Middle America and the Coffee Culture

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I drove from Chicago to Toronto, then to Western Pennsylvania, and finally to DC. I didn't realize that Middle America still primarily serves filter coffee, unlike in Britain where you can find a variety of espresso options. Italy, even at motorway service stations, offers exceptional coffee. In contrast, France, known for its food, serves terrible coffee.

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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