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Rory Sutherland – Moonshots and Marketing - [Invest Like the Best, EP.191]
Invest Like the Best with Patrick O'Shaughnessy
Unlocking Magic in Complex Systems
In complex systems, even tiny interventions can lead to spectacular results due to butterfly effects. The complexity of human perception and behavior adds layers of intricacy, making deterministic and Newtonian maps insufficient. The quest for universal laws may result in magical outcomes through small tweaks with significant impacts, like domino effects or butterfly effects. Magic, in this context, arises from the potential for immense effects from minor changes or from highly subjective perceptions. For instance, doubling the conversion rate of a call center can be seen as a form of magic by simply tweaking the presentation of subscription options.
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