Navigating Change: Transport, Tradition, and Generation Gaps

Rory Sutherland

took a TOTALLY new angle to this conversation

Rory like you’ve never heard him before.

ON THE MENU:

1. Bottle Neck Theory: how brands can use Bottle Neck Theory to grow their brand, Bottle necks will move
2. The 7th Law of Persuasion: “Confession works well in the church and well in the advertising room”
3. Bryon Sharp: Mental Availability vs. Physical Availability: most brands struggle with one or the other
4. Nassim Taleb, KFC Salads,
5. Marketeers Need to think like M16 Detectives: We need more models, Cop DNA model you need different models
6. Nassim Taleb Predicatablity vs. Randomness in Brand Building: Exposure to natural variation in stimulus is healthy for humans
7. Will Guidara Pursue Contradictory Goals “Excellence & Hospitality” + “Surprise & Consistency”
8. How Couples Sexting in 1980’s
9. Churchill’s Marketing Secrets to win world war two
10. Smart answers lie in dumb questions
11. M16 and Bletchley Park Hiring tactics for Challenger Brands: Hire someone who’s mentally unusual, then find a role for them
12. JOB Descriptions are DUMB. Hire someone who’s mentally unusual, then find a role for them
13. A lot of people do nothing, some people do a lot
14. Just because it makes sense, doesn’t make it true
15. We underestimate the power of randomness in Everyday life
16. Rick Rubin: You’re measured on your outputs “Distraction is not procrastination”
17. 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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