Idea Name
Context / Source
Malcolm Gladwell What If a Simple Proposition Could Help Millions of Smokers Stop Smoking?
url: https://malcolmgladwell.bulletin.com/what-if-a-simple-proposition-could-help-millions-of-smokers-stop-smoking Tweet url:
Key Idea
Meaning: after rejecting Ayres’ little proposition, they’ve proven to themselves that they have a backbone. They turned down a significant amount of money. And the next time temptation strikes, turning it down will seem easier in comparison.