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How to Predict the Unpredictable: The Art of Outsmarting Almost Everyone Subclass_MARKETING COMMUNICATION All Out tells a diverseWe are hard wired to believe that the world is more predictable than it is. We chase winning streaks' that are often just illusions, and we are all too predictable exactly when we try hardest not to be. In the 1970s, Daniel Kahneman and Amos Tversky coined the phrase representativeness' to describe the psychology of this behaviour. Since then representativeness has been used by auditors to catch people fiddling their tax returns and by hedge fund