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In evolutionary biology, reciprocal altruism is a behaviour whereby an organism acts in a manner that temporarily reduces its fitness while increasing another organism's fitness, with the expectation that the other organism will act in a similar manner at a later time.

Reciprocal Altruism - Wikipedia

en.wikipedia.org

The halo effect (sometimes called the halo error) is the tendency for positive impressions of a person, company, brand or product in one area to positively influence one's opinion or feelings in other areas. Halo effect is “the name given to the phenomenon whereby evaluators tend to be influenced by their previous judgments of performance or personality.” The halo effect which is a cognitive bias can possibly prevent someone from accepting a person, a product or a brand based on the idea of an unfounded belief on what is good or bad.

Halo Effect - Wikipedia

Edward Thorndike

The great entrepreneurs have found they need to find complements. If you look at yourself and reflect on your skills and your talents and your unique abilities, you’ll find that everybody has their gaps.

Tren Griffin - A Dozen Lessons for Entrepreneurs

2017, Columbia University Press

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