ITIAPTWC Episode 56a, 56b and 56c – Rory Sutherland
If you’re familiar with Rory Sutherland you’ll know he’s fascinating, thought-provoking and full of incredible insights, just like his excellent new book, Alchemy. So here are three hours twenty-two minutes of that good stuff, where we discussed…
The pros and cons of corporate fame.
The value of noticing unnoticed things.
The unknown benefits of Uber and Air BnB.
The signaling of a legit brand.
‘The worst account executive ever hired’.
Laurel Canyon.
Ethics and B Corps.
Digital advertising.
More signaling.
We interact with brands subconsciously.
Far fewer packaged goods. Far more random services.
LA grocery shopping.
Amazon.
The American work ethic.
More Amazon.
Universal basic income.
The Climate Crisis/electric cars.
Apple/Amazon/Argos.
Economies of scale.
Doing good by stealth.
The brain looks for trade-offs.
Uber.
Purpose.
Virtue signaling as counter-signaling.
How to be cool.
Machu Picchu.
Instinctive evaluations.
The S.C.A.R.F. model.
The adjective order.
The pratfall effect.
Unintentional brand explosion: Buckfast/Jagermeister.
More on brand fame.
Mistrust of advertising.
Pre-suasion.
Timetable padding.
The fashion industry.
(There are a few disjointed edits as a result of splicing two separate chats together, and to avoid contravening various NDAs I’ve signed in the past. Apologies.)
Here’s the Soundcloud link if you want to listen to it in one big chunk. Thanks to the vagaries of WordPress I’ll have to split the iTunes upload and the one on this site into three thirds. They’ll basically continue on from each other. (Further apologies.)
‘Advertising people are mostly right. Their instincts are valuable.’ Really like this quote from Rory. Reminded me of what Bob Hoffman said a while back ‘Yet the simple truth is that the best ad agencies are not the ones with the largest number of Official Consumer Insight Elucidators, but the ones with the best precision guessers.’