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https://twitter.com/2950523891/status/1683811887492870144

More from @yasminekho

Yasmine Khosrowshahi

@yasminekho

Feb 4

In 2010, Stanford professor Robert Sapolsky gave a 1-hour masterclass on "Human Behavioral Biology."

He broke down how:
- Biology collapses moral
- Behavior changes w/o intention
- Mind & body rewrite each other

10 lessons that'll make you a master at human behavior:

1. Sudden moral collapse is often biological, not psychological

Sapolsky opens with a disturbing pattern:

A stable man suddenly becomes violent, reckless, and criminal.

Not a personality change
It's a brain change

Tumors, hormones, metabolic disruption... when biology shifts, behavior can flip overnight

Character doesn’t slowly erode
It can snap

2. The mind and body don’t influence each other, they loop

We like to separate “mental” and “physical” causes

Sapolsky dismantles this immediately

A thought can accelerate your heart
A hormone can erase inhibition
Fear can raise blood pressure
Blood chemistry can trigger rage

There is no top or bottom
Only feedback loops running in circles

Read 14 tweets

Yasmine Khosrowshahi

@yasminekho

Apr 25, 2025

Nassim Taleb doesn't predict the future

He builds a life where the future can't hurt him.

How? By setting up asymmetric bets where he can’t lose.

Here’s how he uses optionality to win in business, life & investing:

1. What is Optionality?

Optionality means having choices that allow you to benefit from upside while limiting your downside.

Taleb defines it simply:

“If you have options, you don’t need to predict.”

It’s not about being right—
It’s about having the right to act when opportunity strikes.

2. Optionality is asymmetric by design

The idea:
Make small, low-risk bets that have massive upside and limited loss.

Examples:

An angel investment in a startup
A free newsletter that attracts business
Building skills that open future doors

You pay little. The reward can be life-changing.

Read 12 tweets

Yasmine Khosrowshahi

@yasminekho

Apr 18, 2025

David Axelrod isn’t a politician, but he made Obama president.

His playbook blends psychology, media control, and grassroots movements.

Once you understand Axelrod’s system, you’ll know how to shape public opinion and influence people🧵

1. In 2004, Barack Obama was just a junior senator from Illinois.

No political dynasty.
No massive war chest.
No national fame.

But David Axelrod saw something others didn’t—a story that could win America’s heart.

And he knew exactly how to tell it.

2. Axelrod wasn’t a politician.

He was a storyteller.

A former journalist turned political consultant, he understood one thing better than anyone else:

People don’t vote for policies—they vote for stories that make them feel something.

Here’s the 3-part system he used to make Obama president:

Read 15 tweets

Yasmine Khosrowshahi

@yasminekho

Apr 14, 2025

You can’t build a winning brand without a unique market insight

Every top brand noticed what others ignored & ran with it

Here’s how your favorite brands spotted their unique market insight:

1. Liquid Death

2. Canva

3. Bumble

Read 11 tweets

Yasmine Khosrowshahi

@yasminekho

Apr 11, 2025

I've been selling products & services for over 8 years & trust me

No skill comes close to selling when it comes to making tons of money

Here are 7 psychological biases that make people buy without even realizing it:

1. Effort Justification Bias

The more effort someone invests, the more they value the outcome.

Example: IKEA

Customers assemble the furniture themselves—and that effort increases perceived value.

This bias is so strong it’s known as the “IKEA Effect.”

Marketers use this in onboarding flows, quizzes & customizations—the more work you put in, the more you’ll want to complete the purchase.

2. The Pratfall Effect

A brand becomes more appealing when it shows a small flaw—because it feels more human and trustworthy.

Example: Domino’s Pizza

When Domino’s admitted their pizza sucked and publicly showed how they improved it, sales went up dramatically.

Flaws can increase likeability—as long as they’re paired with growth or transparency.

Read 9 tweets

Yasmine Khosrowshahi

@yasminekho

Apr 10, 2025

I’m convinced Ross Edgley isn’t human

• Swam 157 days without setting foot on land
• Ran a marathon dragging a 1,400 kg car for 19 hours
• Climbed a rope equal to Everest’s height in 20 hours

How he did that will rip off your mental limitations forever:

1. The Great British Swim: 157 days at sea

In 2018, Ross Edgley became the first person to swim around mainland Great Britain.

He swam 12 hours a day for 157 consecutive days.
Never set foot on land once.

He faced:
– 5,000+ jellyfish
– 7ft swells
– Salt tongue (his tongue literally began to fall apart)

This wasn’t just physical—it was psychological warfare.

2. World's Strongest Marathon

Running a marathon is tough.
Running it while pulling a 1.4-ton Mini Countryman?

That’s what Edgley did in 2016—26.2 miles in 19 hours and 36 minutes.

Every step was a grind.
Every tendon was screaming.
He redefined what a “marathon” could even mean.