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    Brand Language Entry #0480

    Why the word natural means less than it implies

    Natural is among the most valuable words on a label and one of the least defined, and the vacuum is exactly what makes it worth printing.

    Master
    The hidden part #0480

    The most commercially valuable words are the ones with no agreed test for whether they are true.

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    Market Signals Entry #0416

    The reason a price cut can signal weakness

    Buyers do not read a lower price only as a better deal. They also ask what the seller learned that made the old price impossible to hold.

    Adept
    The hidden part #0416

    An unexplained reduction is not a better offer. It is the seller revising a claim they previously made in public.

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    Framing Effects Entry #0522

    The reason a metaphor decides a policy debate

    A metaphor imports the logic of its source. Once crime is a virus, the conversation is about containment, and containment was never voted for.

    Adept
    The hidden part #0522

    A metaphor is not decoration on an argument. It is the machinery the argument runs on, and it arrives with its conclusions pre-installed.

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