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No Source, No Spend.

๐Ž๐ง๐ž ๐ง๐ฎ๐ฆ๐›๐ž๐ซ ๐ฌ๐ฉ๐จ๐จ๐ค๐ž๐ ๐ž๐ฏ๐ž๐ซ๐ฒ ๐ญ๐ซ๐š๐๐ข๐ง๐  ๐๐ž๐ฌ๐ค ๐จ๐ง ๐–๐š๐ฅ๐ฅ ๐’๐ญ๐ซ๐ž๐ž๐ญ ๐ญ๐ก๐ข๐ฌ ๐ฐ๐ž๐ž๐ค: ๐Ÿ—๐Ÿ“% ๐จ๐Ÿ ๐œ๐จ๐ฆ๐ฉ๐š๐ง๐ฒ ๐€๐ˆ ๐ฉ๐ซ๐จ๐ฃ๐ž๐œ๐ญ๐ฌ ๐Ÿ๐š๐ข๐ฅ. ๐Ÿ“‰

It moved markets. It delayed projects. It rattled owners everywhere.

There was just one problem. When people dug into the study behind it, one expert called it, and weโ€™re quoting, โ€œgarbage science.โ€

The scary number travelled faster than the check behind it. Almost nobody who panicked had read the original report. They read a headline about it, often shared by someone whoโ€™d read another headline. And that is this weekโ€™s theme in a single, expensive lesson: ๐‚๐ซ๐ž๐š๐ญ๐ข๐จ๐ง ๐›๐ž๐œ๐š๐ฆ๐ž ๐œ๐ก๐ž๐š๐ฉ. ๐‚๐ก๐ž๐œ๐ค๐ข๐ง๐  ๐๐ข๐๐งโ€™๐ญโ€ฆ

The skinny

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