Rory Sutherland

took a TOTALLY new angle to this conversation

Rory like you’ve never heard him before.

ON THE MENU:

Bottle Neck Theory: how brands can use Bottle Neck Theory to grow their brand, Bottle necks will move
The 7th Law of Persuasion: “Confession works well in the church and well in the advertising room”
Bryon Sharp: Mental Availability vs. Physical Availability: most brands struggle with one or the other
Nassim Taleb, KFC Salads,
Marketeers Need to think like M16 Detectives: We need more models, Cop DNA model you need different models
Nassim Taleb Predicatablity vs. Randomness in Brand Building: Exposure to natural variation in stimulus is healthy for humans
Will Guidara Pursue Contradictory Goals “Excellence & Hospitality” + “Surprise & Consistency”
How Couples Sexting in 1980’s
Churchill’s Marketing Secrets to win world war two
Smart answers lie in dumb questions
M16 and Bletchley Park Hiring tactics for Challenger Brands: Hire someone who’s mentally unusual, then find a role for them
JOB Descriptions are DUMB. Hire someone who’s mentally unusual, then find a role for them
A lot of people do nothing, some people do a lot
Just because it makes sense, doesn’t make it true
We underestimate the power of randomness in Everyday life
Rick Rubin: You’re measured on your outputs “Distraction is not procrastination”
What are we trying to do here really?

Exposure to natural variation in stimulus is healthy for humans
How this plays into branding, I.e. predictability vs randomnes.

18.Engineering solutions are deterministic, Change behaviour it’s cheaper, probabilistic
19. The Disney Question: just because it makes sense, doesn’t mean it’s true.
20. The Dunbar Number No One Can Make Meaningful Relationships Past 150 People Humans Can Only Have About 150 Friends Max

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