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Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
Invest Like the Best with Patrick O'Shaughnessy
The Opposit of a Good Idea Can Also Be a Good Idea
In some categories, depending on how you frame something, the best thing is an extreme. What the markets want may increasingly be at the extremes, not in the middle. You don't get an endorpin rush from midmarket retail. We get a thrill from an extravagance and we get a bit of a hit from getting a bargain. But we don't get a thrill from something that's neither. I have to say to me, the american grocery when i get back to the u.K,. i love the united states, ibsly, love going there - but one thing i'm glad to get back to in the u k., is the shops, grocery shops....
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