BOOK Stack

HUSH PUPPIES – A DEAD BRAND REBORN

In 1994, a few New York hipsters wore old Hush Puppies to be different. Designers noticed, word spread, and sales jumped from 30k pairs to millions in a few years.

CRIME IN NEW YORK – FROM FEAR TO SAFETY

Early 1990s New York was violent and unsafe. Within five years, murders dropped by over 60 percent and serious crime almost halved, especially in the worst neighborhoods.

WHAT DO SHOES AND CRIME HAVE IN COMMON?

Hush Puppies and New York crime show the same pattern: contagious behavior, small triggers with big effects, and sudden, dramatic change after a hidden threshold is crossed.

THE THREE RULES OF SOCIAL EPIDEMICS

Gladwell says all social epidemics follow three principles: the Law of the Few, the Stickiness Factor and the Power of Context.

EPIDEMICS ARE CONTAGIOUS

Ideas and behaviors spread person to person through exposure: seeing, hearing or feeling something makes others more likely to copy it, just like catching a virus.

SMALL CHANGES, HUGE OUTCOMES

We expect big results to come from big causes. Epidemics break that rule. Tiny shifts in a few variables can produce outsize, geometric jumps in impact.

GEOMETRIC GROWTH – PAPER TO THE SUN

Fold a thin paper 50 times and it would reach the sun. Epidemics grow the same way: doubling, doubling, then exploding far beyond what feels “proportionate.”

THE TIPPING POINT DEFINED

The tipping point is the critical moment when an idea, behavior or trend suddenly takes off. Change is slow and invisible, then it breaks sharply into a new state.

THREE LEVERS OF ANY EPIDEMIC

Any epidemic is driven by: who spreads it, how sticky the message is and the context it lives in. Gladwell names these: Law of the Few, Stickiness and Context.

LAW OF THE FEW – UNEQUAL IMPACT

In epidemics, a small fraction of people drive most of the spread. They are not average. They have unusual social reach, knowledge or persuasive power.

CONNECTORS – HUMAN HUBS

Connectors know an unusually large number of people across many groups. They bridge social circles so ideas can leap from one world into many others.

SIX DEGREES – BUT NOT ALL EQUAL

Milgram’s chain-letter study found most letters to a Boston broker passed through a few key people. We are all linked, but some are far more central than others.

WEAK TIES – THE POWER OF ACQUAINTANCES

Granovetter showed people got jobs mostly through acquaintances, not close friends. Weak ties connect us to new worlds and fresh information.

PAUL REVERE VS WILLIAM DAWES

Both warned of the British. Revere’s ride triggered mass mobilization. Dawes did not. Revere was a classic Connector and Maven with credibility and reach.

MAVENS – INFORMATION SPECIALISTS

Mavens collect detailed knowledge about products, prices and options. They share advice not to impress, but to help. People trust them and listen.

MARKET MAVENS KEEP MARKETS HONEST

A few price-obsessed consumers notice false “sales.” Their complaints and warnings deter supermarkets from abusing promotions. A tiny group protects everyone.

SALESMEN – NATURAL PERSUADERS

Salesmen are gifted at nonverbal influence: timing, tone, facial micro-movements and synchrony. They pull people into their conversational rhythm and move them to act.

STICKINESS – MESSAGES THAT STAY

Stickiness is how memorable and actionable a message is. A sticky idea lodges in memory and changes behavior, not just awareness.

SMALL TWEAKS, BIG BEHAVIOR CHANGE

Scary brochures made students say shots were important, but only 3 percent got vaccinated. Adding a simple map and clinic times raised actual shots to 28 percent.

SESAME STREET AS A STICKINESS LAB

Sesame Street tested each segment with “distractor” slides and eye-tracking to see what kids really watched. Attention data guided editing to maximize learning.

WHY BIG BIRD JOINED THE STREET

Early tests showed kids tuned out when only adults appeared. Bringing Muppets into real street scenes made the show sticky and educational at the same time.

DESIGN FOR HOW KIDS ACTUALLY WATCH

Children do not stare passively. They look when the story makes sense and look away when confused. Clarity, not noise, drives real attention and learning.

POWER OF CONTEXT – ENVIRONMENT SHAPES BEHAVIOR

The Power of Context says people are highly sensitive to their surroundings. Minor cues in the environment can push behavior toward crime or away from it.

BROKEN WINDOWS THEORY

Visible signs of neglect like graffiti or broken windows signal “no one is in charge.” They create permission for more serious crime to spread.

CLEANING THE SUBWAY TO CUT CRIME

New York transit fought graffiti car by car and arrested fare-beaters with mobile booking buses. Targeting small offenses coincided with sharp drops in serious crime.

CRIME IS CONTEXT-SENSITIVE

New Yorkers did not suddenly become “good.” Changing visible norms and minor rules pushed many borderline people away from crime at the tipping point.

GROUPS AMPLIFY EPIDEMICS

Tight-knit groups make ideas stickier. John Wesley’s small Methodist classes and modern book clubs like Ya-Ya Sisterhood turn reading into shared identity.

THE RULE OF 150

Dunbar’s research suggests humans can maintain about 150 real social relationships. Beyond that, cohesion and peer pressure weaken sharply.

GORE ASSOCIATES – SCALING BY SPLITTING

W. L. Gore caps each plant at about 150 people. When parking overflows, they build a new plant. Small size keeps peer accountability strong without heavy hierarchy.

DIFFUSION MODEL – HOW IDEAS MOVE

New ideas spread in phases: Innovators, Early Adopters, Early Majority, Late Majority, Laggards. Each group needs different cues and proof to adopt.

CROSSING THE CHASM

Innovator behavior is often too extreme for the majority. Connectors, Mavens and Salesmen “translate” edgy ideas into forms regular people accept and copy.

AIRWALK – ENGINEERING COOL

Airwalk grew from niche skate shoe to global brand by embedding authentic subculture signals into ads and timing them as those signals reached the mainstream.

TRENDSPOTTERS AND YOUTH “COOL”

Researchers like DeeDee Gordon tracked edgy teens, spotted rising micro-trends and turned them into visual stories so ordinary teens could “get” and adopt them.

PUTTING IT ALL TOGETHER

To tip any idea, align three levers: enlist the right few people, craft a sticky message and redesign the context so the desired behavior feels easy and normal.

PRACTICAL QUESTION FOR YOU

For any product, habit or movement ask: Who are my Connectors and Mavens, what is my stickiest version of the message and what small contextual shifts can flip behavior?

THE ALMANACK OF WISDOM

Peter Kaufman introduces Charlie Munger as this generation’s Benjamin Franklin, blending wit, humor, and deep multidisciplinary wisdom.

MORE THAN INVESTING

Munger’s talks go beyond portfolio strategy — they focus on independence, judgment, learning, and the pursuit of wisdom.

THE MENTAL MODELS EDGE

Charlie built his decision-making system on models from math, history, psychology, and physics — simple yet powerfully effective.

OLD TALKS, EVERGREEN LESSONS

The earliest talks in this collection remain timeless because they are grounded in human nature and universal truths.

THE HUMOR OF A SAGE

Charlie mixes philosophers, comedians, and business icons to deliver wisdom in ways that stick and entertain.

LEARNING BY INVERSION

Charlie borrows from Carl Jacobi, urging us to reverse assumptions and think from the opposite perspective to uncover truth.

MIDWESTERN VALUES

Sobriety, reliability, curiosity, and humility shaped Charlie’s worldview and his lifelong pursuit of wisdom.

STORIES OVER STATS

Charlie avoids drowning in numbers; instead, he teaches through stories, case studies, and humor to make lessons unforgettable.

INDEPENDENCE FIRST

Charlie’s drive for wealth was not luxury but independence — the freedom to think and act on his own terms.

A LIFE OF CURIOSITY

He weaves lessons from ancient orators, scientists, and pop culture alike — proof that curiosity fuels wisdom.

REDUNDANCY = MASTERY

Charlie repeats lessons often because deep understanding requires revisiting truths until they become second nature.

TALKS THAT TEACH FOREVER

From worldly wisdom to human misjudgment, Charlie’s 11 talks form the heart of this Almanack, relevant for business and life.

THIS IS ABOUT CHARLIE MUNGER'S 11 TALKS

CHAPTER 1

MEET BERKSHIRE’S QUIET BLADE

Behind Berkshire’s rise stands Charlie Munger, Buffett’s friend, lawyer, adviser, and tireless devil’s advocate, compounding clarity into outsized results.

13,500× WITHOUT HYPE

Since the 1960s, Buffett and Munger grew Berkshire’s value through disciplined opportunity selection, patience, and a near allergy to dilution.

BORN IN OMAHA, BUILT FOR WISDOM

Munger’s Midwestern upbringing forged restraint, reliability, and curiosity that later shaped his multidisciplinary approach to decisions.

BUFFETT & SON: EARLY FRICTION

Harsh grocery shifts under Ernest Buffett taught Charlie thrift, grit, and skepticism toward systems that ignore incentives.

READING AS A SPORT

Voracious reading wired Munger for cross-domain thinking, blending ethics, science, and history into a single latticework.

SCIENCE CURIOUS, RESULTS OBSESSED

Early exposure to medicine and statistics sparked Charlie’s love for evidence, feedback loops, and decisions grounded in reality.

NEGOTIATOR AT 14

Even as a kid, Charlie brokered advantage by spotting value others missed, a preview of his future investing temperament.

DEPRESSION LESSONS

Family resilience and a judge-grandfather’s smart rescues taught Charlie capital stewardship, prudence, and community duty.

CHOOSE YOUR GAMES WISELY

College sharpened his love for physics-style problem solving. For Munger, sound theory beats fashion, every time.

WAR SCHOOLING

Thermodynamics and weather systems trained Charlie to model uncertainty, weigh odds, and act with calm under pressure.

HARVARD WITHOUT A BA

With help from Roscoe Pound, Munger entered Harvard Law, graduating magna cum laude, proving outcomes beat credentials.

PAIN, THEN PERSPECTIVE

Personal tragedy deepened Charlie’s empathy and steel. He learned to endure, decide clearly, and keep moving with purpose.

REBUILT LIFE, EXPANDED FAMILY

A blended, growing family anchored his drive for independence, philanthropy, and long-horizon thinking.

LAWYER WHO THOUGHT LIKE AN OWNER

He swapped some client fees for stakes, learning business from the inside. Skin in the game sharpened his judgment.

REAL ESTATE FLYWHEEL

Charlie reinvested gains into bigger projects, turning $100K into $1.4M by 1964, compounding skill, trust, and capital.

MUNGER, TOLLES… CULTURE FIRST

He co-founded a top law firm, set humane norms, and later left his capital share to a partner’s family. Principles over optics.

THE BUFFETT SPARK

Charlie and Warren clicked instantly, trading letters and ideas. No contract. Just character, curiosity, and compounding trust.

FROM LAW TO LEVERAGE

Buffett’s nudge helped Munger pivot from billable hours to building equity vehicles that scale while you sleep.

WHEELER MUNGER: THE SCORECARD

28.3 percent gross for 11 years, two nasty bear-market hits, then a huge rebound. Lessons: temperament, survivability, patience.

HOLDCO OVER HEDGE FUND

Charlie followed Warren in preferring permanent capital and control via holding companies over managing outside money.

BERKSHIRE’S PLAYBOOK

From GEICO to Dairy Queen, Post to Coke stakes, Berkshire favored moats, managers, and time in the saddle.

FRANKLIN AS A MENTOR

Munger learned through lives, not lectures. Biography turns concepts into models you can recall under pressure.

WEALTH → INDEPENDENCE → IMPACT

Charlie used wealth to buy freedom and fund causes, from schools to research centers, multiplying good beyond himself.

CLEAR RULES. LONG GAMES.

Munger’s portrait is a system: learn widely, think clearly, choose high-quality games, and let time do the heavy lifting.

TIMELESS TAKEAWAY

Across heartbreaks and booms, Charlie’s edge stayed the same: curiosity, courage, ethics, and an owner’s mindset.

CHAPTER 2

RETURN IT WITH A FULL TANK

Sun Valley lesson: even when rushed, top up the Jeep. Small acts signal character, build trust, and turn acquaintances into lifelong friends.

FAIRNESS THAT STICKS

The owner wouldn’t have noticed the gas. Charlie still did it. Integrity is a habit, not a performance. People remember who runs on honor.

DINNER TABLE MBA

Munger taught through morality tales and “downward spirals.” Humor plus consequence made ethics unforgettable and behavior self-policing.

CONFESS FAST, DON’T COVER

A finance officer owned a costly error and kept his job. Lesson: tell it early and straight. Trust recovers speed; deceit compounds damage.

STILL TEACHING AT 80

With grandkids in the mix, the stories continue. Repetition is deliberate. Values must be rehearsed to become reflexes under pressure.

DO IT RIGHT, FIRST TIME

A missed newspaper triggered a brutal do-over in rain and waves. The pain made the standard permanent. Excellence begins with zero excuses.

OWN THE OUTCOME

No locksmiths, no whining. Two hours in murky water to recover car keys. Responsibility means you close the loop, however hard it is.

PRACTICE THE UNSEXY SHOT

He drilled easy put-away volleys with a ball machine. Master boring edges others skip. In life and markets, fundamentals win tournaments.

MONK-MODE FOCUS

Chinese-wall your attention.
Amid TV chaos and kids, he’d vanish into reading, plans, or markets. Deep focus is a superpower. Guard it and you’ll outlast the noise.

CONTRARIAN BALANCE

In the radical 60s, he trained balance like aquaplaning: shift weight, avoid extremes. Skepticism kept his kids steady in wild currents.

BACK YOU LIKE A BILLIONAIRE

He funded crisp shirts and confidence from 3,000 miles away. Support plus standards builds a spine that resists fads and fury.

THE HANDS THAT TEACH

From egg-toss trophies to fishing knots, his hands modeled care and competence. Tender with people, exacting with craft. That’s culture.

BOOKS BEFORE BREAKFAST

Graph paper, biographies, genetics, markets. Curiosity ran from dawn to dusk. Learning wasn’t an event; it was the household climate.

STAGE PRESENCE, ZERO EGO

At Omaha, he’d sip Coke, sample See’s, drop a zinger, then yield. Authority without performance. Precision over verbosity.

MESSAGES, NOT LECTURES

He sent articles, letters, and coded anecdotes to guide decisions. Group delivery spared feelings, preserved dignity, and still landed.

MOUNT RUSHMORE MODE

Kids approached requests like Dorothy before Oz. Silence, a rumble, or a ruling. Stoic presence taught restraint more than speeches did.

DURABILITY OVER FASHION

Buy what lasts and fits your game. Rituals create identity. Stability in dress frees bandwidth for judgment where it matters.

TRADITION AS STRATEGY

Same brands, same habits, same compass. By standardizing the trivial, he saved focus for the consequential. That’s how clarity compounds.

HUMOR AS HANDLE

From “played that like a plumber” to dinner-table epics, wit softened the sting while tightening the standard. Laugh, learn, remember.

CHARACTER IS CONTAGIOUS

Gas the car. Admit the error. Finish the job. Read daily. Practice the boring edge. These micro-rules become a family operating system.

CHAPTER 3

FRANKLIN’S HEIR

Munger mirrors Franklin: hard work, curiosity, patience. Investing is a byproduct of a rigorously organized life and clear thinking habits.

LATTICEWORK MIND

He fuses tools from physics, biology, psychology, math, history into a latticework that reduces chaos to first principles and action.

ECOSYSTEM ANALYSIS

Not just financials. He maps incentives, moats, tech shifts, regulation, labor, customers, and second-order effects to see the whole game.

BIG IDEAS, BIG DISCIPLINE

From redundancy to compounding, tipping points to autocatalysis, Munger applies cross-field laws to explain durable advantage or decay.

PREPARATION → CLARITY

His “obvious” insights follow deep study. Simplicity emerges after wrestling complexity into a few governing variables you can trust.

TWO-TRACK THINKING

Track 1: interests, probabilities, value. Track 2: psychology of misjudgment. You need both to price reality, not stories.

INVERT, ALWAYS INVERT

Start with what to avoid. Delete dumb risks and dead ends. Eliminating the losing half of the board frees focus for high-odds plays.

PHYSICS, NOT PHYSICS ENVY

Beware one-formula answers for complex systems. Aim for robust models that hold under stress, not cute equations that crumble.

CIRCLE OF COMPETENCE

Beware one-formula answers for complex systems. Aim for robust models that hold under stress, not cute equations that crumble.

CIRCLE OF COMPETENCE

He filters ruthlessly. Only simple, dominant, understandable franchises survive. Hype deals and tricky tech go in the “too tough” pile.

GREAT AT FAIR > FAIR AT GREAT

Prefer wonderful businesses at fair prices. Quality compounds. You avoid constant sell decisions and maximize time in the saddle.

OWNER’S METRICS

He rebuilds statements for reality: owner earnings, true working capital, options, pensions, float, hidden liabilities, real cash yield.

MOATS THAT WIDEN

He rates brands, distribution, cost edges, culture, and durability versus competitive destruction. Survival across cycles is the test.

CHECKLIST THINKING

Before pulling the trigger: price, volume, disclosures, capital availability, exits, opportunity cost. Checklists prevent dumb drift.

SIT-ON-YOUR-ASS INVESTING

He makes large, patient bets in a tiny portfolio. Fewer trades, less noise, better taxes, more compounding. Activity isn’t progress.

TEMPERAMENT IS ALPHA

Objectivity, patience, calm, and willingness to look wrong beat IQ. Mimicking the herd drags you to average. Stand alone with data.

MR. MARKET IS A PARTNER

Use market quotes, don’t obey them. Value first, price second. Mood swings are opportunities when your analysis is anchored.

RISK FIRST

Start every decision measuring downside and margin of safety. Avoid bad people, bad terms, and irreversible loss. Play long games.

ALLOCATION IS JOB #1

Best use is the next best forgone. When odds are great, bet heavy. Don’t diversify into mediocrity. Capital is scarce. Aim it.

PATIENCE × DECISIVENESS

Most days you prepare, not act. When the right pitch comes, swing hard. Be fearful when others are greedy, and the reverse.

CHANGE OR BE CHANGED

He updates models, amends beloved ideas, and accepts complexity. Adaptation beats stubbornness, especially across long horizons.

FOCUS BEATS FRENZY

Keep goals visible, exclude noise, fix leaks early. Integrity and reputation compound or evaporate fast. Protect both daily.

FROM SCIENCE TO STRATEGY

He tracks conversions of energy and cost in real supply chains, not slide decks. Advantage must pay in the physics of delivery.

SECOND-ORDER THINKING

Model feedback loops, tipping points, spillovers. What happens after what happens next is where edge often hides.

PROCESS OVER OUTCOME

A good decision can lose. A bad process can win by accident. He grades preparation and reasoning because those are controllable.

READING AS A SPORT

Curiosity is the compounder behind returns. Learn widely, ask “why” relentlessly, and get a little wiser every day.

THE LALAPALOOZA EFFECT

Preparation, discipline, patience, decisiveness combine into cascading positives. That flywheel is Munger’s real edge.

WHEN TO SELL? RARELY

Own a few great companies so you don’t constantly reassess. Selling is hard and tax-heavy. Let quality compound for you.

SUMMARY: THE MUNGER METHOD

Cut the “too tough.” Attack with multidisciplinary models. Demand moats and owner earnings. Be patient. When it’s right, go big.

CHAPTER 4

11 TALKS THAT OUTLIVED THE STAGE

Each talk reveals how to think better, decide better, and live wiser. Together, they form a survival manual against stupidity and self-inflicted misery.

TALK 1 : HARVARD SCHOOL (1986)

TALK 1: HARVARD SCHOOL (1986)

Instead of chasing happiness, Munger flipped the frame: “How do you guarantee a miserable life?” Avoiding stupidity beats seeking brilliance.

TALK 1 : RULE 1 : RULE OF ADDICTION

Start drinking too much, using drugs, or gambling compulsively — and misery is virtually guaranteed. Addiction destroys judgment and freedom.

TALK 1 : RULE 2 : RULE OF ENVY & RESENTMENT

Nothing corrodes happiness like resenting others’ success. Envy ensures you can’t enjoy your own wins. Resentment chains you to bitterness.

TALK 1 : RULE 3 : RULE OF UNRELIABILITY

Show up late, break your word, cut corners. Unreliability compounds like reverse interest — your reputation decays, doors close forever.

TALK 1 : RULE 4 : RULE OF NOT LEARNING FROM OTHERS

Insist on making every mistake yourself. Skip books, mentors, and case studies. Pay full price for every error — the most expensive degree.

TALK 1 : RULE 5 : RULE OF GIVING UP EARLY

Every worthwhile path has reverses. If you fold at the first setback, misery compounds. Perseverance is often the only edge you have.

TALK 1 : RULE 6 : RULE OF SKIPPING INVERSION

Great algebraist Carl Jacobi said, “Invert, always invert.” Refuse this lens and you’ll fall into obvious traps — ones you could’ve sidestepped.

TALK 1 : RULE 7 : RULE OF FROZEN OPINIONS

Never update your beliefs. Cling to outdated views because they’re comfortable. Misery thrives when growth stops and rigidity sets in.

THE META-LESSON OF TALK 1

By cataloguing paths to ruin, Munger gave graduates a playbook for success. Avoid stupidity, and what remains — reliability, learning, objectivity — leads to a good life.

TALK 2: ELEMENTARY WORLDLY WISDOM (1994)

TALK 2: ELEMENTARY WORLDLY WISDOM (1994)

Munger told USC students that no single discipline is enough. Wisdom comes from weaving models from many fields into one mental toolkit.

TALK 2 : MODEL 1 : THE LATTICEWORK CONCEPT

If all you have is one tool, the world looks like nails. Collect 80–90 big models from diverse fields — they click together into usable judgment.

TALK 2 : MODEL 2 : THE MATH MODELS

Expected value, permutations, compounding interest — these basics are non-negotiable. Miss them, and you’re like a pilot who can’t read instruments.

TALK 2 : MODEL 3 : THE ENGINEERING MODELS

Build backup systems. Know when stress points snap. Apply safety margins. The logic of bridges applies to portfolios, companies, even careers.

TALK 2 : MODEL 4 : THE BIOLOGY MODELS

Natural selection, ecology, and feedback loops explain more than textbooks admit. Companies evolve, die, or adapt just like organisms.

TALK 2 : MODEL 5 : THE PSYCHOLOGY MODELS

Incentives, social proof, commitment bias, denial, envy — these warp perception daily. Ignore them, and you’ll be blind to half of reality.

TALK 2 : MODEL 6 : THE ECONOMICS MODELS

Microeconomics is treasure: opportunity cost, comparative advantage, economies of scale, network effects. These models expose why some firms thrive.

TALK 2 : MODEL 7 : THE CHECKLIST HABIT

Great decisions require checklists. Like bridge players and pilots, run your models in sequence. Discipline protects you from blind spots.

TALK 2 : MODEL 8 : GREAT DECISIONS REQUIRE CHECKLISTS. LIKE BRIDGE PLAYERS AND P

Like horse race odds, markets misprice. Wait until you find a fat pitch — then swing hard. Ten good bets in life can make you rich.

TALK 2 : MODEL 9 : THE PUNCH-CARD RULE

Imagine you only get 20 punches on a decision card. You’d wait, think, and commit only to the very best opportunities. That’s how compounding wins.

TALK 2 : MODEL 10 : TAX-EFFICIENT THINKING

Hyperactivity in markets burns returns through fees and taxes. Holding quality for decades beats chasing small gains and paying tolls.

THE META-LESSON OF TALK 2

You don’t need brilliance in everything. You need the big models, applied together, with discipline and patience. The latticework is enough.

TALK 3: STANFORD LAW (1996)

TALK 3: STANFORD LAW 1996

Munger returned to the theme of multidisciplinary models, but this time he sharpened the focus on psychology, incentives, and ideology.

TALK 3 : POINT 1 : THE PSYCHOLOGY GAP

Munger blasted academic psychology: denial, envy, and incentive-caused bias were missing. Without these, you can’t understand real-world behavior.

TALK 3 : POINT 2 : DEPRIVAL SUPERREACTION SYNDROME

Humans overreact to loss. This drives gambling, revenge, and bad investing. The pain of losing $100 outweighs the joy of gaining $100.

TALK 3 : POINT 3 : THE LOLLAPALOOZA EFFECT

When biases combine — authority, social proof, incentives — the effect is explosive. Think Milgram’s shock experiments or market bubbles.

TALK 3 : POINT 4 : CAPTAIN COOK’S SAUERKRAUT

To fight scurvy, Cook tricked sailors into eating sauerkraut. He served it only to officers at first. Soon, the crew begged for it. A masterclass in persuasion.

TALK 3 : POINT 5 : CHEATING SYSTEMS

If it’s easy to cheat, people will. Once cheating spreads, it normalizes. Munger: stop slop early — workers’ comp fraud in California was his case study.

TALK 3 : POINT 6 : LAW’S UNINTENDED DAMAGE

Laws meant to help often backfire. Stress compensation laws bred fraud rings. Good intentions don’t override bad incentives.

TALK 3 : POINT 7 : THE NAVY RULE

In the Navy, if your ship runs aground — career over. Doesn’t matter why. Harsh? Yes. But it prevents excuses and raises vigilance.

TALK 3 : POINT 7 : IDEOLOGY: THE BRAIN KILLER

Even geniuses like Noam Chomsky let ideology warp thinking. Munger and Buffett both avoided rigid ideology — it preserved clarity.

TALK 3 : POINT 8 : APPEAL TO INTERESTS, NOT MORALS

Want someone to do the right thing? Don’t lecture. Show how self-interest aligns with virtue. Fear of ruin beats appeals to conscience.

TALK 3 : POINT 9 : TEACHING BY INDIRECTION

Munger recalled how his father taught him with stories that required a mental reach. Reaching locks the lesson deeper than direct preaching.

TALK 3 : POINT 10 : REMEDIAL WORLDLY WISDOM

Munger wished every law school had a month-long crash course on psychology, economics, and bias. He called it “remedial worldly wisdom.”

THE META-LESSON OF TALK 3

Worldly wisdom isn’t academic trivia. It’s psychology, incentives, law, and morality fused. If you miss the connections, you miss the truth.

TALK 4: USC BUSINESS 1995

TALK 4: USC BUSINESS (1995)

Munger took Coca-Cola as a case study to show how a latticework of models explains enduring success — flavor, psychology, trademarks, and scale.

TALK 4 : POINT 1 : FLAVOR AS A MOAT

Hershey’s odd cocoa-bean husk gave it a unique taste. Coke’s secret formula does the same. When flavor equals identity, it creates lifetime demand.

TALK 4 : POINT 2 : TRADEMARKS THAT PROTECT CIVILIZATIONS

Carnation fought to guard its name. Coke’s brand is priceless. Trademarks incentivize companies to maintain quality — even when no one is watching.

TALK 4 : POINT 3 : BIOLOGY EXPLAINS MATH

We’re wired for motion, not numbers. Graphs hijack our neural design. That’s why Coke’s growth curves on log paper reveal the miracle of compounding.

TALK 4 : POINT 4 : AUTOCATALYSIS IN BUSINESS

Like chemical reactions that accelerate themselves, Coke’s global distribution widened its moat. The bigger it got, the stronger it became.

TALK 4 : POINT 5 : THE REACH OF PSYCHOLOGY

Social proof, conditioning, association — Coke harnesses them all. A bottle in the hand equals happiness in the mind. That’s no accident.

TALK 4 : POINT 6 : THE DISNEY PARALLEL

Disney’s film vault became billions when videocassettes arrived. Coke’s moat is similar: a timeless product carried forward by changing distribution.

TALK 4 : POINT 7 : THE CHECKLIST MIND

Great investors, like great card players, use checklists. Munger: “Don’t just know the tricks — know how they interact.” Coke’s moat checks every box.

WHY IT MATTERS

Flavor, trademarks, compounding, autocatalysis, psychology. Coke teaches: real advantage comes when disciplines converge into one big latticework.

TO BE CONTINUED