Invest Like the Best with Patrick O'Shaughnessy Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
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Sep 15, 2020 
Rory Sutherland, Vice Chairman of Ogilvy & Mather Group and author of "Alchemy," shares his unconventional marketing insights. He argues that spreadsheets can stifle creativity and explores the difference between product delivery and emotional impact. The effectiveness of direct mail in a digital world surprises many, especially younger consumers. Rory also discusses how asking simple questions can uncover deeper truths in customer experience, emphasizing that innovative solutions often stem from recognizing psychological nuances.
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Spreadsheets Kill Magic
- Deterministic models like spreadsheets assume proportionality and kill magic.
- Magic happens in complex systems with butterfly effects and subjective perception.
The Power of Social Proof
- Adding "most people choose B" to a three-option choice doubles conversion rates.
- This contradicts economic theory, which assumes perfect information leads to objective decisions.
Psychological Moonshots
- Focus on the customer's experience and feelings rather than just product functionality.
- Apple's success stems from prioritizing how technology feels, not just its capabilities.
