The Butterfly Effect

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The small things that creative people obsess about and the lack of sense of proportion are actually important in the creative process. These small things often have a butterfly effect and can be utterly transformative. Sometimes, it is the tiny differences, not big changes, that make something great. This lack of sense of proportion is part of the job and is appropriate. It is interesting how decisions made by artists, such as Johnny Cash deciding to use trumpets in one of his songs, can have a significant impact on the outcome. Without these small decisions, the final result would not be the same.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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