Week 13 Reading Reflection

My biggest surprise was the emotional bias section. This always brings you back down to earth in realizing that companies perform just like humans do. We all get equally jaded in our rational thoughts due to emotions and ego. I was confused about the section of the chapter where he goes on to talk about the pricing formula. It was difficult to relate it to my own business because he was using terms that I had never heard of before (or rarely heard in context). My questions to the author would be to explain the "Control Factor" a little bit more as well as to explain how we could apply it to our specific businesses. I didn't see anything wrong with the way the author wrote this chapter.