Thread by @sajithpai

I thought this podcast of @rorysutherland w @patrick_oshag was really good.

Learnt about psychological moonshots, hypothecated pricing, and why you should do mass advertising. Clippings fm my notes.

investorfieldguide.com/rory-sutherlan…

Psychological moonshots (as opposed to regular engineering-led moonshots).

Great Q fm Rory - are we in startupland predisposed to more expensive engineering moonshots?

How reframing a negative as a feature, basis our understanding of human psychology, helps. A faster ship would have been harder to pull off & would have still meant slower speed vs an airplane. Instead they focused on slowness and the romance of sea travel.

This is good advice for startups - start with one specific customer friction to be solved; do that well. Then 'land and expand'.

Remember, marketplace / Platform is an outcome of your product success. It is only a way to solve your customer's problem.

Remembering @arnav_kumar's wonderful tweet in this regard.

https://twitter.com/arnav_kumar/status/1295366630705225730

Hyopthecated pricing...

...and other pricing innovations which come out as thinking hard about consumer problems and desires.

On doing mass / inefficient advertising.

Sudhir Sitapati in his book, The CEO Factory, says much the same thing as Rory albeit from a different perspective. “There is not much else to understand in media planning other than: Reach more people fewer number of times than reach fewer people more times or impactfully.”

A great way to look at your marketing department, as the repository of all the interesting behavioural insights of your stakeholders.

There is lots more than the above. As always @rorysutherland is a fascinating mind. For those of you prefer a set of distilled notes, please check out my public notes here = linkedin.com/pulse/psycholo…

And for those of you prefer the audio version, here is the podcast link again as I sign off.

investorfieldguide.com/rory-sutherlan…