JUST Branding

S06.EP10 - Problem Framing: Rewire How You Think, Create, and Lead with Rory Sutherland

45 snips
Jun 10, 2025
Rory Sutherland, Vice Chairman of Ogilvy UK and a TED speaker, dives into the art of problem framing and its impact on branding. He argues for rethinking marketing strategies by embracing uncertainty and adaptability. Highlighting the challenges of new technologies like electric vehicles, Rory discusses solutions for common consumer fears such as range anxiety. He also explores how the evolving dynamics of consumer trust and AI influence branding, advocating for innovative approaches that go beyond traditional measurement of success.
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INSIGHT

Power of Problem Reframing

  • Redefining the problem often reveals better solutions than tackling it head on.
  • People view altering the problem as cheating, but it can lead to breakthroughs in business and branding.
ANECDOTE

Airport Tray Throughput Anecdote

  • At airports, speeding up tray retrieval after x-ray scanning triples throughput without extra staff costs.
  • Simple behavioral tweaks often outperform costly direct fixes.
INSIGHT

Iterative Problem Solving Needed

  • Business decisions overly focus on linear, sequential problem-solving.
  • Real problem solving is iterative, exploratory, and frequently involves redefining objectives.
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