

Rory Sutherland, Gerald Ashley & Paul Craven at Abbey Road Part One
Jul 14, 2023
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Episode notes
Hit Prediction
- Predicting hits is difficult, with some succeeding due to unpredictable events.
- These events can be single occurrences or a series, making early identification crucial.
Measuring Growth
- Most changes follow a sigmoid curve, with slow initial growth before reaching critical mass.
- Marketers should measure conversion rates, not just sales, to assess long-term stickiness.
Portfolio Approach
- Diversify investments across a portfolio of ideas, expecting most to fail.
- However, manage spending to avoid running out of funds before a hit emerges.