The Opposite of a Good Idea Is Another Good Idea

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Optimizing for the long term requires creative thinkers like B. While following instructions and collecting nectar from known sources may result in short-term productivity, it is important to have bees that can think creatively. This is similar to the idea that the opposite of a good idea is another good idea. A humorous example of problem-solving is a situation where firefighters encourage people to fit smoke alarms in low-cost housing. However, most people only accept one smoke alarm when they need three.

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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