The Creative Process and Small Obsessions

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Creative people have annoying traits like obsessing over small things and ignoring big things, but these traits serve a purpose. They can lead to unique and whimsical decisions, like Johnny Cash's choice to use trumpets in the song 'Ring of Fire'. Without those trumpets, the song wouldn't have the same impact.

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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