2min chapter

The Knowledge Project with Shane Parrish cover image

#19 Rory Sutherland: The Psychology of Advertising

The Knowledge Project with Shane Parrish

CHAPTER

You Can Synthesise Happiness Out of Nowhere

Bus automatically credits the assumption of second bestness i in our mind. All 30 people on the plain were suddenly and miraculously transmuted into happy people by the presence of the bus. You can synthesise happiness out of nowhere. It's a miraculous attribute of capitalism that it has more than one means of creating value other than just gruelling human labour and suffering. The fact that you can take something fairly banal, that’s easy to manufacture, and make it magical is a great thing - not a bad thing.

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