkKWqgnrb-7ATq2P4X31ex3BlsLoj7DdWjAo2i71SVyNOYQ4ZZ0ZSI1jZ7bnME119DH3kB=
kYnhUpo0N4ptuYnULsMICG4ccR9IaiN_9Ofy7C8SQFyRdBdZp9KmBLLZiHWR2rJh0GK6yUoIxdl=
eU3bWMW2yyV1Lgp-RSSqq5zuEp0bMMgrc05jF8X1Bu47btMvrVnrhdNsJHqICgqec_mFBwV4LLf=
bwpHF7eeXsimh71Tvefm1jYTKzm-V1mi8XOMQgLZwDLiJAmUMNYF8BMJJkp5vi0uyXBQZ9WMv2U=
FGOWh9K6nnelUGYUjVR9yBIZxh2J4Pu9ijShvkLkgm5zQlxUlzCML76UvGBFtZwLyPBoFkDWcin=
KAWKaTPuJ7S71ndS21CUIQs0b9tLYy_6Y15KSbfRDoKZOCOXt_oJdOEqnzjZGZqyCxwjFlKAim4=
YV33Y2TiiI_937RBAhjFoi8oegTtsSf9vG_9rO/4rc/HY7ZNXdnTFuLv4FjG27HfA/h14/h001.=
KpiAA8I1wsN7VNMlo8Cz1i5bGFLDFXDE1vNH996ES6o"><p style=3D"font-size:14px;col=
or:inherit;"> Option D: A 20% chance of winning $45. </p></a></td></tr></ta=
ble></div></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0p=
x 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-=
alt:150.0%;"> Whichever you picked, hold that thought, I&#39;m revealing wh=
at the research found below. </p></td></tr><tr><td class=3D"dd" align=3D"ce=
nter" style=3D"padding:0px 15px;text-align:center;word-break:break-word;"><=
p style=3D"mso-line-height-alt:150.0%;"><span style=3D"color:rgb(103, 114, =
91);"><span style=3D"text-decoration:underline;"><i><b><a class=3D"link" hr=
ef=3D"https://elinke47.insanefounder.com/ss/c/u001.gaaA1Gye7IN08GIPmsK5K96H=
vxOJxLtWweYntAW6SThglUp8d1cGeAcSR7wfP56yfdUiQg-yWMsCdDHbOqyNV0BcDd0BlNCSWIR=
3vK7tJFNwoxCfOtNqQX4lphXaL70-ui5VtS9M0QdUTPzHZXdiLERV4istNuhC69rGKtu0xcn5eF=
WxVUWwdRrcAP5Bj1Bzri1nX6-F_lVxuUD8e4X3h33nPZQTYJZn6Jgv-mh9X0dyNlBq9F0oIANo8=
TXLgLv15Fw3ohfN6MVT0MWVESTmosNbXlhaimHtfozZqca_ITzelKj4sAIC9c4IpMfI2z_GCOwY=
eVFfDCMzJ7DqTNcS_rJnWHw9Nzc2Rwr-DwYqCqu1J3u4zn2yC5xrJQZMkQnjMjhI9_coiyU0P1Z=
6iv9XYsqgftwHUmPnoZNvY6qoceGSKassGO7Q9ay-2ddZ36Yinp8MmV3eNxSv6NsAkL1LQUpqk9=
6yb9PapA2AHjtGRKd8bH4iSAo34iA6kjZmEJsgEH5p5cahCnENGhdX2351wC727gdO7yVjYoPd7=
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p></td></tr><tr><td align=3D"center" valign=3D"top" style=3D"font-size:0px;=
line-height:0px;padding:15px 0px 15px;" class=3D"dd"><table class=3D"j" rol=
e=3D"none" width=3D"20%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" a=
lign=3D"center"><tr><td> &nbsp; </td></tr></table></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> =F0=9F=A4=9D<span s=
tyle=3D"color:rgb(103, 114, 91);"><sup><i> This edition is kindly brought t=
o you by </i></sup></span><span style=3D"color:rgb(103, 114, 91);"><a class=
=3D"link" href=3D"https://elinke47.insanefounder.com/ss/c/u001.AT3-eE2Hi133=
k66I6TdPhk0PPzHICx7xgSAHxHoELlNssWrAHo03iWc7cG9k3HGw6ViCoEj3lNVVYNhFMUo5gbz=
cSKAa2nU2xMTek9EZQv9Vsbhwp_2D_oZ_Kc3oM0AOlMiPrZe4kREk4LLX89YaqsougbBN2O2glP=
faj03SA5SffaqVXExl2RkSFWA8IDH7XDNmEFtJIIzvJEP0ylsbtyECP1O7n8I9uC0hChQe6CZeI=
9-JGci1WRdCWc1wdAZqVBc-H7UrdmP9YREPKirKcAesulkGhvLVb5TEWrcJ0Eg/4rc/HY7ZNXdn=
TFuLv4FjG27HfA/h20/h001.6uHjmP-u8haahHH_dsjoHNRMnFPmlmC46hQeiPQe0Tc" target=
=3D"_blank" rel=3D"noopener noreferrer nofollow"><span><sup><i>Alumni Ventu=
res</i></sup></span></a></span></p></td></tr><tr><td id=3D"insane-media-is-=
more-than-one-voice" class=3D"dd" align=3D"left" valign=3D"top" style=3D"co=
lor:#000000FF;font-weight:400;padding:0px 15px;text-align:left;"><h3 style=
=3D"color:#000000FF;font-weight:400;mso-line-height-alt:125.0%;"><a class=
=3D"link" href=3D"https://elinke47.insanefounder.com/ss/c/u001.AT3-eE2Hi133=
k66I6TdPhk0PPzHICx7xgSAHxHoELlNssWrAHo03iWc7cG9k3HGw6ViCoEj3lNVVYNhFMUo5gbz=
cSKAa2nU2xMTek9EZQv9Vsbhwp_2D_oZ_Kc3oM0AOlMiPrZe4kREk4LLX89YaqsougbBN2O2glP=
faj03SA5SffaqVXExl2RkSFWA8IDH7XDNmEFtJIIzvJEP0ylsbt85LwxbcABychwhGR3NyzohIv=
zaBq5Jg74eFhGvgaP5lm5fcqlAVMk8cbTgqkGPmZkV1b1NugrEyeGUTusyP9ts/4rc/HY7ZNXdn=
TFuLv4FjG27HfA/h21/h001.e3uY4AXiQiqye2ph1x-tvQJ15NdYTxr15UrmT27b3zM" target=
=3D"_blank" rel=3D"noopener noreferrer nofollow"><span>Insane Founder Exclu=
sive: Invest in High-Potential Startups Like These</span></a></h3></td></tr=
><tr><td align=3D"center" valign=3D"top" style=3D"padding-bottom:20px;paddi=
ng-left:15px;padding-right:15px;padding-top:20px; " class=3D"dd"><table rol=
e=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" style=3D"margin=
:0 auto 0 auto;"><tr><td align=3D"center" valign=3D"top" style=3D"width:496=
px;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.AT3-eE2Hi133k6=
6I6TdPhk0PPzHICx7xgSAHxHoELlNssWrAHo03iWc7cG9k3HGw6ViCoEj3lNVVYNhFMUo5gbzcS=
KAa2nU2xMTek9EZQv9Vsbhwp_2D_oZ_Kc3oM0AOlMiPrZe4kREk4LLX89YaqsougbBN2O2glPfa=
j03SA5SffaqVXExl2RkSFWA8IDH7XDNmEFtJIIzvJEP0ylsbt85LwxbcABychwhGR3Nyzog3TIP=
w0WeIViX0mMsCHo3C0pB-gG6h-iMrapKd6VzlU_K7-BtjeVGxvX1eZ1t5MYw/4rc/HY7ZNXdnTF=
uLv4FjG27HfA/h22/h001.laQK9CvNy8kJs7ZRMXE37m6bJ7bv10MpSw7IUFe6YkQ" rel=3D"n=
oopener noreferrer nofollow" style=3D"text-decoration:none;" target=3D"_bla=
nk"><img src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,fo=
rmat=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/file/dcd6ac00-706=
0-4ca8-9efe-a2799d42331a/GroqSleeperReplit_TIME.png?t=3D1780590678" alt=3D"=
" height=3D"auto" width=3D"496" style=3D"display:block;width:100%;" border=
=3D"0"/></a></td></tr></table></td></tr><tr><td class=3D"dd" align=3D"left"=
 style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"mso-line-height-alt:150.0%;"><i>Insane Founder</i> and Alumni Ventures =
are giving readers early <a class=3D"link" href=3D"https://elinke47.insanef=
ounder.com/ss/c/u001.AT3-eE2Hi133k66I6TdPhk0PPzHICx7xgSAHxHoELlNssWrAHo03iW=
c7cG9k3HGw6ViCoEj3lNVVYNhFMUo5gbzcSKAa2nU2xMTek9EZQv9Vsbhwp_2D_oZ_Kc3oM0AOl=
MiPrZe4kREk4LLX89YaqsougbBN2O2glPfaj03SA5SffaqVXExl2RkSFWA8IDH7XDNmEFtJIIzv=
JEP0ylsbt1C0cFSvYZ-7I2uxqwfAwBddqTDE0cqAlpOiCUJP0zVCCvl8PXveWrniHHMVDc3i89t=
4j828rx6_ZLRhLjBI_RY/4rc/HY7ZNXdnTFuLv4FjG27HfA/h23/h001.BLGoZ79N2g3aMW-vwq=
RHUu5H1T_FILh88pVWtlXOGzg" target=3D"_blank" rel=3D"noopener noreferrer nof=
ollow"><span>access to high-potential startup opportunities</span></a>, inc=
luding some of today=E2=80=99s most exciting AI, Deep Tech, Quantum Computi=
ng, Cybersecurity, and Space companies co-invested alongside top VC firms l=
ike Andreessen Horowitz (a16z), Bessemer, & Y Combinator. </p></td></tr><tr=
><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;=
word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><b>You get=
:</b></p></td></tr><tr><td style=3D"padding-bottom:12px;padding-left:37px;p=
adding-right:27px;padding-top:12px;" class=3D"ee"><div style=3D"margin-left=
:0px;" class=3D"edm_outlooklist"><ul style=3D"font-weight:400;list-style-ty=
pe:disc;margin-bottom:12px !important;margin-top:12px !important;padding:0p=
x 0px 0px 0px;"><li class=3D"listItem ultext"><p style=3D"mso-line-height-a=
lt:150.0%;padding:0px;text-align:left;word-break:break-word;"> Curated deal=
 flow of high-potential startups </p></li><li class=3D"listItem ultext"><p =
style=3D"mso-line-height-alt:150.0%;padding:0px;text-align:left;word-break:=
break-word;"> Invest alongside elite lead venture firms </p></li><li class=
=3D"listItem ultext"><p style=3D"mso-line-height-alt:150.0%;padding:0px;tex=
t-align:left;word-break:break-word;"> No cost to see deals </p></li><li cla=
ss=3D"listItem ultext"><p style=3D"mso-line-height-alt:150.0%;padding:0px;t=
ext-align:left;word-break:break-word;"> No obligation to invest </p></li></=
ul></div></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px=
 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-a=
lt:150.0%;"><a class=3D"link" href=3D"https://elinke47.insanefounder.com/ss=
/c/u001.AT3-eE2Hi133k66I6TdPhk0PPzHICx7xgSAHxHoELlNssWrAHo03iWc7cG9k3HGw6Vi=
CoEj3lNVVYNhFMUo5gbzcSKAa2nU2xMTek9EZQv9Vsbhwp_2D_oZ_Kc3oM0AOlMiPrZe4kREk4L=
LX89YaqsougbBN2O2glPfaj03SA5SffaqVXExl2RkSFWA8IDH7XDNmEFtJIIzvJEP0ylsbtxD3J=
0VSdyxBeacjBcIbmpJe3eCX0lAJRVH7Cbl731vHrx-NNepLFjXbWroguueKQAhnqk8Tm6pQlbos=
rWkwd4M/4rc/HY7ZNXdnTFuLv4FjG27HfA/h24/h001.9-cP_F7Ct1qouuZLyz6_TSCu-6T0q7Q=
WZcBAfQcTnwk" target=3D"_blank" rel=3D"noopener noreferrer nofollow"><span>=
<b>See Current Startup Deals =E2=86=92</b></span></a></p></td></tr><tr><td =
class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-=
break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"></p></td></tr><=
tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:lef=
t;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><span st=
yle=3D"background-color:rgb(255, 255, 255);"><span style=3D"color:rgb(103, =
114, 91);"><sup><i>We partner with a select group of brands we use or admir=
e, which keeps this newsletter </i></sup></span></span><span style=3D"backg=
round-color:rgb(255, 255, 255);"><span style=3D"color:rgb(103, 114, 91);"><=
sup><i><b>free</b></i></sup></span></span><span style=3D"background-color:r=
gb(255, 255, 255);"><span style=3D"color:rgb(103, 114, 91);"><sup><i> and <=
/i></sup></span></span><span style=3D"background-color:rgb(255, 255, 255);"=
><span style=3D"color:rgb(103, 114, 91);"><sup><i><b>independent</b></i></s=
up></span></span><span style=3D"background-color:rgb(255, 255, 255);"><span=
 style=3D"color:rgb(103, 114, 91);"><sup><i>. Reach out for your campaign <=
/i></sup></span></span><span style=3D"background-color:rgb(255, 255, 255);"=
><span style=3D"color:rgb(103, 114, 91);"><sup><span style=3D"text-decorati=
on:underline;"><i><b><a class=3D"link" href=3D"https://elinke47.insanefound=
er.com/ss/c/u001.KISc3xZvrw82p29D5a_CR4QPdruG7MgSu6yILfuv0AX0Yg3mW8Pid8oO_W=
w4PVUDqFMQAvvS2OOfQLZExCN5QWlFoAMjuB64EFOEEWF4K8_ICwMaIpU38m9xF-ArkTFgfvV7n=
ixTnkBxDOU7B0V-45OHuft6YGIzFCAjNPqfWO7tho_JurpBiYd5ujuzW6nXUODlZO8VKoFAra_0=
_olrcrCvRAq6PNnmE34a0mQixx23NjPi9Wf4p7UYnA5PaLkV_a8bYGO5l2PFd6k6HCrqmdagCsU=
_t90obmjglUf-89p-zjfxcgsvGl8Lz37o6NKsYHLcvOF9zxBb-8jvxlBA8K4fyBiD-yWDGiChcE=
snWML19dWM0KR9oAvOK3fmrpfOtWrlEPupwwKZQRAPeEQ92w/4rc/HY7ZNXdnTFuLv4FjG27HfA=
/h25/h001.R3YuyMzr6EpOeBoYSwnjcz7kdSCBzlsibQeshw_auwY" target=3D"_blank" re=
l=3D"noopener noreferrer nofollow" style=3D"text-decoration-color: rgb(103,=
 114, 91);"><span style=3D"color: rgb(103, 114, 91);">here</span></a></b></=
i></span></sup></span></span><span style=3D"color:rgb(103, 114, 91);"><sup>=
<span style=3D"text-decoration:underline;"><i><b>.</b></i></span></sup></sp=
an></p></td></tr><tr><td align=3D"center" valign=3D"top" style=3D"font-size=
:0px;line-height:0px;padding:15px 0px 15px;" class=3D"dd"><table class=3D"j=
" role=3D"none" width=3D"20%" border=3D"0" cellspacing=3D"0" cellpadding=3D=
"0" align=3D"center"><tr><td> &nbsp; </td></tr></table></td></tr><tr><td id=
=3D"the-certainty-effect" class=3D"dd" align=3D"left" valign=3D"top" style=
=3D"color:#000000FF;font-weight:400;padding:0px 15px;text-align:left;"><h3 =
style=3D"color:#000000FF;font-weight:400;mso-line-height-alt:125.0%;">The c=
ertainty effect</h3></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"=
padding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-li=
ne-height-alt:150.0%;"> In 1979, Daniel Kahneman and Amos Tversky published=
 what would become the most cited paper in the history of Econometrica: Pro=
spect Theory. A direct challenge to the dominant economic assumption of the=
 time: that people make decisions by rationally calculating expected value.=
 </p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15p=
x;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:1=
50.0%;"> Seven years later, building on that foundation, they went further.=
 In=C2=A0<a class=3D"link" href=3D"https://elinke47.insanefounder.com/ss/c/=
u001.AT3-eE2Hi133k66I6TdPhsbNBfrZkYTxlObO-stpT-miiga-DTqqk2JlU5Nf8uzcRn_MaR=
pVhDRjS0vv8SURTvw-JBqQDAbSfcTarBgChKrFPUNqzehvGRkV7Y-CjST0cjEw9_ATMJD3SbIQ2=
IYDxmEFGbc14Lmfa8zwRA31j67tv8L-ldm0ZkEeP0I7JI3LZiQccpXBH8c0NC2Lq3LYJM3Ce5Zt=
U4cmv-SG_y5e34R00gC95P56VDfsVRwTuo4i1_o_v048LsUiEC_VEf5rth8wivmZZwtOEYtwziS=
-FGCLGX23SDG2vNS3aiaqG0yVMzqfFHRPx8Q31I_QCrDl3Yj3zaZcCh3zD62k6r8Tv9VqjiDBvQ=
25n6j13Jxx8OpvAz9P8HO0FiwBf_PuFz53Mw/4rc/HY7ZNXdnTFuLv4FjG27HfA/h26/h001.w3=
QBYmCeSTKvjADQ8RN26fjLeHu7ImFu1yzlH6kx0aY" target=3D"_blank" rel=3D"noopene=
r noreferrer nofollow"><span>Rational Choice and Framing of Decisions</span=
></a>, they designed the experiment you just did above to test a specific q=
uestion: Does the presence of certainty alone change how we evaluate option=
s? </p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 1=
5px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt=
:150.0%;"> When given the first set of options, 78% of participants chose O=
ption A with the guaranteed $30, even though the expected value of Option B=
 ($45x0.8=3D$36) is 20% higher than Option A. </p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> In the second set o=
f options, when certainty was removed from C and D (both had a 20-25% chanc=
e of winning), 58% of participants chose Option D, the lower-probability bu=
t higher-expected-value option. </p></td></tr><tr><td class=3D"dd" align=3D=
"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p=
 style=3D"mso-line-height-alt:150.0%;"> Kahneman and Tversky called this <a=
 class=3D"link" href=3D"https://elinke47.insanefounder.com/ss/c/u001.DmjFX-=
55oU0VlNulJA3fBL6YbW6S-OFwSFSZ2zjo_pE8trM61qbXnXsftG3ee2eslkRQtrfJwY3zqxV_l=
ekzMb7J1Pp7jeX10dvsPuJgV1EUcpT7KAvVCX4o2Ir6z4ghHq6F4wn34iaZJhbIPiFazp5wH-lK=
E15iv-agj-qaSBByYGCcGm9TdWZyAEYrqZGwugVGCKcHgvEXzEQjTKgbGAP2WJ7mW7OaKxFWK71=
hoGylF-w45JZN4aUlSgEgsppXpi__yTclqUM8QXIipZJ2e7UPZy6IOKvNyQhvDKz33NA/4rc/HY=
7ZNXdnTFuLv4FjG27HfA/h27/h001.t_6U056Wq8jkISDpJ56bXBikglJJi9Fd0xSWokztbaE" =
target=3D"_blank" rel=3D"noopener noreferrer nofollow"><span>the certainty =
effect</span></a>: we systematically overweight outcomes that feel guarante=
ed, and underweight outcomes that are merely probable, even when the probab=
le option is objectively worth more. </p></td></tr><tr><td align=3D"center"=
 valign=3D"top" style=3D"font-size:0px;line-height:0px;padding:15px 0px 15p=
x;" class=3D"dd"><table class=3D"j" role=3D"none" width=3D"20%" border=3D"0=
" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"><tr><td> &nbsp; </td=
></tr></table></td></tr><tr><td id=3D"the-cost-of-certainty-effect" class=
=3D"dd" align=3D"left" valign=3D"top" style=3D"color:#000000FF;font-weight:=
400;padding:0px 15px;text-align:left;"><h3 style=3D"color:#000000FF;font-we=
ight:400;mso-line-height-alt:125.0%;">The cost of certainty effect</h3></td=
></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-al=
ign:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> =
Not all risks are equal. Some opportunities carry a small, defined downside=
 and a large, variable upside, which investors call an <b>asymmetric risk/r=
eward ratio</b>. The potential loss is capped. The potential gain is not. <=
/p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;=
text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150=
.0%;"> These are structurally the best bets available to a founder. And the=
y are exactly the ones the certainty effect causes us to walk away from. </=
p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;t=
ext-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.=
0%;"> The reason is straightforward: asymmetric opportunities are inherentl=
y probabilistic. The upside is never guaranteed, and that is the point. But=
 because the brain overweights certainty and penalizes anything that merely=
 <i>might</i> pay off, it discounts the opportunity below its actual value.=
 </p></td></tr><tr><td align=3D"center" valign=3D"top" style=3D"padding-bot=
tom:20px;padding-left:15px;padding-right:15px;padding-top:20px; " class=3D"=
dd"><table role=3D"none" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" s=
tyle=3D"margin:0 auto 0 auto;"><tr><td align=3D"center" valign=3D"top" styl=
e=3D"width:496px;"><img src=3D"https://media.beehiiv.com/cdn-cgi/image/fit=
=3Dscale-down,format=3Dauto,onerror=3Dredirect,quality=3D80/uploads/asset/f=
ile/dfcb42f1-f692-48ad-a612-f665f3bd3b58/Asymmetric_risk-reward_ratio.png?t=
=3D1781023178" alt=3D"" height=3D"auto" width=3D"496" style=3D"display:bloc=
k;width:100%;border-style:dashed;border-width:2px;box-sizing:border-box;bor=
der-color:rgb(103, 114, 91);" border=3D"0"/></td></tr></table></td></tr><tr=
><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;=
word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> We encoun=
ter these situations regularly and pass them on: a partnership with unclear=
 revenue implications but real distribution potential; an early-stage inves=
tment bet on a technology that is not yet proven; or access to a deal with =
no obligation to participate but meaningful optionality if it performs. </p=
></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;te=
xt-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0=
%;"> When we=E2=80=99re in business for years, the certainty effect makes u=
s prioritize certainty and safe options in our operations. </p></td></tr><t=
r><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left=
;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> So we ap=
ply the same cognitive pattern to run the business outside its operational =
tasks: we don=E2=80=99t enter the new market, we don=E2=80=99t sign the str=
ategic partnership, we don&#39;t make that investment. </p></td></tr><tr><t=
d class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;wor=
d-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> We tell ours=
elves we&#39;d better play our cards safely, because the machinery of runni=
ng a company rewards bounded, predictable decisions over probabilistic ones=
. </p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15=
px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:=
150.0%;"> That=E2=80=99s when our growth plateaus. </p></td></tr><tr><td cl=
ass=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-br=
eak:break-word;"><p style=3D"mso-line-height-alt:150.0%;"><i>And that was e=
xactly what happened to our company: the minute we fell into this cognitive=
 bias and stopped stepping outside of our comfort zone, we became stuck at =
the same revenue and team size for years.</i></p></td></tr><tr><td class=3D=
"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:br=
eak-word;"><p style=3D"mso-line-height-alt:150.0%;"> The uncertainty of the=
 upside triggers the certainty effect, and our brain discounts the possible=
 outcome relative to the certain non-outcome of doing nothing. The calculat=
ion is not &quot;what is the expected value of this opportunity&quot;, but =
&quot;this outcome is not guaranteed; therefore, it feels less valuable tha=
n it is.&quot; </p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"p=
adding:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-lin=
e-height-alt:150.0%;"> Sometimes, all it takes is to deepen our understandi=
ng of cognitive biases and remind ourselves that being adventurous and a ri=
sk-taker is what got us here as entrepreneurs in the first place. </p></td>=
</tr><tr><td align=3D"center" valign=3D"top" style=3D"font-size:0px;line-he=
ight:0px;padding:15px 0px 15px;" class=3D"dd"><table class=3D"j" role=3D"no=
ne" width=3D"20%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D=
"center"><tr><td> &nbsp; </td></tr></table></td></tr><tr><td id=3D"how-to-a=
void-falling-into-the-certa" class=3D"dd" align=3D"left" valign=3D"top" sty=
le=3D"color:#000000FF;font-weight:400;padding:0px 15px;text-align:left;"><h=
3 style=3D"color:#000000FF;font-weight:400;mso-line-height-alt:125.0%;">How=
 to avoid falling into the certainty effect</h3></td></tr><tr><td class=3D"=
dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:bre=
ak-word;"><p style=3D"mso-line-height-alt:150.0%;"> We make decisions in co=
gnitive biases all the time; to avoid them, we need to shape the decision a=
rchitecture around them. </p></td></tr><tr><td class=3D"dd" align=3D"left" =
style=3D"padding:0px 15px;text-align:left;word-break:break-word;"><p style=
=3D"mso-line-height-alt:150.0%;"><b>1. Separate evaluation from commitment<=
/b></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 1=
5px;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt=
:150.0%;"> Oftentimes, when we evaluate an opportunity, it feels like we=E2=
=80=99re already committing to it. But the moment we separate the two, the =
weight of the emotional uncertainty decreases. </p></td></tr><tr><td class=
=3D"dd" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break=
:break-word;"><p style=3D"mso-line-height-alt:150.0%;"> Always recognize th=
at optionality is not uncertainty. </p></td></tr><tr><td class=3D"dd" align=
=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-word;"=
><p style=3D"mso-line-height-alt:150.0%;"><b>2. Make the cost of passing ex=
plicit.</b></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"paddi=
ng:0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-he=
ight-alt:150.0%;"> We do not naturally calculate the expected value of inac=
tion. The opportunity cost of a deal that was passed on is invisible. </p><=
/td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px;text=
-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:150.0%;=
"> Making it visible, even approximately. What is a realistic return if thi=
s performs? How does that compare to the cost of the capital sitting idle? =
</p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:0px 15px=
;text-align:left;word-break:break-word;"><p style=3D"mso-line-height-alt:15=
0.0%;"><b>3. Notice where in your business is affected by the certainty eff=
ect.</b></p></td></tr><tr><td class=3D"dd" align=3D"left" style=3D"padding:=
0px 15px;text-align:left;word-break:break-word;"><p style=3D"mso-line-heigh=
t-alt:150.0%;"> Founders routinely make probabilistic bets inside the compa=
ny, on features that might not be loved or on markets that are not yet prov=
en. That=E2=80=99s when we operate under expected-value reasoning, rather t=
han falling into the certainty effect. </p></td></tr><tr><td class=3D"dd" a=
lign=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break-wo=
rd;"><p style=3D"mso-line-height-alt:150.0%;"> We are not used to distingui=
shing between types of decisions; it applies the same heuristics to a produ=
ct bet and a capital allocation decision. </p></td></tr><tr><td class=3D"dd=
" align=3D"left" style=3D"padding:0px 15px;text-align:left;word-break:break=
-word;"><p style=3D"mso-line-height-alt:150.0%;"> The trick is to recognize=
 our own decision inconsistency and correct it to capture value that others=
 leave behind. </p></td></tr><tr><td align=3D"center" valign=3D"top" style=
=3D"font-size:0px;line-height:0px;padding:15px 0px 15px;" class=3D"dd"><tab=
le class=3D"j" role=3D"none" width=3D"20%" border=3D"0" cellspacing=3D"0" c=
ellpadding=3D"0" align=3D"center"><tr><td> &nbsp; </td></tr></table></td></=
tr><tr><td id=3D"key-takeaways" class=3D"dd" align=3D"left" valign=3D"top" =
style=3D"color:#000000FF;font-weight:400;padding:0px 15px;text-align:left;"=
><h3 style=3D"color:#000000FF;font-weight:400;mso-line-height-alt:125.0%;">=
Key takeaways </h3></td></tr><tr><td style=3D"padding-bottom:12px;padding-l=
eft:37px;padding-right:27px;padding-top:12px;" class=3D"ee"><div style=3D"m=
argin-left:0px;" class=3D"edm_outlooklist"><ul style=3D"font-weight:400;lis=
t-style-type:disc;margin-bottom:12px !important;margin-top:12px !important;=
padding:0px 0px 0px 0px;"><li class=3D"listItem ultext"><p style=3D"mso-lin=
e-height-alt:150.0%;padding:0px;text-align:left;word-break:break-word;"> Th=
e certainty effect leads us to choose lower-expected-value options simply b=
ecause they feel guaranteed, even when the probable option is objectively w=
orth more. </p></li><li class=3D"listItem ultext"><p style=3D"mso-line-heig=
ht-alt:150.0%;padding:0px;text-align:left;word-break:break-word;"> When eva=
luating an opportunity, separate the evaluation from the commitment; lookin=
g at a deal is not the same as taking it, and recognizing that distinction =
alone reduces the emotional weight of uncertainty. </p></li><li class=3D"li=
stItem ultext"><p style=3D"mso-line-height-alt:150.0%;padding:0px;text-alig=
n:left;word-break:break-word;"> Price the cost of inaction. The opportunity=
 cost of passing on something never arrives as an invoice, so make it visib=
le financially: what is a realistic return if this performs, and what would=
 the cost of keeping the capital idle be? </p></li></ul></div></td></tr><tr=
><td align=3D"center" valign=3D"top" style=3D"font-size:0px;line-height:0px=
;padding:15px 0px 15px;" class=3D"dd"><table class=3D"j" role=3D"none" widt=
h=3D"20%" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" align=3D"center"=
><tr><td> &nbsp; </td></tr></table></td></tr><tr><td class=3D"e" align=3D"l=
eft" valign=3D"top" style=3D"padding:15px 15px 12px;"><h3 style=3D"">How=
9;s the depth of today&#39;s edition?</h3></td></tr><tr><td class=3D"ee e "=
 style=3D"padding:0px 15px 15px;"><div style=3D"margin-left:0px;" class=3D"=
edm_outlooklist"><ul class=3D"poll-choices" style=3D"list-style-type:disc;p=
adding:0px 0px 0px 0px;margin:0px 0px;"><li style=3D"list-style-type:disc;t=
ext-align:left;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.ga=
aA1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STifKd0iQVY5n67Z-f27gSGgQTUlOSxiebolb=
jmsRW9v8NBLB8uTZX3Xus6x-Lk79CDZbG2nFxBjYSBSGRaq7-aCGgWmcW6KthumhXp_nN5qnf_I=
Mlpry3PtvY49p9yhtpe4bII1zqC_okd_d7R7hVv5ugn7yO42zDUW1UvjjyHZokgq3HRG5Bx7o_1=
1Go2rPuW-T6Lts4Ds3CgWX7bYuiyOJhV1PRUuvpV5wEyMhqLchtH9M454Gm4p9jDvfGm4A1JZIm=
r0-Beetbs-32xkCkiZfttjrhWzilFAYN3UiHcksyI3vQWYkyJHMAUvYn_CqXWAUdwKWW-KLZiq5=
U4ECKh7KYdBnxudOjxObwjzpgz0Gt43yr5d2aLu-hUEfyBvcOSQJNk-r9GJYfXK31sHCRxYS4bT=
xURB20gtysvErsAvSm0iuRvc8RCys1yDpDouHLd64sZ1XxoixberCJ7gduenRS2_D2bH95LOef5=
HiPS5lLQ5-iUQQPoq1ho7Cobvg0kvDqgkl139zKLHsNxar_tmmrT2gbqctWXh_rFqLUzXF3v5qJ=
y3diYgqD8Tz5uA2KPF5y9f6nc6t8PLQ5PqSn74wclopLlYA_7gjDMQrl5qa30lDNS7J8R5cEt-F=
DRrLjmosnglvzVRYP-9CTVyohNuJ3RQhIUHnwoDwoLuk1W6wHj18vNboG0s_XoRk9_4aUYuGuXz=
0jNw_9P5QWXRrGezWXB7Tg7E7wGX7PGXJTRVypA8BbN4ZDgbIJBhZ4jMaOv1igAblUT3nbGuGMN=
WFRyPDHigdIV6PTKhjlA_6PmrDMmCHe8fu4KJkZEZ1b8HVQTBuNCsPnadk-jT5RZmTrpfilshEg=
8jEAhZnovxgDf_Eegcu3A6NH2n2l8Fg38nuw5LAgJJ3OQFtH43cHkeCAUvQHaXbN-43-3zK1ygU=
5y5zgr8VcyNXhe5D0lVLEpu2O3AKC_adE5hEvsNzSTefIa8yud3ujDL2zqBT-4jr3UYtehCUgTw=
FmYVEI6wJ-FXpy95jx8UnsCDIGAUsXKDhpNt/4rc/HY7ZNXdnTFuLv4FjG27HfA/h28/h001.lS=
IMhmfOa-VrVPUTtoNIm-cmTrAr2_8GmroDJHWYeDQ">Just right =E2=9C=A8 - Thoughtfu=
l, sharp, and easy to digest</a></li><li style=3D"list-style-type:disc;text=
-align:left;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.gaaA1=
Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STifKd0iQVY5n67Z-f27gSGgQTUlOSxiebolbjms=
RW9v8NBLB8uTZX3Xus6x-Lk79CACkpjPdptjKFel1nBheEnVHO_KBTdpRRnwUarmebJtBhiqsxA=
hC8dHWd6oxMASKwKUyphz8q9_iziGMLUDHGQ0LEoPQQfmGtf_TGnC0DVzYqJjXZk17MaZpDrAG0=
oCT8fVAAmrFSbMUuME_zBE_ZnN25jt1wd81uQUDRlvG_xU6uOTXfiQdt_DEwaTk71x58kq7D0vp=
WbSh56hK4htJE_qLoWPQ9A_jrZDBxYMnxGURjY7rNrJOirJ5AYOzWGJpQ97yupjrmzY-3CAI1Ft=
FwIhBLKlqLaU2NKrpAUGS7VCANG1V7mSTJOrXHXw8fak6LxJqgBUhtYTcRr8GPQb0QaLJlKtJmq=
a-OoL75bhHvY3yl5fZFbXJs_glDS_yc6duGS3Cv8gONXyaH00-_sIg31XzoakO2wi9g-D7W_yJ-=
flV3B3DlTIT3OkqERbEMpixBQJfYt3yLDKBFxXJwebgyfyKI2yjeC5pUZNk-w1g8X8OYPe_4MQs=
qhclRFOxlA7Dqu-wW7Q4wvXPAdAdqQTFGckZrr80YwedtAAZY1Q6TLDi_izms2PJv2muN7NLFu9=
IeusQFjrFTbpW45YxeFb5irU40yThAGDaeUpLDGCM6IEobB91fsVQ7htDknei31CbjKjhXaqvrF=
hbaJWdzAvcnXBmE598ziCHJkdrR6HVBQqzhy5V7NOoiWJn1UHGT9uKgQVVM8Gq4OR1moTr6YR1P=
P8pLcNuqOCBWTKFd7OKg3RDVn6i7xNc1vfsVDoeWDdJ1ZALJxRN0rnpBzaZ4FvaIDsF8oigqBgD=
aXKn9K1daNR3iGNuNdgz_oeKO3m60bkSTMLZSFlAJY80psgSXMzRTTDMt-BGIp_ou4nY-oQHynW=
DXnoZ7Psq5mGZRz1z5iLBijAzCn6-pjQoUg0sEUWC_75iUgguSJ1G4NqarQDrr9953G-rKEnOeN=
iMv2IOwbHQjnbzxyKBRJDYhX_lf08p2fO/4rc/HY7ZNXdnTFuLv4FjG27HfA/h29/h001.CD7MR=
KUDGBFcjfAC6RqPcWRy6gnYgnTNOVCvbcwIWXk">Not in depth enough =F0=9F=94=8E - =
Give me more insights & nuance</a></li><li style=3D"list-style-type:disc;te=
xt-align:left;"><a href=3D"https://elinke47.insanefounder.com/ss/c/u001.gaa=
A1Gye7IN08GIPmsK5K96HvxOJxLtWweYntAW6STifKd0iQVY5n67Z-f27gSGgQTUlOSxiebolbj=
msRW9v8NBLB8uTZX3Xus6x-Lk79CCgzv-ALKIyXT5Js03K6BIY3JBXdU3ucfUFQlwvFtJKq6RRM=
da4qAI8aPLfhlxsRanLSPOhuXEavKXWUjEcxF2T8NtrkP7v7_SLEdsXHxBtDNFiFybQ6oSEX3LB=
5NEm1BosleXrqLpNX-YZA8PnQoqEvUcIu0TVn6NVE40kuhr7AR4PvjsyXElwbsLvfPJuBVcSuFd=
I_fKRjQzNX-fDguACxYIsvrWEsigOTnv7O40VwEBgiRFUCtPUJhzZsk8w6lfP_YU_FjE-I6iZOT=
wnk0S7-sMa7UQ6ZML4NpLWzhGFDBv06qk7X0R4PNnLL5H4hapEj-DQOQOidI4st3VmArYuoaHZb=
zgw3cARz_E7ebGg2Ev4pQsmy33wauXAFokT494TrGJlsPBySXJRdGBzSgSQGEUrRTQQm-1viUL4=
TdXXmjDm-Eo_roNr0ZQrCxAVkTbTnOJqiBdhNq5sk_C8yiZ9--3T4PRFCWWjjU4rRO7FcfrksG_=
6KckYilxq50aZ5uq8At8rzC_im2fqRcQNfo9I8HdWaJW_BnNgX0hpWa54rGf2_5lWUvDMuB7rKO=
b_XfWvNYw96sNKHEJlMSqZGcxXdYztQY7AABwfm7L2O1En_PJ8gAkjZL2ncA-r8Dn8vKeSLGKaQ=
mFe3hUtadA832DKI1Wg269y7cD9iKTdIoiq68D_1ePl8K00jSxFbTQP-YV0E7fmso_-jQd213vS=
jgGG6sXKqSPpd5M24US8-9mcsiSZGF0GRj7PjTKKgJoiazXWhQKoYQzyMzjIHRBOjX8p5F7VgYS=
XeVDtQio1YPjLUfVrks_UYF2gedzjUgmLn4kl70sO7VX3rSRt8staIR20MpJPXKDxjDFtKf0Fk5=
yy9Q-X3znTgYZWoM1O6tKbFet9m7dVdpUushVW9B6JO3svGnUhnnaIwR6ALTG40vkKX0LlWjC4q=
tkhHfSR7Mrc0a-sfm-wTDWqB4rmiAWxF1HU/4rc/HY7ZNXdnTFuLv4FjG27HfA/h30/h001.QGR=
k8JLVKB-1I3QRCD4lSCgkaAVAnOW4LPNmevTJ1yE">Too dense =F0=9F=92=A5 - I=E2=80=
=99d prefer lighter, quicker reads</a></li></ul></div></td></tr><tr><td ali=
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tyle=3D"color:#000000FF;font-weight:400;padding:0px 15px;text-align:left;">=
<h3 style=3D"color:#000000FF;font-weight:400;mso-line-height-alt:125.0%;">=
=E2=9C=A8 Insane Media is more than one voice</h3></td></tr><tr><td class=
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keting, and Human resources. </i></p></td></tr><tr><td align=3D"left" class=
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ound:#f9fafb;border-radius:5px;border:1px solid #d1d5db;padding:16px;width:=
100%;"><tbody><tr><td style=3D"display:inline-block;margin-bottom:16px;marg=
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lMieoXyyKP_KBydlgRSwTmdGRBmis" style=3D"cursor:pointer;background:#FFFFFF;b=
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adding-bottom:16px;width:100%;"><table class=3D"rec__content" style=3D"back=
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h:100%;"><tbody><tr><td style=3D"display:inline-block;margin-bottom:16px;ma=
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e=3D"padding:0;color:#767676;font-size:14px;font-weight:400;display:block;w=
ord-break:break-word;"> Smart creators don=E2=80=99t just post - they build=
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r><td align=3D"center" colspan=3D"2" style=3D"text-align:center;" valign=3D=
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gVjazT1k-DYaXuA9D1blCEju-3eHKKNcnFW-tXIIlo7YOFuQEjVNK14ZtBd6Up4oeQrgpbda8AI=
nPqCoSJkBlHIGuDufy2h0YEVmCMjQk4Eb9FQ3omCbTYuqkYD5QX2oyhvl3QZLJoK8wyya6Rm5zC=
eRZXP4jfPU8ocY2q9kLjTHHOG9Nl_0PSQtJ_i0cyKVjxC8MkJSMGii2OyOLob9vq917wsTLlqb-=
fU_2mZ5nsNEOoUNBiJSFJrY-frLRhofe1t-pzHrQ1WiP_NXPsy5308ZPexVNV6pIeWnjzH4imaS=
GoDL9dIJvu/4rc/HY7ZNXdnTFuLv4FjG27HfA/h35/h001.7fA3-U9A0xuOTlX_XaeRNg69uVwc=
81u638fEuWdEURE" style=3D"cursor:pointer;background:#FFFFFF;border:1px soli=
d #d1d5db;border-radius:4px;color:#282828;font-size:14px;font-weight:600;pa=
dding:12px;text-decoration:none;display:block;text-align:center;"> Subscrib=
e </a></td></tr></tbody></table></td></tr><tr><td align=3D"left" class=3D"r=
ec" style=3D"padding-left:15px;padding-right:15px;padding-top:16px;padding-=
bottom:16px;width:100%;"><table class=3D"rec__content" style=3D"background:=
#f9fafb;border-radius:5px;border:1px solid #d1d5db;padding:16px;width:100%;=
"><tbody><tr><td style=3D"display:inline-block;margin-bottom:16px;margin-ri=
ght:16px;vertical-align:top;" width=3D"50"><div class=3D"rec__logo-wrapper"=
 style=3D"border-radius:5px;border: 1px solid #d1d5db;width:100%;max-width:=
50px;height:50px;overflow:hidden;"><img class=3D"rec__logo" height=3D"50" s=
rc=3D"https://media.beehiiv.com/cdn-cgi/image/fit=3Dscale-down,format=3Daut=
o,onerror=3Dredirect,quality=3D80/uploads/publication/logo/1ebaebb9-df0e-4e=
62-bbeb-fdc0a3bcc320/ai_odessey.png" style=3D"width:100%;max-width:50px;hei=
ght:50px;object-fit:cover;border:0;" width=3D"50"/></div></td><td style=3D"=
display: inline-block;color:#282828;font-size:18px;font-weight:700;line-hei=
ght:24px; margin-bottom: 16px;"><div class=3D"rec__text" style=3D"display:b=
lock;"> AI Odyssey </div><div class=3D"rec__text--muted" style=3D"padding:0=
;color:#767676;font-size:14px;font-weight:400;display:block;word-break:brea=
k-word;"> AI Odyssey delivers essential AI trends shaping the future of bus=
iness, work, and tech =E2=80=93 built for founders and decision-makers. </d=
iv></td></tr><tr><td align=3D"center" colspan=3D"2" style=3D"text-align:cen=
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nsanefounder.com/ss/c/u001.z06XTbntOXQy5RlDIieQ-N3tKgX_4J1Hvn7U6IHDKKIZOETl=
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nQ_nudRo6ZzCX_z4B38jmSVMalcwP-LzjIw1dKMeL8gbTC02tAJag83CUAIjr8MxRLaZu6wXGI4=
kdtG6lFW5-L8ZOBxm5buG_oHaTbes3BmwQufemRCcvEf4m-NbkHk09ZMXP4LY8DJzgzKbwJwNvS=
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