Rory Sutherland, Vice Chairman of Ogilvy Group, comes back for his second appearance at Infinite Loops!🥳
Here are 7 insights by @rorysutherland on:
● Alchemy & Magic
● Behavioral Science
● Marketing & Persuasion
(THREAD)
Here are 7 insights by @rorysutherland on:
● Alchemy & Magic
● Behavioral Science
● Marketing & Persuasion
(THREAD)
1/
Test counterintuitive things, because nobody else will.
Some of the most valuable discoveries don’t make sense at first.
If they did, someone would have discovered them already.
Test counterintuitive things, because nobody else will.
Some of the most valuable discoveries don’t make sense at first.
If they did, someone would have discovered them already.
2/
The idea that all scientific discoveries have been made by obeying the strict rules of methodology is flawed.
Let's learn to be more comfortable with progress that arises from happy accidents.
The idea that all scientific discoveries have been made by obeying the strict rules of methodology is flawed.
Let's learn to be more comfortable with progress that arises from happy accidents.
3/
Solving problems using only rationality is like playing golf using only one club.
Rationality has its uses, but you will improve your thinking a great deal if you abandon certainty and learn to think ambiguously about the peculiarities of human psychology.
Solving problems using only rationality is like playing golf using only one club.
Rationality has its uses, but you will improve your thinking a great deal if you abandon certainty and learn to think ambiguously about the peculiarities of human psychology.
4/
The nature of our attention affects the nature of our experience.
Whether an experience (be it a hotel, bar, or restaurant) is good or bad doesn’t just depend on what the experience is like objectively.
It depends on what we expect the experience to be like...
The nature of our attention affects the nature of our experience.
Whether an experience (be it a hotel, bar, or restaurant) is good or bad doesn’t just depend on what the experience is like objectively.
It depends on what we expect the experience to be like...
Let's say you’re going to Berlin for a long weekend and have booked a hotel in the former East side of the capital.
When you arrive, you discover your hotel is in a former prison...
When you arrive, you discover your hotel is in a former prison...
If you had turned up at this hotel expecting the Marriott it would have been the worst experience of your life.
However, if you expected an incredibly authentic East Berlin experience, it would be the best hotel you ever stayed in.
However, if you expected an incredibly authentic East Berlin experience, it would be the best hotel you ever stayed in.
5/
What's so special about an airline lounge?
If you ask people, they'd come up with what you might call rational explanations: like free drinks, free food, or WiFi.
This is not a very satisfactory answer...
What's so special about an airline lounge?
If you ask people, they'd come up with what you might call rational explanations: like free drinks, free food, or WiFi.
This is not a very satisfactory answer...
The reality is that there's also a different atmosphere created in the lounge, which is because it's excludable and it's a subset of the population, and therefore slightly less transient, things happen...
Like you can leave your laptop on a table and go and have a pee: you can do that in a lounge!
For some reason, you don't feel you can do that in the rest of the airport...
For some reason, you don't feel you can do that in the rest of the airport...
Now I'm not saying that people in airline lounges aren't crooks; I bet they're the most extreme crooks.
But they're not the kind of cooks who nick your laptop or rifle through your luggage.
But they're not the kind of cooks who nick your laptop or rifle through your luggage.
6/
A flower is simply a weed with an advertising budget.
Nature engages in quite a lot of what seems like ineffective display.
But the very extravagance of this display is what often conveys meaning to us...
A flower is simply a weed with an advertising budget.
Nature engages in quite a lot of what seems like ineffective display.
But the very extravagance of this display is what often conveys meaning to us...
Consider this:
If you’re getting married and you’re inviting people to your wedding, you don’t send around a casual email or a Facebook invite.
You send out an expensive or elaborate invitation, and you make your vows in front of everyone you know.
If you’re getting married and you’re inviting people to your wedding, you don’t send around a casual email or a Facebook invite.
You send out an expensive or elaborate invitation, and you make your vows in front of everyone you know.
7/
Dare to be trivial.
In marketing departments, the general thought process goes something like this:
Well, product X isn't selling very well. So we've looked at this, and we've decided to reduce the price by 7.3%...
Dare to be trivial.
In marketing departments, the general thought process goes something like this:
Well, product X isn't selling very well. So we've looked at this, and we've decided to reduce the price by 7.3%...
And I'm sitting at the end of the table, what I want to say is, “Have you thought of making it pink?”
If I say that I will be regarded as a total idiot who doesn't get the rules of the game...
But, quite often, precisely this kind of thinking is the one that creates magic.
If I say that I will be regarded as a total idiot who doesn't get the rules of the game...
But, quite often, precisely this kind of thinking is the one that creates magic.
P.S. Click here to listen to the full episode.
You won't regret it!😉
infiniteloopspodcast.com/rory-sutherlan…
You won't regret it!😉
infiniteloopspodcast.com/rory-sutherlan…
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