Psychological Value

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Don't make the duro star faster. Make the journey more enjoyable, ok. Put on the trains. Serve better food, ok, to cheapa way actually to compete. Ok. Strangely, engineers see it as cheating. You see, if you have an engineering or a finance background, you see psychological value as invalid. But the vital thing about psychological value is, whereas it's very difficult to perform mag in the world of physics or engineering, you can genuinely perform magic in perception.

Rory Sutherland is the author of Alchemy, a senior advertising executive, and the man who understands why some ideas connect with people and some ideas don’t. He’s a columnist, an innovator and a trailblazer in the world of marketing and advertising.

Rory doesn’t have time for business platitudes, but rather looks for the unconventional crazy ideas that really stand out. This is why he devoted years of his life to looking at business from a human behavioural perspective, to understand not just why people should do things, but why they actually do them.

Rory always seeks out the outlier and the unexplainable phenomena. He’s become an expert on why certain emotional triggers cause us to behave irrationally, how you can be aware of yourself when you aren’t making smart decisions, and how you can deploy those triggers when you’re trying to sell something yourself. Rory blessed us with his one of a kind knowledge to make this one of the most memorable conversations we’ve had with an author for a while.

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