Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
Even though $1 million of one’s own money and $1 million of others’ money are numerically the same, their characteristics will differ significantly. In other words, while money is represented numerically, it serves various purposes, and its usage remains unexpressed when distributed in the market. Money is accounted for to illustrate this situation because the purpose of its use is more significant than the number (amount). Specifically, double-entry bookkeeping is the most reliable method for reflecting both the amount and its use. Therefore, if a CEO doesn’t understand double-entry bookkeeping, it is akin to managing blindly. - Joseph’s “just my thoughts”