Testing the Methodology with Johnny Cash and Genre Rejection

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The narrator had success working with young artists and wanted to see if their methodology would work with a grown-up artist. They chose Johnny Cash as the test subject. The narrator explains the concept of A.B. testing and why they chose an extreme case. They mention a disconnect in people understanding rap music as music and express their disdain for genre rejection. The narrator acknowledges that the best of any genre is usually great, with some hesitation towards electronic dance music.

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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