Joanna Weber
1 min readOct 21, 2022

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One recommendation I would make is for everyone, no matter their role, to take introductory courses in microeconomics and macroeconomics. You can find both on platforms like Coursera at very little cost.

Once you have wrestled with questions such as "under what circumstances can trickle down economics benefit the average worker?" you start to get a handle on how vast global systems can impact individual purchase decisions. Microeconomics digs into that, fleshing out the gaps between strategy 101 and behavioural science.

Once you understand that, it makes sense why choice matters more in rural areas (whereas curation is much more valuable in cities); why banks are so keen to contain interest rates (because it makes debt worthless and debt is their most valuable asset); why we should always ignore sunk costs; and why village high streets are thriving in the pandemic.

Those kinds of insights, combined with design thinking, can be powerful indeed.

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Joanna Weber
Joanna Weber

Written by Joanna Weber

UX research and product development | author of Last Mile

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