Capitalism as a Discovery Mechanism

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Capitalism is not just an efficiency mechanism, but also a discovery mechanism. The Austrian School of Economists recognized that its strength lies in exploration and uncovering new possibilities. The joy of capitalism comes from discovering things we never knew we wanted and valuing unexpected opportunities. By viewing capitalism like naturalists, we can embrace its wonder and achieve a better kind of capitalism. Creativity thrives by resolving oppositions, just as capitalism thrives by taking seemingly opposing ideas and finding harmony.

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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