I always try to be reasonable and effective.

Because [the bias] is so subtle, it's extremely effective.

Reason has always existed, but not always in a reasonable form.

You have to be reasonable with yourself and not feel guilty when things aren't perfect.

Apocalyptic hysteria is much more effective at getting people to open their wallets than reasonable commentary.

People try to change too much at once and it becomes overwhelming, and they end up falling off the program. So gradually changing bad habits makes much more of a difference than trying to change them all at once.