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Ozan Irturk

Second-Order Thinking: How To Make Better Decisions In Life

Second-order thinking is a useful mental model to make better decisions in life.

3 min readMar 13, 2023

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Second-Order Thinking: How To Make Better Decisions In Life

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Ozan Irturk
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ILLUMINATION

Value Tradeoffs: How To Increase Your Brand’s Perceived Value (Without Doing Anything New)

Ryanair started roasting its customers on social media. And their sales grew. Here’s why it worked and how to value tradeoffs for your…

5 min readOct 21, 2023

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Ozan Irturk
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ILLUMINATION

Jobs-To-Be-Done: How to Discover The Real Insights That Increase Sales

Here’s how a Harvard Professor helped McDonald’s increase milkshake sales by 400%. And how you can do the same:

5 min readMay 12, 2023

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Jobs-To-Be-Done: How to Discover The Real Insights That Increase Sales

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Ozan Irturk
in
ILLUMINATION

Thinking in Bets: How to Make Decisions Like a Poker Player

Poker players use this method to increase their winnings over the long term. Here’s how you can use it in business and life:

4 min readApr 5, 2023

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Thinking in Bets: How to Make Decisions Like a Poker Player

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Ozan Irturk
in
ILLUMINATION

How Success Stories Deceive Us (And How To Avoid It)

We focus on success stories and ignore silent evidence. And it distorts our reality. Here’s how to avoid getting fooled by survivorship…

4 min readApr 1, 2023

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Survivorship bias — cover image

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Ozan Irturk
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ILLUMINATION

How To Deal With Uncertainty (And Gain From It)

There are four degrees of uncertainty. And knowing them can give you an edge in business and life. Here’s how to use the Uncertainty…

4 min readMar 30, 2023

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The Uncertainty Matrix — Cover

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Ozan Irturk
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ILLUMINATION

How to Get Lucky In Life (Without Being Rich)

Luck surface area is a mental model that explains it’s possible to attract luck in life. Here’s how:

4 min readMar 28, 2023

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How to Get Lucky In Life (Without Being Rich)

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Ozan Irturk
in
ILLUMINATION

How Businesses Go From Good To Great (And How You Can Do The Same)

In 2001, Jeff Bezos received advice that shaped Amazon’s fate. Here’s his story and how you can build a great business with the flywheel…

4 min readMar 28, 2023

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How Businesses Go From Good To Great (And How You Can Do The Same)

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Ozan Irturk

How to Avoid Making Business Decisions Like A Losing Gambler

The Concorde fallacy is a mental bias where people continue spending resources (money, time, or effort) on failing projects because of a…

3 min readMar 15, 2023

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How to Avoid Making Business Decisions Like A Losing Gambler

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Ozan Irturk

Don Draper’s Best Ad Pitch And How To Use The Power of Framing

The framing effect is when people make different decisions based on how the outcome is framed. It’s an effective tool in public relations…

3 min readMar 14, 2023

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Don Draper’s Best Ad Pitch And How To Use The Power of Framing

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Ozan Irturk

Ozan Irturk

Founder, Frontera. I help executives turn their businesses into great brands via strategy. Join 10,000+ executives: https://fronterabrands.com

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