Munger states “It is remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent.”

At first hearing, it almost sounds like a no-duh. But be honest with yourself - how many times have you asked “what would a foolish person do” in XYZ scenario you’ve encountered? It’s a small but powerful re-framing of optimal thought. And advertising has lessons reflecting this same principle, all over the place.