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Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
Invest Like the Best with Patrick O'Shaughnessy
The Moon Shot in Psychology
i've always had a theory that you could transform gat t airport. But increasingly we're running up against the limits of physics in terms of how fast a train can travel, how fast a plane can go. It's much, much easier to achieve a ten x in psychology than an engineering moon shot. The problem with economists who define 'emotional sthenness' is it doesn't seem to be entirely deranged - i'm not sure why people still use j f k by default. There are forms of marketing which are undoubtedly a cheat. Do you know the proportion of our expenditure which achieves a psychological end? We need something like three pints of water and a warm dry place...
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