1min snip

What most people miss about marketing | Rory Sutherland (Vice Chairman of Ogilvy UK, author)

Lenny's Podcast: Product | Growth | Career

notes

NOTE

Embrace Evolution, Not Revolution

The hotel industry is primed for disruption, yet successful reinvention must strike a balance between innovation and familiarity. Consumers prefer a gradual evolution of experiences rather than sudden, drastic changes. Applying the concept of 'maximally advanced yet acceptable' suggests that while some innovation is welcomed, it should align with existing consumer behavior patterns. Notable examples, like the evolution from iPod to iPhone, illustrate the effectiveness of building upon previous successes rather than introducing entirely new concepts. Idiosyncrasies in innovative approaches can be advantageous, as they enhance uniqueness and appeal if integrated carefully.

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Transcript

Episode notes

Rory Sutherland is widely regarded as one of the most influential (and most entertaining) thinkers in marketing and behavioral science. He’s the vice chairman of Ogilvy UK, the author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, and the founder of Nudgestock, the world’s biggest festival of behavioral science and creativity. He champions thinking from first principles and using human psychology—what he calls “thinking psycho-logically”—over mere logic. In our conversation, we cover:

• Why good products don’t always succeed, and bad ones don’t necessarily fail

• Why less functionality can sometimes be more valuable

• The importance of fame in building successful brands

• The importance of timing in product success

• The concept of “most advanced, yet acceptable”

• Why metrics-driven workplaces can be demotivating

• Lots of real-world case studies

• Much more

Note: We encountered some technical difficulties that led to less than ideal video quality for this episode, but the lessons from this conversation made it impossible for me to not publish it anyway. Thanks for your understanding and for bearing with the less-than-ideal video quality.

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Find the transcript at: https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing

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Where to find Rory Sutherland:

• X: https://x.com/rorysutherland

• LinkedIn: https://www.linkedin.com/in/rorysutherland

• Book: Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life: https://www.amazon.com/Alchemy-Curious-Science-Creating-Business/dp/006238841X