The Dorman Fallacy and the Importance of Recognizing Tacit Functions

1min Snip

00:00

Play full episode

Summary

Comments

Transcript

Episode notes

The Dorman fallacy is when consultants define the role of a Dorman as solely opening the door and overlook other functions such as recognition, security, gossiping with other Dorman, and maintaining the status of the hotel. Consultants may then suggest replacing the Dorman with automated technology to save costs, without considering the tacit functions performed by the Dorman. This narrow view of the Dorman's role can lead to unintended consequences such as a decrease in the rack rates and the presence of vagrants in the hotel entrance.

Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He's the author of the book Alchemy: The Surprising Power of Ideas That Don't Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :)

Sponsored by Huel - go to https://www.huel.com/deepdive and with your first order you’ll get a free t-shirt and shaker.

Sponsored by Trading 212 - download the Trading 212 app https://trading212.com/promocodes/ALI and use the promo code "ALI" after signing up and depositing to receive a random free share worth up to £100. This is not financial advice. Investments can fall and rise. Past performance is no guarantee of future results. Other fees may apply*. Capital is at risk.

Sponsored by WeWork - visit https://www.we.co/ali and use the code ‘ALI’ at checkout to redeem 50% off your first booking.

📚Check out my New York Times Bestselling book Feel-Good Productivity!
Amazon
Website

(00:00) Intro
(01:52) University and your view on education
(10:29) The power of statistics
(23:30) You should always ask why
(25:09) The doorman fallacy
(28:40) Consumer psychology
(32:33) Why you should dare to be trivial
(43:19) Building talkability into a product
(54:48) What got your interested in marketing?
(01:03:33) How most businesses are optimised
(01:04:06) User imagery vs target audience
(01:07:00) How you become the perfect brand
(01:08:33) Evolutionary psychology and products
(01:16:00) The importance of longitudinal questions
(01:18:16) Why new ideas are slow to take off
(01:20:53) Rebrands and longevity
(01:30:37) Brands lead to better products
(01:32:24) What don't people like about advertising?
(01:42:55) Psychological value
(01:48:47) Happiness
(01:56:44) Book recommendations

🔗 CONNECT WITH RORY

📕 Alchemy: The Surprising Power of Ideas That Don't Make Sense - https://geni.us/TcHm5z
🐦 Twitter - https://mobile.twitter.com/rorysutherland
💻 Website - https://www.ogilvy.com/uk/team
👥 Linkedin - https://www.linkedin.com/in/rorysutherland/?originalSubdomain=uk

🔗 CONNECT WITH ALI

📲 Join My Telegram Community - https://t.me/+bH5gLHty5kBiOGZk
🎥 YouTube Channel - https://www.youtube.com/c/aliabdaal
🐦 Twitter - https://twitter.com/aliabdaal
📸 Instagram - https://instagram.com/aliabdaal
💻 Website - https://aliabdaal.com
👥 Linkedin - https://www.linkedin.com/in/ali-abdaal/

If you enjoy listening to the podcast, please do leave a 5-star review on Apple Podcasts - even one line helps! You can also Tweet @AliAbdaal with any feedback, thoughts from the lessons you've learnt from the episodes and we can thank you personally for tuning in 🙏

Want to start your own podcast? We use Transistor! https://go.aliabdaal.com/transistor

Check out the episode on the Deep Dive YouTube Channel.

See privacy policy at https://transistor.fm/privacy