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The green owl is not just a mascot. It is a guilt machine. People do their lessons because they do not want to disappoint a cartoon bird. And it works.
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Free education is not a charity model. It is a business model. The 5% who pay subsidize the 95% who learn for free. Everyone wins.
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A streak is the most powerful feature we ever built. People will do insane things to avoid breaking a 500-day streak. Loss aversion is a hell of a drug.
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I invented CAPTCHA and reCAPTCHA before Duolingo. I have accidentally wasted more human time than almost anyone alive. Duolingo is my redemption.
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We treat engagement like a mobile gaming company, not an education company. If the lesson is boring, people stop. Boring is the enemy.