The Diary Of A CEO with Steven Bartlett The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland
234 snips
Aug 1, 2022 
Join Rory Sutherland, vice chairman of Ogilvy UK and author of "Alchemy," as he unravels the nuances of marketing through a behavioral lens. He discusses how perception shapes value, the concept of scarcity, and why some ideas resonate while others don't. Rory reveals the importance of personal branding, the irrational nature of decision-making, and the fascinating psychological triggers that influence consumer behavior. Prepare for a lively conversation filled with innovative insights on what truly drives success in business!
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Perceived Value
- Perceived value is as real as tangible value, created in the mind, not just the factory.
- Focus on what things mean, not just what they are, using psychology and storytelling.
Uber Map
- Uber's map feature, inspired by Goldfinger, addresses not duration, but uncertainty of waiting times.
- The map transforms the quality of waiting, not the quantity, creating a trustless system.
IKEA Effect
- Making a process more difficult can increase a product's perceived value (the IKEA effect).
- This is because consumers invest effort, creating a narrative of value and justifying lower costs.
