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Part Three: Common Biases and Errors Tha... > Keep It Simple: The Limited Search E...

Chapter Twenty-Three. Keep It Simple: The Limited Search Error

Everything should be made as simple as possible, but not simpler.

A. Einstein

Todd Lucci graduated from the University of Illinois in 1993. Although he majored in psychology and talked about going to graduate school and eventually pursuing a career as a therapist, his dad encouraged him to return to his hometown of Chicago and work in the family’s restaurant business. Todd’s dad and uncle own and operate six McDonald’s franchises in northern Illinois.


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