Podcasts about curious science

Financial planning is a service-based business. You're selling the invisible. It can't be seen, touched or experienced before buying. Prospects are forced to search for other ways to evaluate the value of working with you (most of which are NOT great options to inform such an important decision!). Fortunately, Michael Lecours, a financial advisor and co-founder of fpPathfinder, joined the show to explain the challenges of communicating the value of an intangible service and share specific ideas to make the financial planning experience more tangible. You'll Learn: How a dentist office made their service more tangible The invisible influences that drive a prospect's decision Using a client journey map to enhance client experiences What Airbnb can teach us about marketing the real value of an advisor *To sign up for Brendan's newsletter packed with resources to master the human side of advice → Click Here   Resources: Harvard Business Review: Know Your Customers' “Jobs to Be Done” fpPathfinder: Popular Checklists & Flowcharts “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life” by Rory Sutherland  “The Checklist Manifesto: How to Get Things Right” by Atul Gawande Connect with Brendan Frazier:  RFG Advisory LinkedIn: Brendan Frazier Connect with Mike Lecours:  fpPathfinder LinkedIn: Michael Lecours About Our Guest:  Michael Lecours, CFP® is a Co-Founder of fpPathfinder. He is also a financial advisor and planner at the Wealth Strategies Team. Michael began his career in advertising where he worked to develop marketing strategies for insurance companies, banks, credit unions, RIAs and hedge funds. Now, he leverages his background in advertising to distill complex financial planning concepts into straightforward strategies, apply behavioral finance concepts to the planning process and injects a disciplined approach to all facets of the client experience. – Content here is for illustrative purposes and general information only. It is not legal, tax, or individualized financial advice; nor is it a recommendation to buy, sell, or hold any specific security, or engage in any specific trading strategy. Information here may be provided, in part, by third-party sources. These sources are generally deemed to be reliable; however, neither our guest nor RFG Advisory guarantee the accuracy of third-party sources. The views expressed here are those of our guest. They do not necessarily represent those of RFG Advisory, its employees, or its clients. This commentary should not be regarded as a description of advisory services provided by RFG Advisory, or performance returns of any client. The views reflected in the commentary are subject to change at any time without notice. Securities offered by Registered Representatives of Private Client Services. Member FINRA / SIPC. Advisory services offered by Investment Advisory Representatives of RFG Advisory, LLC (“RFG Advisory or “RFG”), a registered investment advisor. Private Client Services and RFG Advisory are unaffiliated entities. Advisory services are only offered to clients or prospective clients where RFG Advisory and its representatives are properly licensed or exempt from licensure. No advisory services may be rendered by RFG Advisory unless a client agreement is in place. RFG Advisory is an SEC-registered investment adviser. SEC registration does not constitute an endorsement of RFG by the Commission, nor does it indicate that RFG or any associated investment advisory representative has attained a particular level of skill or ability.

Lenny's Podcast: Product | Growth | Career ✓ Claim Key Takeaways Check out the episode pageRead the full notes @ podcastnotes.orgRory 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 moreNote: 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. —Brought to you by:• Pendo—The only all-in-one product experience platform for any type of application• Cycle—Your feedback hub, on autopilot• Coda—The all-in-one collaborative workspace—Find the transcript at: https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing—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—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Rory's background(02:37) The success and failure of products(04:08) Why the urge to appear serious can be a disaster in marketing(08:05) The role of distinctiveness in product design(12:29) The MAYA principle(15:50) How thinking irrationally can be advantageous(17:40) The fault of multiple-choice tests(21:31) Companies that have successfully implemented out-of-the-box thinking(30:31) “Psycho-logical” thinking(31:45) The hare and the dog metaphor(38:51) Marketing's crucial role in product adoption(49:21) The quirks of Google Glass(55:44) Survivorship bias(56:09) Balancing rational ideas with irrational ideas(01:06:19) The rise and fall of tech innovations(01:09:54) Consistency, distinctiveness, and clarity(01:21:12) Considering psychological, technological, and economic factors in parallel(01:23:35) Where to find Rory—Referenced:• Google Glass: https://en.wikipedia.org/wiki/Google_Glass• Meta Portal TV: https://www.meta.com/portal/products/portal-tv/• Rory's quote in a LinkedIn post: https://www.linkedin.com/posts/brad-jackson-04766642_the-urge-to-appear-serious-is-a-disaster-activity-7093497742710210560-1LYN/• The MAYA Principle: Design for the Future, but Balance It with Your Users' Present: https://www.interaction-design.org/literature/article/design-for-the-future-but-balance-it-with-your-users-present• Ogilvy: https://www.ogilvy.com/• MCI: https://www.mci.world/• Veuve Clicquot: https://en.wikipedia.org/wiki/Veuve_Clicquot• Why do the French call the British ‘the roast beefs'?: http://news.bbc.co.uk/2/hi/2913151.stm• The Killing on Hulu: https://www.hulu.com/series/the-killing-f5da5c2d-4626-4ba9-bcf3-ff5f891771fb• Original The Killing on BBC: https://www.bbc.co.uk/programmes/b017h7m1• The Mandarin Oriental, Hong Kong: https://www.mandarinoriental.com/en/hong-kong/victoria-harbour• SAT: https://satsuite.collegeboard.org/sat• The Widening Racial Scoring Gap on the SAT College Admissions Test: https://www.jbhe.com/features/49_college_admissions-test.html• What is the age of the captain?: https://www.icopilots.com/what-is-the-age-of-the-captain/• Octopus Energy: https://octopus.energy/• Kraken: https://octopusenergy.group/kraken-technologies• Toby Shannan: https://theorg.com/org/shopify/org-chart/toby-shannan• Dunbar's number: Why we can only maintain 150 relationships: https://www.bbc.com/future/article/20191001-dunbars-number-why-we-can-only-maintain-150-relationships• AO: https://ao.com/• Zappos: https://www.zappos.com/• Joe Cano on LinkedIn: https://www.linkedin.com/in/joeycano/• John Ralston Saul's website: https://www.johnralstonsaul.com/• Voltaire's Bastards: The Dictatorship of Reason in the West: https://www.amazon.com/Voltaires-Bastards-Dictatorship-Reason-West/dp/0679748199• Psycho-Logic: Why Too Much Logic Deters Magic: https://coffeeandjunk.com/psycho-logic/• Herbert Simon's Decision-Making Approach: https://bura.brunel.ac.uk/bitstream/2438/4995/1/Fulltext.pdf• Robert Trivers's website: https://roberttrivers.com/Welcome.html• Crazy Ivan: https://jollycontrarian.com/index.php?title=Crazy_Ivan• The Joys of Being a Late Tech Adopter: https://www.nytimes.com/2019/08/28/technology/personaltech/joys-late-tech-adopter.html• Jean-Claude Van Damme: https://en.wikipedia.org/wiki/Jean-Claude_Van_Damme• Tim Berners-Lee: https://en.wikipedia.org/wiki/Tim_Berners-Lee• Edward Jenner and the history of smallpox and vaccination: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1200696/• The real story behind penicillin: https://www.pbs.org/newshour/health/the-real-story-behind-the-worlds-first-antibiotic• What Are Japanese Toilets?: https://www.bigbathroomshop.co.uk/info/blog/japanese-toilets/• reMarkable: https://remarkable.com/• Chumby: https://en.wikipedia.org/wiki/Chumby• Survivorship bias: https://en.wikipedia.org/wiki/Survivorship_bias• Jony Ive: https://en.wikipedia.org/wiki/Jony_Ive• Marc Newson's website: https://marc-newson.com/• Designing Men: https://www.vanityfair.com/news/business/2013/11/jony-ive-marc-newson-design-auction• Qantas A330: https://marc-newson.com/qantas-a330/• Herodotus: https://en.wikipedia.org/wiki/Herodotus• Big Decision? Consider It Both Drunk and Sober: https://www.forbes.com/sites/chunkamui/2016/03/22/wine-and-sleep-make-for-better-decisions/?sh=5c97fdc524b1• How Henry Ford and Thomas Edison killed the electric car: https://www.speakev.com/threads/how-henry-ford-and-thomas-edison-killed-the-electric-car.4270/• Watch Jay Leno get nostalgic and swoon over this 1909 EV: https://thenextweb.com/news/jay-leno-talk-about-electric-car-1909-baker• Jay Leno's Garage: https://www.youtube.com/@jaylenosgarage• Nudgestock: https://nudgestock.com/• Akio Morita: https://en.wikipedia.org/wiki/Akio_Morita• Don Norman on LinkedIn: https://www.linkedin.com/in/donnorman/• What Makes Tesla's Business Model Different: https://www.investopedia.com/articles/active-trading/072115/what-makes-teslas-business-model-different.asp• Monica Lewinsky on X: https://x.com/MonicaLewinsky• Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains: azon.com/Blindsight-Mostly-Hidden-Marketing-Reshapes-ebook/dp/B07ZKZ5DWF• Branding That Means Business: https://www.amazon.com/Branding-that-Means-Business-Economist-ebook/dp/B09QBCCH9N• PwC: https://www.pwc.com• Ryanair: https://www.ryanair.com• British Airways: https://www.britishairways.com/• Wrigley's began as a soap business: know when to pivot: https://theamericangenius.com/entrepreneur/wrigleys-began-as-soap-know-when-to-pivot/• Transport for Humans: https://www.amazon.com/Transport-Humans-Perspectives-Pete-Dyson/dp/1913019357—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Lenny's Podcast: Product | Growth | Career ✓ Claim Key Takeaways Check out the episode pageRead the full notes @ podcastnotes.orgRory 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 moreNote: 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. —Brought to you by:• Pendo—The only all-in-one product experience platform for any type of application• Cycle—Your feedback hub, on autopilot• Coda—The all-in-one collaborative workspace—Find the transcript at: https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing—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—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Rory's background(02:37) The success and failure of products(04:08) Why the urge to appear serious can be a disaster in marketing(08:05) The role of distinctiveness in product design(12:29) The MAYA principle(15:50) How thinking irrationally can be advantageous(17:40) The fault of multiple-choice tests(21:31) Companies that have successfully implemented out-of-the-box thinking(30:31) “Psycho-logical” thinking(31:45) The hare and the dog metaphor(38:51) Marketing's crucial role in product adoption(49:21) The quirks of Google Glass(55:44) Survivorship bias(56:09) Balancing rational ideas with irrational ideas(01:06:19) The rise and fall of tech innovations(01:09:54) Consistency, distinctiveness, and clarity(01:21:12) Considering psychological, technological, and economic factors in parallel(01:23:35) Where to find Rory—Referenced:• Google Glass: https://en.wikipedia.org/wiki/Google_Glass• Meta Portal TV: https://www.meta.com/portal/products/portal-tv/• Rory's quote in a LinkedIn post: https://www.linkedin.com/posts/brad-jackson-04766642_the-urge-to-appear-serious-is-a-disaster-activity-7093497742710210560-1LYN/• The MAYA Principle: Design for the Future, but Balance It with Your Users' Present: https://www.interaction-design.org/literature/article/design-for-the-future-but-balance-it-with-your-users-present• Ogilvy: https://www.ogilvy.com/• MCI: https://www.mci.world/• Veuve Clicquot: https://en.wikipedia.org/wiki/Veuve_Clicquot• Why do the French call the British ‘the roast beefs'?: http://news.bbc.co.uk/2/hi/2913151.stm• The Killing on Hulu: https://www.hulu.com/series/the-killing-f5da5c2d-4626-4ba9-bcf3-ff5f891771fb• Original The Killing on BBC: https://www.bbc.co.uk/programmes/b017h7m1• The Mandarin Oriental, Hong Kong: https://www.mandarinoriental.com/en/hong-kong/victoria-harbour• SAT: https://satsuite.collegeboard.org/sat• The Widening Racial Scoring Gap on the SAT College Admissions Test: https://www.jbhe.com/features/49_college_admissions-test.html• What is the age of the captain?: https://www.icopilots.com/what-is-the-age-of-the-captain/• Octopus Energy: https://octopus.energy/• Kraken: https://octopusenergy.group/kraken-technologies• Toby Shannan: https://theorg.com/org/shopify/org-chart/toby-shannan• Dunbar's number: Why we can only maintain 150 relationships: https://www.bbc.com/future/article/20191001-dunbars-number-why-we-can-only-maintain-150-relationships• AO: https://ao.com/• Zappos: https://www.zappos.com/• Joe Cano on LinkedIn: https://www.linkedin.com/in/joeycano/• John Ralston Saul's website: https://www.johnralstonsaul.com/• Voltaire's Bastards: The Dictatorship of Reason in the West: https://www.amazon.com/Voltaires-Bastards-Dictatorship-Reason-West/dp/0679748199• Psycho-Logic: Why Too Much Logic Deters Magic: https://coffeeandjunk.com/psycho-logic/• Herbert Simon's Decision-Making Approach: https://bura.brunel.ac.uk/bitstream/2438/4995/1/Fulltext.pdf• Robert Trivers's website: https://roberttrivers.com/Welcome.html• Crazy Ivan: https://jollycontrarian.com/index.php?title=Crazy_Ivan• The Joys of Being a Late Tech Adopter: https://www.nytimes.com/2019/08/28/technology/personaltech/joys-late-tech-adopter.html• Jean-Claude Van Damme: https://en.wikipedia.org/wiki/Jean-Claude_Van_Damme• Tim Berners-Lee: https://en.wikipedia.org/wiki/Tim_Berners-Lee• Edward Jenner and the history of smallpox and vaccination: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1200696/• The real story behind penicillin: https://www.pbs.org/newshour/health/the-real-story-behind-the-worlds-first-antibiotic• What Are Japanese Toilets?: https://www.bigbathroomshop.co.uk/info/blog/japanese-toilets/• reMarkable: https://remarkable.com/• Chumby: https://en.wikipedia.org/wiki/Chumby• Survivorship bias: https://en.wikipedia.org/wiki/Survivorship_bias• Jony Ive: https://en.wikipedia.org/wiki/Jony_Ive• Marc Newson's website: https://marc-newson.com/• Designing Men: https://www.vanityfair.com/news/business/2013/11/jony-ive-marc-newson-design-auction• Qantas A330: https://marc-newson.com/qantas-a330/• Herodotus: https://en.wikipedia.org/wiki/Herodotus• Big Decision? Consider It Both Drunk and Sober: https://www.forbes.com/sites/chunkamui/2016/03/22/wine-and-sleep-make-for-better-decisions/?sh=5c97fdc524b1• How Henry Ford and Thomas Edison killed the electric car: https://www.speakev.com/threads/how-henry-ford-and-thomas-edison-killed-the-electric-car.4270/• Watch Jay Leno get nostalgic and swoon over this 1909 EV: https://thenextweb.com/news/jay-leno-talk-about-electric-car-1909-baker• Jay Leno's Garage: https://www.youtube.com/@jaylenosgarage• Nudgestock: https://nudgestock.com/• Akio Morita: https://en.wikipedia.org/wiki/Akio_Morita• Don Norman on LinkedIn: https://www.linkedin.com/in/donnorman/• What Makes Tesla's Business Model Different: https://www.investopedia.com/articles/active-trading/072115/what-makes-teslas-business-model-different.asp• Monica Lewinsky on X: https://x.com/MonicaLewinsky• Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains: azon.com/Blindsight-Mostly-Hidden-Marketing-Reshapes-ebook/dp/B07ZKZ5DWF• Branding That Means Business: https://www.amazon.com/Branding-that-Means-Business-Economist-ebook/dp/B09QBCCH9N• PwC: https://www.pwc.com• Ryanair: https://www.ryanair.com• British Airways: https://www.britishairways.com/• Wrigley's began as a soap business: know when to pivot: https://theamericangenius.com/entrepreneur/wrigleys-began-as-soap-know-when-to-pivot/• Transport for Humans: https://www.amazon.com/Transport-Humans-Perspectives-Pete-Dyson/dp/1913019357—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Lenny's Podcast: Product | Growth | Career ✓ Claim Key Takeaways Check out the episode pageRead the full notes @ podcastnotes.orgRory 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 moreNote: 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. —Brought to you by:• Pendo—The only all-in-one product experience platform for any type of application• Cycle—Your feedback hub, on autopilot• Coda—The all-in-one collaborative workspace—Find the transcript at: https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing—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—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Rory's background(02:37) The success and failure of products(04:08) Why the urge to appear serious can be a disaster in marketing(08:05) The role of distinctiveness in product design(12:29) The MAYA principle(15:50) How thinking irrationally can be advantageous(17:40) The fault of multiple-choice tests(21:31) Companies that have successfully implemented out-of-the-box thinking(30:31) “Psycho-logical” thinking(31:45) The hare and the dog metaphor(38:51) Marketing's crucial role in product adoption(49:21) The quirks of Google Glass(55:44) Survivorship bias(56:09) Balancing rational ideas with irrational ideas(01:06:19) The rise and fall of tech innovations(01:09:54) Consistency, distinctiveness, and clarity(01:21:12) Considering psychological, technological, and economic factors in parallel(01:23:35) Where to find Rory—Referenced:• Google Glass: https://en.wikipedia.org/wiki/Google_Glass• Meta Portal TV: https://www.meta.com/portal/products/portal-tv/• Rory's quote in a LinkedIn post: https://www.linkedin.com/posts/brad-jackson-04766642_the-urge-to-appear-serious-is-a-disaster-activity-7093497742710210560-1LYN/• The MAYA Principle: Design for the Future, but Balance It with Your Users' Present: https://www.interaction-design.org/literature/article/design-for-the-future-but-balance-it-with-your-users-present• Ogilvy: https://www.ogilvy.com/• MCI: https://www.mci.world/• Veuve Clicquot: https://en.wikipedia.org/wiki/Veuve_Clicquot• Why do the French call the British ‘the roast beefs'?: http://news.bbc.co.uk/2/hi/2913151.stm• The Killing on Hulu: https://www.hulu.com/series/the-killing-f5da5c2d-4626-4ba9-bcf3-ff5f891771fb• Original The Killing on BBC: https://www.bbc.co.uk/programmes/b017h7m1• The Mandarin Oriental, Hong Kong: https://www.mandarinoriental.com/en/hong-kong/victoria-harbour• SAT: https://satsuite.collegeboard.org/sat• The Widening Racial Scoring Gap on the SAT College Admissions Test: https://www.jbhe.com/features/49_college_admissions-test.html• What is the age of the captain?: https://www.icopilots.com/what-is-the-age-of-the-captain/• Octopus Energy: https://octopus.energy/• Kraken: https://octopusenergy.group/kraken-technologies• Toby Shannan: https://theorg.com/org/shopify/org-chart/toby-shannan• Dunbar's number: Why we can only maintain 150 relationships: https://www.bbc.com/future/article/20191001-dunbars-number-why-we-can-only-maintain-150-relationships• AO: https://ao.com/• Zappos: https://www.zappos.com/• Joe Cano on LinkedIn: https://www.linkedin.com/in/joeycano/• John Ralston Saul's website: https://www.johnralstonsaul.com/• Voltaire's Bastards: The Dictatorship of Reason in the West: https://www.amazon.com/Voltaires-Bastards-Dictatorship-Reason-West/dp/0679748199• Psycho-Logic: Why Too Much Logic Deters Magic: https://coffeeandjunk.com/psycho-logic/• Herbert Simon's Decision-Making Approach: https://bura.brunel.ac.uk/bitstream/2438/4995/1/Fulltext.pdf• Robert Trivers's website: https://roberttrivers.com/Welcome.html• Crazy Ivan: https://jollycontrarian.com/index.php?title=Crazy_Ivan• The Joys of Being a Late Tech Adopter: https://www.nytimes.com/2019/08/28/technology/personaltech/joys-late-tech-adopter.html• Jean-Claude Van Damme: https://en.wikipedia.org/wiki/Jean-Claude_Van_Damme• Tim Berners-Lee: https://en.wikipedia.org/wiki/Tim_Berners-Lee• Edward Jenner and the history of smallpox and vaccination: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1200696/• The real story behind penicillin: https://www.pbs.org/newshour/health/the-real-story-behind-the-worlds-first-antibiotic• What Are Japanese Toilets?: https://www.bigbathroomshop.co.uk/info/blog/japanese-toilets/• reMarkable: https://remarkable.com/• Chumby: https://en.wikipedia.org/wiki/Chumby• Survivorship bias: https://en.wikipedia.org/wiki/Survivorship_bias• Jony Ive: https://en.wikipedia.org/wiki/Jony_Ive• Marc Newson's website: https://marc-newson.com/• Designing Men: https://www.vanityfair.com/news/business/2013/11/jony-ive-marc-newson-design-auction• Qantas A330: https://marc-newson.com/qantas-a330/• Herodotus: https://en.wikipedia.org/wiki/Herodotus• Big Decision? Consider It Both Drunk and Sober: https://www.forbes.com/sites/chunkamui/2016/03/22/wine-and-sleep-make-for-better-decisions/?sh=5c97fdc524b1• How Henry Ford and Thomas Edison killed the electric car: https://www.speakev.com/threads/how-henry-ford-and-thomas-edison-killed-the-electric-car.4270/• Watch Jay Leno get nostalgic and swoon over this 1909 EV: https://thenextweb.com/news/jay-leno-talk-about-electric-car-1909-baker• Jay Leno's Garage: https://www.youtube.com/@jaylenosgarage• Nudgestock: https://nudgestock.com/• Akio Morita: https://en.wikipedia.org/wiki/Akio_Morita• Don Norman on LinkedIn: https://www.linkedin.com/in/donnorman/• What Makes Tesla's Business Model Different: https://www.investopedia.com/articles/active-trading/072115/what-makes-teslas-business-model-different.asp• Monica Lewinsky on X: https://x.com/MonicaLewinsky• Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains: azon.com/Blindsight-Mostly-Hidden-Marketing-Reshapes-ebook/dp/B07ZKZ5DWF• Branding That Means Business: https://www.amazon.com/Branding-that-Means-Business-Economist-ebook/dp/B09QBCCH9N• PwC: https://www.pwc.com• Ryanair: https://www.ryanair.com• British Airways: https://www.britishairways.com/• Wrigley's began as a soap business: know when to pivot: https://theamericangenius.com/entrepreneur/wrigleys-began-as-soap-know-when-to-pivot/• Transport for Humans: https://www.amazon.com/Transport-Humans-Perspectives-Pete-Dyson/dp/1913019357—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

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—Brought to you by:• Pendo—The only all-in-one product experience platform for any type of application• Cycle—Your feedback hub, on autopilot• Coda—The all-in-one collaborative workspace—Find the transcript at: https://www.lennysnewsletter.com/p/what-most-people-miss-about-marketing—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—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Rory's background(02:37) The success and failure of products(04:08) Why the urge to appear serious can be a disaster in marketing(08:05) The role of distinctiveness in product design(12:29) The MAYA principle(15:50) How thinking irrationally can be advantageous(17:40) The fault of multiple-choice tests(21:31) Companies that have successfully implemented out-of-the-box thinking(30:31) “Psycho-logical” thinking(31:45) The hare and the dog metaphor(38:51) Marketing's crucial role in product adoption(49:21) The quirks of Google Glass(55:44) Survivorship bias(56:09) Balancing rational ideas with irrational ideas(01:06:19) The rise and fall of tech innovations(01:09:54) Consistency, distinctiveness, and clarity(01:21:12) Considering psychological, technological, and economic factors in parallel(01:23:35) Where to find Rory—Referenced:• Google Glass: https://en.wikipedia.org/wiki/Google_Glass• Meta Portal TV: https://www.meta.com/portal/products/portal-tv/• Rory's quote in a LinkedIn post: https://www.linkedin.com/posts/brad-jackson-04766642_the-urge-to-appear-serious-is-a-disaster-activity-7093497742710210560-1LYN/• The MAYA Principle: Design for the Future, but Balance It with Your Users' Present: https://www.interaction-design.org/literature/article/design-for-the-future-but-balance-it-with-your-users-present• Ogilvy: https://www.ogilvy.com/• MCI: https://www.mci.world/• Veuve Clicquot: https://en.wikipedia.org/wiki/Veuve_Clicquot• Why do the French call the British ‘the roast beefs'?: http://news.bbc.co.uk/2/hi/2913151.stm• The Killing on Hulu: https://www.hulu.com/series/the-killing-f5da5c2d-4626-4ba9-bcf3-ff5f891771fb• Original The Killing on BBC: https://www.bbc.co.uk/programmes/b017h7m1• The Mandarin Oriental, Hong Kong: https://www.mandarinoriental.com/en/hong-kong/victoria-harbour• SAT: https://satsuite.collegeboard.org/sat• The Widening Racial Scoring Gap on the SAT College Admissions Test: https://www.jbhe.com/features/49_college_admissions-test.html• What is the age of the captain?: https://www.icopilots.com/what-is-the-age-of-the-captain/• Octopus Energy: https://octopus.energy/• Kraken: https://octopusenergy.group/kraken-technologies• Toby Shannan: https://theorg.com/org/shopify/org-chart/toby-shannan• Dunbar's number: Why we can only maintain 150 relationships: https://www.bbc.com/future/article/20191001-dunbars-number-why-we-can-only-maintain-150-relationships• AO: https://ao.com/• Zappos: https://www.zappos.com/• Joe Cano on LinkedIn: https://www.linkedin.com/in/joeycano/• John Ralston Saul's website: https://www.johnralstonsaul.com/• Voltaire's B******s: The Dictatorship of Reason in the West: https://www.amazon.com/Voltaires-B******s-Dictatorship-Reason-West/dp/0679748199• Psycho-Logic: Why Too Much Logic Deters Magic: https://coffeeandjunk.com/psycho-logic/• Herbert Simon's Decision-Making Approach: https://bura.brunel.ac.uk/bitstream/2438/4995/1/Fulltext.pdf• Robert Trivers's website: https://roberttrivers.com/Welcome.html• Crazy Ivan: https://jollycontrarian.com/index.php?title=Crazy_Ivan• The Joys of Being a Late Tech Adopter: https://www.nytimes.com/2019/08/28/technology/personaltech/joys-late-tech-adopter.html• Jean-Claude Van Damme: https://en.wikipedia.org/wiki/Jean-Claude_Van_Damme• Tim Berners-Lee: https://en.wikipedia.org/wiki/Tim_Berners-Lee• Edward Jenner and the history of smallpox and vaccination: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1200696/• The real story behind penicillin: https://www.pbs.org/newshour/health/the-real-story-behind-the-worlds-first-antibiotic• What Are Japanese Toilets?: https://www.bigbathroomshop.co.uk/info/blog/japanese-toilets/• reMarkable: https://remarkable.com/• Chumby: https://en.wikipedia.org/wiki/Chumby• Survivorship bias: https://en.wikipedia.org/wiki/Survivorship_bias• Jony Ive: https://en.wikipedia.org/wiki/Jony_Ive• Marc Newson's website: https://marc-newson.com/• Designing Men: https://www.vanityfair.com/news/business/2013/11/jony-ive-marc-newson-design-auction• Qantas A330: https://marc-newson.com/qantas-a330/• Herodotus: https://en.wikipedia.org/wiki/Herodotus• Big Decision? Consider It Both Drunk and Sober: https://www.forbes.com/sites/chunkamui/2016/03/22/wine-and-sleep-make-for-better-decisions/?sh=5c97fdc524b1• How Henry Ford and Thomas Edison killed the electric car: https://www.speakev.com/threads/how-henry-ford-and-thomas-edison-killed-the-electric-car.4270/• Watch Jay Leno get nostalgic and swoon over this 1909 EV: https://thenextweb.com/news/jay-leno-talk-about-electric-car-1909-baker• Jay Leno's Garage: https://www.youtube.com/@jaylenosgarage• Nudgestock: https://nudgestock.com/• Akio Morita: https://en.wikipedia.org/wiki/Akio_Morita• Don Norman on LinkedIn: https://www.linkedin.com/in/donnorman/• What Makes Tesla's Business Model Different: https://www.investopedia.com/articles/active-trading/072115/what-makes-teslas-business-model-different.asp• Monica Lewinsky on X: https://x.com/MonicaLewinsky• Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains: azon.com/Blindsight-Mostly-Hidden-Marketing-Reshapes-ebook/dp/B07ZKZ5DWF• Branding That Means Business: https://www.amazon.com/Branding-that-Means-Business-Economist-ebook/dp/B09QBCCH9N• PwC: https://www.pwc.com• Ryanair: https://www.ryanair.com• British Airways: https://www.britishairways.com/• Wrigley's began as a soap business: know when to pivot: https://theamericangenius.com/entrepreneur/wrigleys-began-as-soap-know-when-to-pivot/• Transport for Humans: https://www.amazon.com/Transport-Humans-Perspectives-Pete-Dyson/dp/1913019357—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Episode #215 In this week's episode, Terri shares some insights from one of her favorites—Dr. Judson Brewer. She explains what he teaches about how we can reduce our cravings in the Hidden Brain podcast episode, The Curious Science of Cravings. https://hiddenbrain.org/podcast/the-curious-science-of-cravings/ Please consider helping us make more episodes by supporting Daisy on Patreon. https://bit.ly/MondayMindsetPatreon If you have enjoyed listening to this episode, please leave us a review on iTunes or whichever platform you listen on. It really helps new people hear about the podcast. Connect with and follow us on Facebook, Instagram and YouTube: https://bit.ly/MondayMindsetFB https://bit.ly/MondayMindsetIG https://bit.ly/MondayMindsetYT

"The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life"

We've all had those days when all we want is a little treat. Maybe it's a bag of chips, an ice cream sundae or a glass of wine. But sometimes, these desires become all-consuming. This week on the show, psychiatrist Judson Brewer helps us understand the science of cravings, and how we should respond to them. If you liked today's conversation, be sure to check out other Hidden Brain episodes about ways to regain a feeling of control over your life: Creatures of Habit and Taking Control of Your Time.

Rory Sutherland is a British advertising executive, author, and behavioral economics advocate. He is best known for his work in the advertising industry, particularly as the Vice Chairman of Ogilvy UK, one of the world's leading advertising agencies. Sutherland is also recognized for his insightful talks and writings on the intersection of human psychology, consumer behavior, and marketing. He often emphasizes the importance of understanding human behavior and irrationality in marketing and advertising campaigns, drawing insights from behavioral economics, psychology, and evolutionary biology. Sutherland's TED Talks and books, such as "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life," have garnered significant attention for their unconventional yet highly practical perspectives on marketing and communication. Connect With Rory Sutherland! linkedin.com/in/rorysutherland twitter.com/rorysutherland CHAPTERS: 00:00 - Introduction 01:44 - How Does the Weather in the UK Correlate to People's Personality/Mood 05:56 - Rory on Increasing Crime Rate, Dangerous Countries 09:31 - Is the UK a Dangerous Country? 12:28 - How Does News Corporation Benefit from Reporting Fear/Crimes/Negativity 15:33 - Rory on Life Now Before vs. Now 19:52 - Internet: Before vs. Now, Invention of Wi-Fi 23:50 - Rory on Using Vape/E-cigarettes, Benefits of Nicotine 29:01 - How Does Nicotine Improve Cognitive Performance, Banning Vaping 32:22 - Human Behavior When Exposed to People Who Smoke, Drink 36:23 - Rory's on Madman Movie Comparison to Today's Life 38:04 - American Life in the 1960s, Alcohol Consumption in the US 41:32 - Rory on Bud Light Scandal with Dylan Mulvaney, a Transwoman 43:17 - Rory's Thoughts on Gender Equality, Work Culture 46:56 - Rory on Right-wing and Left-wing Opinions 49:39 - Black Opinion vs. Black Experiences 50:51 - Rory on John Cleese: Anti Woke Spokesperson 52:21 - Rory's Thoughts on Politics 56:17 - Is Using Phone Addictive? Phone's Features 01:01:21 - Rory on Using Youtube Premium 01:06:12 - Rory on Using Mobile Phone, Effects of Social Media on Humans 01:09:29 - Difference Between Tobacco and Alcohol 01:11:43 - Rory's Thoughts on AI, Impact of AI in the World 01:17:16 - Why is Behavioral Change an Important Part of Innovation 01:17:36 - Rory on Skype, Zoom Meetings, Video Calls 01:21:26 - Outro

Rory Sutherland, Vice Chairman at legendary ad firm Ogilvy UK, knows how to make a bit of magic in business. His book Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life encourages a new way of thinking, using context, clever messaging, and exploratory thinking to solve problems that are ordinarily approached logically. In this conversation between Sutherland and Alan Todd, listeners will learn a new paradigm for harnessing their team's resources and creativity. Learn more about Udemy Business at https://bit.ly/udemy-podcast.

Nir Eyal is the author of two best-selling books, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life. He writes, consults, and teaches at the intersection of psychology, technology, and business. His books have sold over 1 million copies in more than 30 languages; he has taught at Stanford's Graduate School of Business and its Design School; and he has started and sold two startups since 2003. In our conversation, we discuss:• Strategies for becoming less distractible and improving focus• The difference between distraction and “traction”• Reactive work vs. reflexive work and why you should book time in your calendar• The 10-minute rule to overcome internal triggers and stay focused• The problem with to-do lists, and what to do instead• The value of creating a timebox schedule that aligns with personal values and priorities• The use of pacts as a last line of defense against distraction• How to develop a high-agency mindset• Advice for leaders on helping employees improve focus in the workplace—Brought to you by Vanta—Automate compliance. Simplify security | Jira Product Discovery—Atlassian's new prioritization and roadmapping tool built for product teams | Teal—Your personal career growth platform—Find the full transcript at: https://www.lennyspodcast.com/strategies-for-becoming-less-distracted-and-improving-focus-nir-eyal-author-of-indistractable-and/—Where to find Nir Eyal:• X: https://twitter.com/nireyal• LinkedIn: https://www.linkedin.com/in/nireyal/• Website: https://www.nirandfar.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Nir's background(04:20) How to become less distractible(07:43) Understanding distraction and traction(12:52) The four steps to becoming indistractable(13:53) Mastering internal triggers(18:49) Surfing the urge with a 10-minute timer(23:20) Making time for traction with a timebox schedule(25:02) How to turn your values into time(28:36) Booking deep work time(29:22) Making pacts to prevent distraction(31:00) The problem with to-do lists(34:31) The drawback of deadlines(36:08) Distraction is an emotion regulation problem(39:54) Hacking back external triggers(45:03) Preventing distraction with pacts(48:18) Specific tools to hold you accountable(53:42) Managing emotions and discomfort(56:37) Taking responsibility and being high-agency(01:00:09) Becoming indistractable at work(01:05:04) Schedule syncing to align with managers(01:09:36) We are not as hooked on technology as people think(01:16:00) Life purpose and personal responsibility(01:17:38) Lightning round—Referenced:• Indistractable: How to Control Your Attention and Choose Your Life: https://www.amazon.com/Indistractable-Control-Your-Attention-Choose/dp/194883653X• Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788• Dorothy Parker's quote: https://twitter.com/nireyal/status/1472280598723108866• “Writing is bleeding” quote: https://www.hemingwaysociety.org/quotation-controversy-writing-and-bleeding• The Pomodoro Technique Explained: https://www.forbes.com/sites/bryancollinseurope/2020/03/03/the-pomodoro-technique/• Timeboxing: Why It Works and How to Get Started in 2024: https://www.nirandfar.com/timeboxing/• Using your working time well - Issue 22: https://www.lennysnewsletter.com/p/time-management-issue-22• All-In podcast: https://www.allinpodcast.co/• Nir's post about “the planning fallacy”: https://www.linkedin.com/posts/nireyal_why-do-tasks-always-seem-to-take-longer-than-activity-7137440438939959297-XIUB/• How the Ancient Greeks Beat Distraction: https://www.nirandfar.com/tantalizing-distractions/• Jeremy Bentham: https://iep.utm.edu/jeremy-bentham• An overview of Sigmund Freud's pleasure principle: https://www.sciencedirect.com/topics/nursing-and-health-professions/pleasure-principle• The Matrix “There is no spoon” scene: https://www.youtube.com/watch?v=uAXtO5dMqEI• Outlet timer: https://www.amazon.com/Century-Indoor-24-Hour-Mechanical-Outlet/dp/B01LPSGBZS• Forest app: https://www.forestapp.cc/• Focusmate: https://www.focusmate.com/• Have We Been Thinking About Willpower the Wrong Way for 30 Years?: https://hbr.org/2016/11/have-we-been-thinking-about-willpower-the-wrong-way-for-30-years• We Need Social Antibodies to Fight the Disease of Distraction: https://nireyal.medium.com/we-need-social-antibodies-to-fight-the-disease-of-distraction-51f9187be016• The Mere Presence of Your Smartphone Reduces Brain Power, Study Shows: https://news.utexas.edu/2017/06/26/the-mere-presence-of-your-smartphone-reduces-brain-power• Leading in Tough Times: HBS Faculty Member Amy C. Edmondson on Psychological Safety: https://www.hbs.edu/recruiting/insights-and-advice/blog/post/leading-in-tough-times• If Tech Is So Distracting, How Do Slack Employees Stay So Focused?: https://www.nirandfar.com/slack-use/• Managing up: https://www.lennysnewsletter.com/p/managing-up• Duolingo: https://www.duolingo.com/• FitBot: https://www.fitbotapp.com/• Paulo Coelho's quote: https://twitter.com/paulocoelho/status/416264984188825600• 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• The Experience Machine: How Our Minds Predict and Shape Reality: https://www.amazon.com/Experience-Machine-Minds-Predict-Reality/dp/1524748455• Empire of the Sun on Prime Video: https://www.amazon.com/Empire-Sun-Christian-Bale/dp/B001N3JY82• Sesame grinder: https://www.miyacompany.com/450-014-450-014• Muji pens: https://www.muji.us/collections/pen-pencils—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

"The Curious Science of Your Brain's Ability to Deceive, Transform, and Heal"

Eric Melchor is a mediocre tennis player, Texas, expat living in Romania and Partnerships & Evangelists for OptiMonk. With over 600 5-star review and powering more than 30,000 brands, our mission is to empower the average online business with Amazon-like personalization superpowers. How?  By giving brands the power to use AI to create better headlines, product descriptions and run A/B tests to tailor the product page and shopping experience - on autopilot. Thus, saving you hundreds of manual hours while your conversions increase in the process.   Questions •  Could you share with our listeners a little bit about your journey, we always like to hear from our guests in their own words a little bit about how they got to where they are today. •  You are the Partnerships & Evangelists for OptiMonk. Could you share with our listeners what is OptiMonk? And what does OptiMonk do? •  Could you share with us why you think it's important to integrate AI? Do you think it will make the process a little bit more seamless? Is it giving the customer more steps to take? What have been some of your experiences with your customers? What has their feedback been? •  What are some ways that the AI can help to personalise that experience, or the shopping experience for the customer? •  So, in terms of an online shopping experience, what are some key things that you think is critical when you're trying to design that journey for the customer. What would be, let's say three or four things that you would say to them that needs to be critically engineered into that process to ensure the customer has a great experience? •  Now, Eric, could you share with our listeners what's the one online resource, tool, website or app that you absolutely cannot live without in your business? •  Could you also share with our listeners, maybe one or two books that have had the biggest impact on you? It could be a book that you read a very long time ago, or even one that you've read recently. •  Can you share with our listeners what's the one thing that's going on in your life right now that you're really excited about? Either something you're working on to develop yourself or your people. •  Where can listeners find you online? •  Now, before we wrap our episodes up, could you share with us if you have a quote or saying that during times of adversity or challenge, you will tend to revert to this quote if for any reason at all you get derailed. Highlights Eric's Journey  Me: So, Eric, could you share with our listeners a little bit about your journey, we always like to hear from our guests in their own words a little bit about how they got to where they are today.   Eric shared that prior to moving to Romania, about 3 years ago, he held director level marketing and CX customer experience positions for publicly traded companies in Houston, Texas. And he really loved what he was doing. And he got to manage large teams and large budgets, but then when he decided to move to Romania with his family, he wanted to start in a new industry, and so he got into tech and SAAS, and complete shifts of big corporate America, moving into the start-up world where he was working with companies that had maybe around a dozen employees and he was wearing multiple hats.  So, completely different way of looking at marketing, and how you approach things from a customer experience perspective. So, he's enjoyed it, it's been a fantastic journey so far. But he's definitely a lot busier now than when he was working for the larger companies and he had bigger teams that can manage multiple things.   What is OptiMonk and What Your Company Does? Me: So, your bio says that you are the Partnerships & Evangelists for OptiMonk. Could you share with our listeners what is OptiMonk? And what does OptiMonk do?   Eric shared that OptiMonk is like an all in one conversion optimization platform. So, anything that you need. Well, just to take a step back, they have over 30,000 brands that use the platform and many of the brands use them to increase their AOV, which is their Average Order Value, because there's some pretty neat things that you can do to make that very simple. And there's other things that you can do as well, like grow your email subscriber list and redo cart abandons. But increasing your AOV is something that a lot of brands use them for.  Really excited that the past few months, they've been focused on AI and they've released a couple of features that allow sort of like a hands-off approach to doing conversion optimization. And so, they're really going that route after speaking with a lot of customers, it seems like the big hurdle to really trying to get the most out of conversion optimization is just time, time to learn how to use the platform, time to implement different campaigns. So, they're trying to automate this so that you don't really have to do much, and AI can do most of the work for you.  But OptiMonk, again, they've been around for about 8 years. They're integrated with many different CRMs, and platforms like Shopify and Klaviyo, and Active Campaign and HubSpot, among many others. And check them out, they're on G2, and you can look at their ratings and reviews. They have over 600 5-star reviews on G2 and Shopify.   The Importance of AI – Will it Make the Process More Seamless? Me: Now AI, that's a big thing that a lot of organizations are focused on now, especially with so many different options emerging, ChatGPT being probably the most recent in the last six to eight months. Could you share with us why you think it's important to integrate AI? Do you think it will make the process a little bit more seamless? Is it giving the customer more steps to take? What have been some of your experiences with your customers? What has their feedback been?   Eric stated that he thinks why they're implementing AI, first is because there's no human being that is smarter than a machine, than a computer, it's just not going to happen. He thinks even the greatest chess player in the world was beaten by the IBM supercomputer a few years ago and now pretty much any computer can beat any chess player in the world, it's just not going to happen, computers and AI are a lot smarter than then we humans.  So, we're just trying to take advantage of that and there's certain things that you can do like A/B testing, like A/B testing headlines, landing pages or the homepage or product page. And then rather than having the user, the customer come up with different headlines to test, their feature will come up with headlines that you can test automatically. And it could run different experiments automatically and automatically pick the winner once one has been statistically significant, proven to be the winner.  So, to answer your question, it's going to reduce the amount of time and the effort that is required to implement such conversion optimization campaigns. And then the second thing is that it's just a lot smarter than human beings, it's going to pick winners faster, and make those updates and changes on your website in real time faster than you could if you were doing it manually.   Ways that AI Can Help Personalize the Experience for the Customer Me: Now, personalization is also so important. I feel even as a consumer, when I do business with organizations, I want to know that I'm not just another transaction, and they see me for who I am, what my personal interests, requests or needs are, and I'm not being compared or grouped into a set of people, because we're all different. What are some ways that the AI can help to personalize that experience, or the shopping experience for the customer?   Eric shared that they haven't started using AI for that specific use case. However, one of the things that their platform allows is being able to collect zero party data in a very easy and friendly way. So, for those who don't know, zero party data is basically data that you would get directly from the visitor that comes to your website and you can usually get that in the form of asking a question.  So, here's a very simple use case, let's say you're shopping for Mother's Day, and Yanique, you go to a website, and you're looking for a gift for your mom, or maybe a godmother or maybe even a sister or something. And a simple question could appear that just says, “Hi, welcome to flowers.com. Are you shopping for yourself or for someone else?”  Very simple question, and then based on your answer, let's say you choose shopping for somebody else, then a response can be, “Fantastic, let me take you to the part of the website that's most valuable for you and show you our most popular items, giftable items this season.” So, that's a very simple way of collecting zero party data. But once you have that, that information, that data, then you can basically change the experience in real time for that visitor.  You're not really using any AI or anything, you're just basically doing different segmentation based on responses to the questions that you're answering. And that's what they recommend to a lot of their clients, a lot of clients who are able to collect more email subscribers, who are able to get a lot more repeat visitors, who are able to get a higher AOV, they're doing a lot of things, take into account collecting zero party data, in a very fun and engaging way. He likes to think of them as micro conversions.  Another example could be a pure health and wellness website. And let's say you primarily sell three products. One is weight loss, one is to increase muscle mass and another one is to help you sleep better.  Well, you can ask the person visiting, “Which of these three are you primarily interested in?” And then depending on their answer, let's say the person chose to increase muscle mass, then you could say, “Fantastic, here's our most popular blog posts that show you how to increase muscle mass. And by the way, here's our three most popular products for increasing muscle mass.”  And so, that's done in the form of zero party data once again, another example. But it's done in such a way that it keeps the person engaged for much longer, spending time on your website much longer into conversions as a result, the conversions increase because of the zero party data that's being collected and the ability to change the journey in real time for that end user.   In Terms of Online Shopping Experience, Key Things that Needs to be Critically Engineered to Ensure the Customer Has a Great Experience Me: Now what's interesting just listening to you speak just know, Eric, I was thinking about the whole journey of the customer, right? Because you're talking about how it is that they land on the page, what kind of experience do they have? What are some of the questions that you ask them in order to channel them down a particular road and that's kind of you orchestrating or engineering the journey you want them to have. So, in terms of an online shopping experience, what are some key things that you think is critical when you're trying to design that journey for the customer. If you had a client who came to you and they're looking to improve on their customer experience, improve on the journey that their customer is having through their online platforms, what would be, let's say three or four things that you would say to them that needs to be critically engineered into that process to ensure the customer has a great experience?   Eric stated that one example he would like to share is this brand called Obvi, have you ever heard of them Yanique?  Me: I have not.   Eric stated that they competed in a heavily saturated market. They a protein powder and they've been around about 3 years. But here's the interesting thing about them, when they started out, they started out with a $10,000 investment, bootstrap investment.  Three years later, they are a $3 Million Dollar brand and competing in a very saturated market among protein powders. What's so special is that when you see interviews of their CEO, Ronak Shah, he says they heavily focus on conversion optimization, particularly by the experience when somebody clicks on a Facebook Ad, that moment when they click on that ad, that's the moment that they are the most interested, and the most curious about a brand. Not two days later when they get the email in their inbox, not four days later when they get the SMS message. No, that time exactly when they click on that ad, that's when they're most curious and they want to learn more about the brand.  So, what they did was, is that all the landing pages that they created, they just created one landing page. But what was different about each landing page or experience was that the headline mimicked what was on the Facebook Ads, so if they had a Facebook ad that talked about grow healthy hair faster, then the headline on the landing page, said something like, are you losing your hair and you want to regrow it or something like that, it aligned with the ad that was clicked on.  Now, Obvi had a bunch of different value propositions, they had other ads that said something like the best tasting collagen protein, once that ad was clicked on, they went to the same landing page, but the website was able to recognize the Facebook ad because of the UTM parameters, he doesn't want to get too technical there. But because it recognized the ad, the headline on that landing page change to mimic what was the main copy on the Facebook Ad, even though it was the same landing page.  So, they were able to do this very easily without having to create duplicate landing pages, something he used to do as a marketer back in the day. And they were able to scale Facebook ads, which is really unheard of the past couple of years because of the iOS 14 upgrades and updates and things like that. But they were able to do it very efficiently and scale that way through Facebook, because they're able to mimic the headline on the landing pages with their advertising campaigns on Facebook.  So, that's one example he likes to share, something that all brands should be doing. Because when a person clicks on an ad, and they go to the page, the website, they want to make sure that what they clicked on is the thing that they're interested in and not some sort of bait and switch. Absolutely. So, he thinks that's one tactic.  Another tactic is Average Order Value, he thinks that's something that every brand should really focus on, especially if you're seeing cost per requisitions anywhere around $20 to $20. If you're seeing a high cost per acquisition, then definitely you should have an average order value somewhere of at least $70, $80 plus. And within the platform, they make it super easy to be able to increase your AOV, you can do things very easily, like add shipping thresholds. So, depending on the value that's in the shopping cart, let's say you provide free shipping for orders that are more than $75 and somebody puts something in there that equals $50, then there could be a little message that appears in a horizontal bar on the website, like on every page, and it just says something like, spend $25 more and you get free shipping. And that's a very easy tactic that works for a lot of brands and they're able to utilize that and get increased their AOV that way. So, that's a second tactic.  And then a third one he likes is around global visitors. So, the global visitors, he thinks Shopify released a study a few weeks ago, and the market was almost something outrageous. It was in a Billion Dollar market, it's going to continue to increase. And if you're a website that gets more than 20% of your visitors internationally, then you should be creating a personalized experience for those visitors.  Here's one example. If he goes to a retailer in the US by the name of Woodhouse Clothing, and he's based in Romania, and he goes to their website, there's a little message that will appear that says, “Hi, we ship to Romania, our prices include taxes, you can shop in your local currency, which is Romanian Leu. And our orders are free shipping if you spend more than like $200 Leu.” something like that. So, it's a very easy and a very fast way you given that international shopper assurance, and just kind of just made yourself more trustworthy by just letting them know, beforehand, before they even waste time looking around whether or not you shipped to them, just letting them know that hey, welcome we do ship to you and here's some of the other questions that you may be wondering around tax or the currency on our website. So, he thinks that's a pretty cool example.   App, Website or Tool that Eric Absolutely Can't Live Without in His Business Eric shared that the one online tool that he uses a lot is Notion, and he's starting to use it more and more. First of all, it's free, or at least the one that he uses. And he's starting to use it as a CRM. He used to use Trello a lot as a project management tool. Are you familiar with Trello, Yanique?  Me: I am, yes. So, Eric used to be a big fan of Trello. And somebody pointed out that, “Hey, you can do everything you're doing in Notion, but it's actually more streamlined and easier to navigate.” And so, he believed him, because he does use Notion for other things, but he's just not too familiar with it. And he sent him a free template to use and he's been using it ever since. And it is more streamlined, it's just quicker, it can do everything that Trello can do but it's just faster to navigate, less clicks. You can see more things on one screen. And so, he's becoming a bigger, bigger fan of Notion, he would say.   Books that Have Had the Biggest Impact on Eric When asked about books that have had the biggest impact, Eric shared that one book that he read recently is called Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland. Have you ever heard of the agency called Ogilvy?  Me: I think so, yes. Eric shared that he's (Rory Sutherland) the vice Chairman of Ogilvy, really smart guy. He saw him speak live and he got his book and it's so fascinating, because the whole premise of the book is that there's a lot of answers to solutions that are unorthodox, they are a bit crazy. But we don't spend enough time trying to think of what those crazy solutions are because we've been programmed to think logically. And also, when you're in big companies, you can't show up to a meeting and like pitch this outrageous idea, because you're afraid of the repercussions and maybe being let go, right? So, you're always trying to think of what the logical solution is to problems.  But he has a number of good examples, for example, nobody was banging on the door asking for an expensive, sexy looking vacuum, but look at Dyson. There are a lot of examples like that that he gives. And it's just a really interesting book and it's helping him to think in different ways rather than trying to think of like what's the most logical solution.   What Eric is Really Excited About Now! When asked about something that he's excited about, Eric shared that the one thing right now, obviously, for OptiMonk, they have the AI functionality features that are coming down the road, pretty excited about that, not just for their customers, but also future people who want to try their platform.  Personally, the other thing he's pretty excited about is on the side, he is launching a new service for companies that are based here in Europe, where they're having a tough time that are trying to reach their audience, especially if they're tech companies. And the past 3 years he's been building, you would say, an audience with the podcast that he hosts, and he interviews European start-up founders. And because of that, he's been able to grow his network among people in the start-up scene.  So, the service is basically combining sponsorship opportunities with his podcast, his newsletter, and then also in person events. And so, every now and then he likes to host in person cocktail party/networking events, and people that attend, they really enjoy them. They say that are a lot of fun, he likes to have a lot of fun with them, he has icebreakers, he likes to make sure that everybody has a great time. And so, in that in person event, the sponsor will have a chance to have a live short one to one interview with him in front of everybody there. So, it's another great way if their audience is also tech entrepreneurs, and tech start-ups, then it's a great way that they can get their brand in front of a live audience. So, that's what he's pretty excited about and he's been focused on he would say the past couple of weeks.   Where Can We Find Eric Online LinkedIn – Eric Melchor Innovators Can Laugh Podcast Me: So, I did remember reading a little bit about your podcast before when I was reading the bio, and I didn't get a chance to ask you about that. Could you share a little bit about your podcast? What it's about? Where does the podcast live? Is it available on most podcasts, if all platforms? And who are some of the insightful people you interview? Like I'm having this awesome interview with you now.  Eric shared that his podcast, it is available on all the major platforms like Spotify and Apple. He likes to think of the show as the Tonight Show, but for entrepreneurial related podcast, it's like a coffee, a casual coffee, like chat with the start-up founder, but the audience feels like they're just hanging out with the host and the guests. He tries to make just very light-hearted and witty. They share the ups and downs of the start-up founders, entrepreneurial journey, but they also like to have some laughs during the conversation. And so, he would say pretty recently, if he recorded an episode, and if he really listened to it and didn't think it was that funny, then he's just not airing it. So, that's how focused he is in trying for the show to live up to its name.   Some of the guests that have been so funny, a recent one not too long ago was Valentin Radu, it was episode 99. And that one almost had him crying because his story was just so funny. And all the crazy things he did just to hustle when he was younger and make $1. But there's a lot that anybody can learn from him. But he's just a good storyteller too, and quite funny.   Me: So, that's the Innovators Can Laugh Podcast, just want to reiterate that to our listeners. Feel free to tap into that as a free resource that Eric has been gracious like myself, to have a podcast and share all of these great insights with you as our listeners.    Quote or Saying that During Times of Adversity Eric Uses  When asked about a quote that he tends to revert to, Eric shared that the one quote that he always reverts to is, “Life shrinks or expands in proportion to one's courage.” by Anais Nin And whenever he's on frits about something or unsure about something, he always kind of revert to that quote. But that's his favourite quote. Have you ever heard that one before?    Me: I've never heard it, but I like it. It kind of reminds me of some of Brene Brown's quotes.   Me: Now, I just want to thank you again, Eric for taking time out of your very busy schedule. What time is it there in Romania?   Eric shared that it's 7:30 pm.  Me: Yeah, so, you're here with us at night, you could be with your family having dinner, playing cards, doing something way more fun, I'm sure and talking to me about customer experience. But we are truly grateful that you took the time out of your busy schedule to hop on this podcast and have this conversation with us. And we really learnt a lot about AI and of course your organization OptiMonk and different ways that we can look for opportunities to personalize the experience for the customers as well as engineering the customer journey in such a way that it makes it seamless and frictionless and just a better experience that at the end of it, the customer would want to do business with that organization again. So, thank you for sharing that, I'm sure listeners gained a great amount of knowledge and value from our conversation.   Please connect with us on Twitter @navigatingcx and also join our Private Facebook Community – Navigating the Customer Experience and listen to our FB Lives weekly with a new guest    Links ·  Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland  The ABC's of a Fantastic Customer Experience Grab the Freebie on Our Website – TOP 10 Online Business Resources for Small Business Owners  Do you want to pivot your online customer experience and build loyalty - get a copy of “The ABC's of a Fantastic Customer Experience.” The ABC's of a Fantastic Customer Experience provides 26 easy to follow steps and techniques that helps your business to achieve success and build brand loyalty. This Guide to Limitless, Happy and Loyal Customers will help you to strengthen your service delivery, enhance your knowledge and appreciation of the customer experience and provide tips and practical strategies that you can start implementing immediately! This book will develop your customer service skills and sharpen your attention to detail when serving others. Master your customer experience and develop those knock your socks off techniques that will lead to lifetime customers. Your customers will only want to work with your business and it will be your brand differentiator. It will lead to recruiters to seek you out by providing practical examples on how to deliver a winning customer service experience!  

In this episode, Michael interviews Ian Whitworth, co-founder of Scene Change, Australia's most-awarded AV company. He's based in the Greater Sydney Area. Ian had the most obscure career path; he started as a vet, then a cab driver, and is now a leading figure in the audiovisual industry. After 17 years, Scene Change is still going strong. As a live event business they were shut down for nearly two years, but they survived by creating TV-style impact for virtual events with a national network of high-end virtual event studios, saying goodbye to boring home-office Zoom calls. This allowed them to keep 95% of their people, unlike many in their industry, so the company was strongly placed to bounce back when live audiences returned. Scene Change has debuted in several locations, including Adelaide, Brisbane, Hobart, Hunter Valley, Melbourne, and Sydney. Since its establishment, its growth has always been steady. In the previous year, they generated $1,000,000 in revenue. Despite being a capital-intensive business, they are experiencing an impressive 25 to 27% compound annual growth rate each year, overcoming all odds, including the challenges given by COVID, and most importantly, they are sustaining their growth. Ian Whitworth heavily emphasized consistency, especially in marketing a fast-growing business. “Great brands, profitable brands are built on just being consistent.” It takes a long time for people to hear and understand the many points of difference you want them to understand. Rome wasn't built in a day, and neither is your brand. Find your audience, find your niche, and niche down. This Cast Covers:  Challenges brought by COVID to small-medium businesses. Innovating the business model to the present-day situation. Ian Whitworth's obscure path to the audiovisual industry. Scene Change's steady and sustained growth over the past nine years. Starting businesses in areas in which you're knowledgeable. The significance of consistency in building your brand. Learning as much as you can about your business's many functions. Sales are a crucial component in establishing brand loyalty. Avoiding hiring a narcissist that can be detrimental to the team culture. Perseverance is the key to success in the face of adversity. Links:  Ian's Linkedin Ian's Company Website Ian's Blog Additional Resources: Undisruptable by Ian Whitworth Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland     Quotes:  “We allow them a lot of freedom, control is overrated.” — Ian Whitworth.  “If you're special to a smaller group of people, then you'll be more profitable.” — Ian Whitworth. “Great brands, profitable brands, are built on consistency.” — Ian Whitworth. “Learn to live cheaply yourself, and reinvest.” — Ian Whitworth.  “It's persistency that gets you through most of these things.” — Ian Whitworth.

Dr. Pippa Malmgren is an economist, founder, keynote speaker & award-winning author. She served President George W. Bush as Special Assistant to the President and on the National Economic Council. She was responsible for financial market issues during the Enron crisis, and was responsible for assessing terrorism risks to the economy after 9/11. She has also advised the US Cabinet. Dr. Pippa's most recent book, the Infinite Leader, won the International Press Award for the Best Book on Leadership for 2021. Dr. Pippa joins the show to discuss why leadership has gone wrong, what she thinks of the recent UFO news, why we're already in World War III, and a whole lot more! Important Links: Dr. Pippa's website Dr. Pippa's Substack Dr. Pippa's Twitter Show Notes: Why leadership has gone wrong Worldbuilding & the difference between management and leadership Why leaders always stay too long Balancing trust vs truth Confidence vs competence Balance, surfing & Taoism Numbers, stories & UFOs Reality belief systems: "It's not only stranger than we think, it's stranger than we can think.” How psychedelics impact how we understand reality What Pippa would include in her leadership academy Bailouts, inflation & CBDCs We are already in World War III Creating a hug movement MUCH more! Books Mentioned: The Infinite Leader: Balancing the Demands of Modern Business Leadership; by Chris Lewis & Dr. Pippa Malmgren The Leadership Lab: Understanding Leadership in the 21st Century; by Chris Lewis & Dr. Pippa Malmgren Signals: How Everyday Signs Can Help Us Navigate the World's Turbulent Economy; by Dr. Pippa Malmgren Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life; by Rory Sutherland Why Do So Many Incompetent Men Become Leaders; by Tomas Chamorro-Premuzic Tao Te Ching; by Lao Tzu The Rig Veda Prometheus Rising; by Robert Anton Wilson Wholeness and the Implicate Order; by David Bohm Orthodoxy; by G. K. Chesterton mgren is an economist, founder, keynote speaker & award-winning author. She served President George W. Bush as Special Assistant to the President and on the National Economic Council. She was responsible for financial market issues during the Enron crisis, and was responsible for assessing terrorism risks to the economy after 9/11. She has also advised the US Cabinet. Dr. Pippa's most recent book, the Infinite Leader, won the International Press Award for the Best Book on Leadership for 2021. Dr. Pippa joins the show to discuss why leadership has gone wrong, what she thinks of the recent UFO news, why we're already in World War III, and a whole lot more! Important Links: Dr. Pippa's website Dr. Pippa's Substack Dr. Pippa's Twitter Show Notes: Why leadership has gone wrong Worldbuilding & the difference between management and leadership Why leaders always stay too long Balancing trust vs truth Confidence vs competence Balance, surfing & Taoism Numbers, stories & UFOs Reality belief systems: "It's not only stranger than we think, it's stranger than we can think.” How psychedelics impact how we understand reality What Pippa would include in her leadership academy Bailouts, inflation & CBDCs We are already in World War III Creating a hug movement MUCH more! Books Mentioned: The Infinite Leader: Balancing the Demands of Modern Business Leadership; by Chris Lewis & Dr. Pippa Malmgren The Leadership Lab: Understanding Leadership in the 21st Century; by Chris Lewis & Dr. Pippa Malmgren Signals: How Everyday Signs Can Help Us Navigate the World's Turbulent Economy; by Dr. Pippa Malmgren Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life; by Rory Sutherland Why Do So Many Incompetent Men Become Leaders; by Tomas Chamorro-Premuzic Tao Te Ching; by Lao Tzu The Rig Veda Prometheus Rising; by Robert Anton Wilson Wholeness and the Implicate Order; by David Bohm Orthodoxy; by G. K. Chesterton

Hub Dialogues (part of The Hub, Canada's daily information source for public policy – https://www.thehub.ca) are in-depth conversations about big ideas from the worlds of business, economics, geopolitics, public policy, and technology.The Hub Dialogues feature The Hub's editor-at-large, Sean Speer, in conversation with leading entrepreneurs, policymakers, scholars, and thinkers on the issues and challenges that will shape Canada's future at home and abroad. The episodes are generously supported by The Ira Gluskin And Maxine Granovsky Gluskin Charitable Foundation.This episode features Sean Speer in conversation with Rory Sutherland, the vice-chair at the advertising and PR agency Ogilvy and columnist for The Spectator, about his must-read book, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. If you like what you are hearing on Hub Dialogues consider subscribing to The Hub's free weekly email newsletter featuring our insights and analysis on public policy issues. Sign up here: https://thehub.ca/free-member-sign-up/.The Hub is Canada's leading information source for public policy. Stridently non-partisan, The Hub is committed to delivering to Canadians the latest analysis and cutting-edge perspectives into the debates that are shaping our collective future.Visit The Hub now at https://www.thehub.ca. Hosted on Acast. See acast.com/privacy for more information.

The Cognitive Crucible is a forum that presents different perspectives and emerging thought leadership related to the information environment. The opinions expressed by guests are their own, and do not necessarily reflect the views of or endorsement by the Information Professionals Association. During this episode, US Army LTC Brian Burbank discusses the Ghost Team's immersive information operations training capability at the National Training Center at Fort Irwin, California. The Ghost Team challenges brigade-sized units with multi-domain dynamics so that we can win the first battle of the next war. Research Question: Brian Burbank observes that everyone is talking about Artificial Intelligence and how it's going to change modern warfare.  The real question is how, and how do we make it useful to help a Commander win? Lots of value to automate the science of Leadership, so Commanders can apply the Art to enhance our information dominance (Our OODA loop is faster than our adversaries).  But if it doesn't help Commanders win, then it won't be of value. Resources: Cognitive Crucible Podcast Episodes Mentioned #129 Eliot Jardines on Open Source Intelligence Army FM 3-0 OPERATIONS Sooner Than We Think: Command Post Survivability and Future Threats with COL John Antal (USA, Ret.) Stratagem: Deception and Surprise in War by Barton Whaley Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland Link to full show notes and resources https://information-professionals.org/episode/cognitive-crucible-episode-131 Guest Bio: LTC Brian Burbank is a lifelong Maniac (born and raised in Maine) and enlisted in the United States Army Reserves in September 1998.  He served in the 94th Military Police Company until 2003 and deployed to Bosnia in 2000-2001.  He also briefly served in the Maine Army National Guard prior to commissioning.  LTC Burbank commissioned from the University of Maine Army ROTC program in 2003 and was branched Aviation and became a qualified UH-60 pilot.  He mostly flew a desk, despite a deployment to Afghanistan (2006-2007) and to Iraq (2008-2009), which led him to transfer into Information Operations (Functional Area 30) in 2013. As an Information Operations Officer, LTC Burbank served on the I Corps staff, participating in exercises in Thailand, Japan, and Australia, and numerous CONUS locations.  In 2016, LTC Burbank was assigned to 1st Information Operations Battalion, 1st Information Operations Command at Fort Belvoir, VA where he served as a Field Support Team Leader during a deployment in support of a JTF in Afghanistan (2017), Battalion Executive Officer, Force Management Officer, and Social Media Detachment Chief.  He then was assigned to III Corps and immediately deployed to Combined Joint Task Force – Operation Inherent Resolve in Kuwait (2020-2021).   LTC Burbank is currently assigned as the Ghost Team Chief within the Operations group at the National Training Center at Fort Irwin, California.  Ghost Team is comprised of key enablers to support Information Advantage, specifically Civil Affairs, Cyber Electromagnetic Activities, Public Affairs, Psychological Operations, and Space Operations.  Ghost Team is responsible for simultaneously coaching rotational training units and adjusting the scenario to provide a controlled, realistic, and contested training operational environment for the Army.  Ghost Team derives its heritage from the World War Two famed unit, the 23rd Headquarters, Special Troops, better known as “Patton's Ghost Army”. LTC Brian Burbank has been married to the lovely Olivia Burbank for almost 20 years and they share two children, Abby (16) and Evan (12).  They collectively enjoy shenanigans wherever they go.  Brian enjoys working on his 1969 Volkswagen Beetle (Herbie), brewing beer, gardening, terrorizing children and the neighborhood in his inflatable T-Rex costume, and most recently, dabbling with his wood pellet smoker. About: The Information Professionals Association (IPA) is a non-profit organization dedicated to exploring the role of information activities, such as influence and cognitive security, within the national security sector and helping to bridge the divide between operations and research. Its goal is to increase interdisciplinary collaboration between scholars and practitioners and policymakers with an interest in this domain. For more information, please contact us at communications@information-professionals.org. Or, connect directly with The Cognitive Crucible podcast host, John Bicknell, on LinkedIn. Disclosure: As an Amazon Associate, 1) IPA earns from qualifying purchases, 2) IPA gets commissions for purchases made through links in this post.

In this episode, Nick chats with Ash Chapman, CEO at Inlumi, the rapidly growing consultancy focused on large-scale, technology enabled transformation for the Office of the CFO. Ash has had a hugely successful and diverse career and one which shows that you don't have to follow a set path to achieve success. Having started out working for a software vendor, Ash moved on to join boutique consultancy, Paragon Consulting, where he spent eight successful years before they were acquired by PwC. That jump from small to big gave Ash exposure to a whole world of opportunity and mentorship that helped him accelerate his career. Something we go into detail on in today's conversation. After almost a decade at PWC, Ash started thinking about his next challenge, and called on his extensive network to test the waters. Before long, the opportunity to set up Inlumi's UK business came up. This was the challenge Ash had been looking for and he set off to help them launch. Fast forward and Ash is now the CEO of Inlumi, a business with over 250 employees spanning Europe, the Middle East and Africa. In this conversation, Ash and Nick talk through the various stages of his career and how they combined to put him at exactly the right place, at the right time, and with the right skills and experience to enable him to make the jump to CEO. They cover: The key differences between boutique consultancies and big firms, and why both have a lot to offer. Why when it comes to consulting careers, one size doesn't fit all, and like Ash, you don't have to follow a set path to success. How to harness the power of your network and Ash's advice if you're thinking of making a career move. And the Inlumi journey so far, the challenges of starting a business from scratch and the value they've seen of investing in building the right culture from the start. If you're at a career crossroads and looking at which road to take next, Ash's advice is going to really help you. We hope you enjoy it! Reach out to Ash - https://www.linkedin.com/in/chapmanash/ Find out more about Inlumi - https://www.Inlumi.com/ Specific Things Discussed in the Episodes: Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard https://www.amazon.co.uk/Let-People-Surfing-Education-Businessman-Including/dp/0143109677/ref=sr_1_1?crid=25Q8TIR0L7ID&keywords=Let+my+people+go+surfing&qid=1668775871&sprefix=let+my+people+go+surfing%2Caps%2C80&sr=8-1 Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland https://www.amazon.co.uk/Alchemy-Curious-Science-Creating-Business/dp/0062388428/ref=sr_1_2?crid=3MSZUJXU2HR7T&keywords=alchemy+by+Rory+Sutherland.&qid=1668776021&sprefix=alchemy+by+rory+sutherland.%2Caps%2C53&sr=8-2 The Art of Resilience: Strategies for an Unbreakable Mine and Body by Ross Edgley https://www.amazon.co.uk/Art-Resilience-Ross-Edgley/dp/0008356955/ref=sr_1_2?crid=KHPTK1YKQ4A7&keywords=The+Art+of+resilience+ross+edgley+paperback&qid=1668776131&sprefix=the+art+of+resilience+ross+edgley+paperback%2Caps%2C67&sr=8-2

Rory Sutherland is a British advertising executive who became fascinated with behavioral science. Between his TED talks, books and articles, he has become one of the field's greatest proponents. Rory is currently the Executive Creative Director of OgilvyOne, after gigs as vice-chairman of Ogilvy Group UK and co-founder of the Behavioural Sciences Practice, part of the Ogilvy & Mather group of companies. He is the author of The Spectator's The Wiki Man column and his most recent book, which we highly recommend, is Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. Our discussion with Rory was original published in January 2020, but Rory's evergreen insights continue to be popular with our listeners so we decided to republish this episode. You can also listen to Rory discuss his latest book Transport for Humans: Are We Nearly There Yet? alongside his co-writer Pete Dyson, in episode 290. We start this discussion with Rory by asking him about his book and some of his insights from it. His approach to advertising, marketing and product design is informed by his ability to look for the things that aren't there. He once described a solution to improving customer satisfaction on the Chunnel Train between London and Paris by suggesting that a billion dollars would be better spent on supermodel hosts in the cars than on reducing ride time by 15 minutes. He's a terrifically insightful thinker. Our conversation ran amok down all sorts of rabbit holes, as expected, including ergodicity, Sir Arthur Conan Doyle's “The Silver Blaze,” high-end audio and the dietary habits of the world-famous runner, Usain Bolt. In Kurt and Tim's Grooving Session, we discuss some of our favorite takeaways from Rory's conversation including, “The Opposite of a Good Idea is a Good Idea” and others. And finally, Kurt teed up the Bonus Track with a final reflection and recap of the key points we discussed. As always, we would be grateful if you would write us a quick review. It helps us get noticed by other folks who are interested in podcasts about behavioral science. It will only take 27 seconds. Thank you, and we appreciate your help. © 2022 Behavioral Grooves   Links Rory Sutherland: https://ogilvy.co.uk/people/rorys “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life”: https://amzn.to/3xbibt3 “Transport for Humans: Are We Nearly There Yet?”: https://amzn.to/3cZPyIy Episode 290, Transport Your Thinking; Why We Need To Reframe Travel | Rory Sutherland & Pete Dyson: https://behavioralgrooves.com/episode/transport-rory-sutherland-pete-dyson/ “Friction”: https://www.rogerdooley.com/books/friction/ Murray Gell-Mann, PhD: https://en.wikipedia.org/wiki/Murray_Gell-Mann Robin Williams “Scottish Golf”: https://www.youtube.com/watch?v=jx8TzR1-n4Q Don Draper: https://en.wikipedia.org/wiki/Don_Draper Ergodicity: https://en.wikipedia.org/wiki/Ergodicity John James Cowperthwaite: https://en.wikipedia.org/wiki/John_James_Cowperthwaite SatNav: https://www.macmillandictionary.com/us/dictionary/american/satnav Daniel Kahneman, PhD: https://en.wikipedia.org/wiki/Daniel_Kahneman What You See is All There Is: https://en.wikipedia.org/wiki/Thinking,_Fast_and_Slow Arthur Conan-Doyle: https://en.wikipedia.org/wiki/Arthur_Conan_Doyle Sherlock Holmes “Silver Blaze”: https://en.wikipedia.org/wiki/The_Adventure_of_Silver_Blaze Tim Houlihan's Blog on “Silver Blaze”: https://tinyurl.com/ufumkj6 Ben Franklin T-Test: https://tinyurl.com/wocdsdk Volkswagen Fighter: https://tinyurl.com/qpyqh87 David Ogilvy: https://en.wikipedia.org/wiki/David_Ogilvy_(businessman) Jock Elliot: https://www.theguardian.com/news/2005/dec/01/guardianobituaries.media Battle of Leyte Gulf: https://en.wikipedia.org/wiki/Battle_of_Leyte_Gulf Croft Audio: http://www.croftacoustics.co.uk/main.html Mu-So single speaker: https://www.naimaudio.com/mu-so WFMT Chicago: https://www.wfmt.com/ TK Maxx: https://www.tkmaxx.com/uk/en/ Berlin Hotel with Big Lebowski: https://www.michelbergerhotel.com/en/ Shure: https://www.shure.com/en-US/products/microphones?lpf[top][types][]=microphones Zoom: https://zoom.us/ Satisficing: https://en.wikipedia.org/wiki/Satisficing Usain Bolt: https://en.wikipedia.org/wiki/Usain_Bolt Sheena Iyengar, PhD: https://www.sheenaiyengar.com/ Jelly Jar Study: https://tinyurl.com/oo6g6eb Big Band Music: https://en.wikipedia.org/wiki/Big_band   Musical Links Aretha Franklin: https://en.wikipedia.org/wiki/Aretha_Franklin Southern California Community Choir: https://en.wikipedia.org/wiki/Southern_California_Community_Choir Abba: https://en.wikipedia.org/wiki/ABBA Felix Mendelssohn: https://en.wikipedia.org/wiki/Felix_Mendelssohn George Frideric Handel: https://en.wikipedia.org/wiki/George_Frideric_Handel Johann Sebastian Bach: https://en.wikipedia.org/wiki/Johann_Sebastian_Bach Johann Christian Bach: https://en.wikipedia.org/wiki/Johann_Christian_Bach

What makes a great brand? After working at Google and Square, Arielle Jackson has spent the past eight years consulting startups on how to create powerful messaging that works. In this jam-packed episode, she shares how to pick a winning name for your company, create a brand purpose that excites your team and customers, and position your company and its products for success. You don’t want to miss this one!—Where to find Arielle Jackson:• Twitter: https://twitter.com/hiiamarielle• LinkedIn: https://www.linkedin.com/in/ariellerjackson/• Course: https://maven.com/arielle/startupbrandstrategy—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Flatfile: https://www.flatfile.com/lenny• Unit: https://unit.co/lenny• Athletic Greens: https://athleticgreens.com/lenny—Referenced:• Positioning Your Startup Is Vital—Here’s How to Nail It: https://review.firstround.com/Positioning-Your-Startup-is-Vital-Heres-How-to-Do-It-Right• Three Moves Every Startup Founder Must Make to Build a Brand That Matters: https://review.firstround.com/three-moves-every-startup-founder-must-make-to-build-a-brand-that-matters• What I Learned from Developing Branding for Airbnb, Dropbox, and Thumbtack: https://review.firstround.com/what-i-learned-from-developing-branding-for-airbnb-dropbox-and-thumbtack• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586• 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• The Vanishing Half: https://britbennett.com/the-vanishing-half• The Mothers: https://britbennett.com/the-mothers• Nik Sharma’s weekly newsletter: https://www.nik.co/subscribe• How I Built This: https://www.npr.org/series/490248027/how-i-built-this• In Depth: https://review.firstround.com/podcast• Unseen Unknown: https://unseen-unknown.simplecast.com/• Luca: https://movies.disney.com/luca• Encanto: https://movies.disney.com/encanto• Old Enough!: https://www.netflix.com/title/81506279• The Sociology of Business with Ana Andjelic: https://andjelicaaa.substack.com• David Ogilvy: https://www.oneclub.org/hall-of-fame/-bio/david-ogilvy• Rory Sutherland: https://twitter.com/rorysutherland• Seth Godin: https://seths.blog/—In this episode, we cover:[04:04] From making jewelry as a side hustle to launching products for Square: Arielle’s background[12:32] What makes a good name for a product or a startup[19:17] How to come up with a great name[24:59] How to run a naming brainstorm for the best results[31:09] Bad names and naming mistakes[34:17] Arielle’s brand development framework and when founders should implement it[36:02] How do you know when brand development is completed?[41:17] How long should branding take?[42:42] How to build a brand purpose that ignites excitement[48:51] Specific tactics for building your brand purpose[51:12] How to master your positioning[55:22] Why it’s important to stay niche when you’re mastering your positioning[59:15] The process of positioning and Arielle’s bar test[1:02:38] How to build a brand personality using the five big brand descriptions[1:07:39] Where to put brand and product positioning documents so they’ll actually get used[1:09:14] How startups can get PR[1:14:49] When should you hire a marketer?—Production and marketing: https://penname.co/ Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Creativity can be a scary topic for technologists. Most of us haven't been trained in the art and science of creativity and so they either feel out of their depth when called on to create content. But it doesn't have to be that way. In this episode, Perry sits down with New York Times bestselling author, Michelle Richmond, Audible bestselling author Rob Dircks, and two critically acclaimed cybersecurity podcasters, Ran Levi (creator and host of the Malicious Life podcast) and David Spark (creator and host of the CISO Series podcast) to discuss creativity, how to create relatable content, and how to communicate technology-related content in clear and compelling ways. Guests: Ran Levi (LinkedIn) (Website) David Spark (LinkedIn) (Website) Michelle Richmond (LinkedIn) (Website) (Amazon Page) Rob Dircks (LinkedIn) (Website) (Amazon Page) Books and Resources: 8Li Season 1, Episode 1: Unleashing Trojan Horses for the Mind 8Li Season 2, Episode 1: Igniting and Sustaining Creativity 8Li Season 2, Episode 2: You're Listening to "The Dark Stream" 8Li Season 2, Episode 3: Technology & the Law of Unintended Consequences 8Li Season 2, Episode 6: Security is Alive "Malicious Life" Podcast, Ran Levi "CISO Series" Podcast, David Spark How do you explain virtualization to your mom? -- David Spark video "Everything is Alive" Podcast "Writing Excuses" Podcast The Wonder Test: A Novel, by Michelle Richmond (Amazon affiliate link) The Marriage Pact: A Novel, by Michelle Richmond (Amazon affiliate link) Where the Hell is Tesla? A Novel, by Rob Dircks (Amazon affiliate link) You're Going to Mars (An Audible Original), by Rob Dircks (Amazon affiliate link) Story: Substance, Structure, Style and the Principles of Screenwriting, by Robert McKee (Amazon affiliate link) HBR Guide to Persuasive Presentations (HBR Guide Series), by Nancy Duarte (Amazon affiliate link) Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, by Roy Sutherland (Amazon affiliate link) How Creativity Rules the World: The Art and Business of Turning Your Ideas into Gold, by Maria Brito (Amazon affiliate link) On Writing: A Memoir of the Craft, by Stephen King (Amazon affiliate link) You Are an Artist: Assignments to Spark Creation, by Sarah Urist Green Ticktime Pomodoro Timer (Amazon affiliate link) Transformational Security Awareness: What Neuroscientists, Storytellers, and Marketers Can Teach Us About Driving Secure Behaviors, by Perry Carpenter (Amazon affiliate link) The Security Culture Playbook: An Executive Guide To Reducing Risk and Developing Your Human Defense Layer by Perry Carpenter & Kai Roer (Amazon affiliate link) Production Credits: Music and Sound Effects by Blue Dot Sessions, Envato Elements, & Storyblocks. Artwork by Chris Machowski @ https://www.RansomWear.net/ and Mia Rune @ https://www.MiaRune.com. 8th Layer Insights theme music composed and performed by Marcos Moscat @ https://www.GameMusicTown.com/ Want to get in touch with Perry? Here's how: LinkedIn Twitter Instagram Email: hello [at] 8thLayerMedia [dot] com

HI listeners!!! Please meet my JOLLY and optimistic friend, TONY LUPO! I am sooo stoked to bring his insights, enthusiasm, and most importantly, OPTIMISM -- and thoughts on alternative energy and fuel sources (he's a Chief Geophysicist !!!) and he also works on an amazing podcast in which he features and tells veterans' stories-- all while absolutely EXUDING the essence of JOLLY. He truly is a JOLLY giant, and I'm so thankful to call him a friend and to know there are humans like him in this human existence making a real difference for all of us! "... my outlook on life is that human beings are amazing – I am grateful that I'm one of them. Our ability to understand our surroundings, to communicate, I think human beings are destined for great things, that we're going to overcome a lot of the things that we see today - I mean how can you not be enthusiastic about that?" -- Tony Lupo https://www.linkedin.com/in/tony-lupo-48524535/ PODCAST: https://www.thewarriornextdoor.com/ He references this Book – Herodotus- The Histories Also he recommended to me this one : Alchemy: The Dark Art & Curious Science in Creating Magic in Brands, Business and Life. By Rory Sutherland Find him on LinkedIn here: https://www.linkedin.com/in/tony-lupo-48524535/

I'm delighted to share my conversation with Donna Speed, Chief Executive of Bristol science centre and educational charity, We The Curious. Located on the harbourside, We The Curious is one of the city's leading family attractions, operating at the heart of the community.  Donna started her career at Alton Towers and moved to Bristol when We The Curious (previously named At-Bristol) opened in 2000 and has worked her way up the ranks to the position of Chief Executive. It is Donna's positive approach that has driven her through the challenges of the past few years in particular. From losing 20,000 Twitter followers, to having to drastically reduce capacity due to COVID restrictions, and not to mention having to cut a third of her team, it's been tough. Donna is one of the kindest and most empathic people I've met. And what Donna regards as her Chief Exec hack – enabling people to be brilliant – says it all. It's just so infectious when people love what they do.  For anyone who runs a business managing staff, you need to listen to this episode.  Find out more about We The Curious and follow on social media: Website: www.wethecurious.orgTwitter: @wethecurious_  Instagram: @wethecurious_Connect with Donna:LinkedIn: Donna SpeedTwitter: @speed_donnaInstagram: @donnaspeedgHuge thanks to podcast sponsor Noble Performs. Noble provide Unstoppable digital marketing to maximise your performance. From SEO to Paid Social and more, we have the tools you need.Find out more about host Kelly Ballard and the Visitor Elves here.Subscribe to the Visitor Elves newsletter, to receive the latest podcast releases and inspirational tips to help you with your visitor economy business. To comment and ask questions about the episode, head over to: InstagramLinkedIn If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories.

Send us a textI'm delighted to share my conversation with Donna Speed, Chief Executive of Bristol science centre and educational charity, We The Curious. Located on the harbourside, We The Curious is one of the city's leading family attractions, operating at the heart of the community.  Donna started her career at Alton Towers and moved to Bristol when We The Curious (previously named At-Bristol) opened in 2000 and has worked her way up the ranks to the position of Chief Executive. It is Donna's positive approach that has driven her through the challenges of the past few years in particular. From losing 20,000 Twitter followers, to having to drastically reduce capacity due to COVID restrictions, and not to mention having to cut a third of her team, it's been tough. Donna is one of the kindest and most empathic people I've met. And what Donna regards as her Chief Exec hack – enabling people to be brilliant – says it all. It's just so infectious when people love what they do.  For anyone who runs a business managing staff, you need to listen to this episode.  Find out more about We The Curious and follow on social media: Website: www.wethecurious.orgTwitter: @wethecurious_  Instagram: @wethecurious_Connect with Donna:LinkedIn: Donna SpeedTwitter: @speed_donnaInstagram: @donnaspeedgTo share your views on this subject and ask questions about the episode, head over to:InstagramLinkedIn This episode is sponsored by Hello Starling. Hello Starling, is an award-winning Media Planning and Buying agency that specialises in delivering advertising campaigns with great results for visitor attractions and destinations. They've worked with brands such as Bristol Zoo Project, Visit Shropshire, Visit Conwy, Visit Herefordshire and the National Tourism Office for Poland. If you want to be the centre of attention, visit hellostarling.com today. FREE GUIDE - 6 Steps to finding your Ideal Customer Do you want to know who your ideal customer's are and how you can focus your time and money reaching them? Download my FREE guide now. If you have enjoyed this podcast episode, please take a moment to give me a few stars on Apple podcasts or Spotify, it helps to encourage more people to listen and learn from our stories.

Rory Sutherland, Vice-Chairman Ogilvy UK, is a peerless marketing authority, revered throughout the business world. He published a blogpost with the title Wanted — an Austrian School of Marketing. In praxeology, subjective value theory, customer sovereignty, and ordinal value stacks, he identified the building blocks of a marketing approach for our digital age. We talk about it in Economics For Business #159. Key Takeaways and Actionable Insights Mainstream economics has the wrong narrative about capitalism and, consequently, a misconception about marketing. Mainstream economics fetishizes efficiency, and regards marketing as a cost and an add-on business activity rather than fundamental and essential. There are multiple erroneous assumptions about consumer behavior such as adhering consistently to transitive preferences, perfect trust, and knowing to the penny how much utility will be derived from every transaction. Utility is defined in a circular fashion (consumers act to maximize utility / how do economists know what utility is / it's the value that consumers try to maximize). The influence of mainstream economics on business is to favor a focus on what Rory terms “instrumental objective means of business growth”, such as lower prices, and wider distribution. Business becomes obsessed with quantification, and, because value is not quantifiable, looks for other outcomes that can be quantified and used to justify investments. This approach misses the key point: that the marketing tournament is played out not in the objective arena, but in the subjectivity of the consumer's mind. Ludwig von Mises developed the science of understanding human behavior, and provided a unique economic underpinning for marketing. Mises introduced the new method of praxeology, making Austrian economics an entirely different science than mathematics-based economics. It's the science of human behavior, of action, and can be combined with psychology and evolutionary biology in the development of a superior mental template for understanding business. For marketers, the most telling understanding from praxeology is the consumer's drive to relieve uneasiness. Mises phrases it: “The incentive that impels a man to act is always some uneasiness.” Note the terms “impels” and “always”. These are powerful insights for marketers. But more is required for action: “the expectation that purposeful behavior has the power to remove ….the felt uneasiness”. This is the task of marketing: to create such an expectation. The relief of unease is the consumer's primary drive, and therefore the proper focus of marketing. There is no need, as Rory phrases it, for marketers to “ladle on the positives” in their communications. Removal of unease works differently. It creates the expectation that uneasiness can be removed by actions the consumer takes. Reputation, for example, is a reassurance to customers that they won't be disappointed, and that promises made can, with some confidence, be expected to be kept. A strong brand is a special form of such reputational reassurance. Investment in a costly advertising campaign with high production quality can remove unease about the credibility of a seller — someone willing to invest in advertising must be confident that there will be widespread acceptance of what they're offering, giving the buyer a corresponding confidence of not only quality but also social endorsement. Guarantees, samples, and easy return policies are examples of widely used and effective unease-reducing marketing initiatives. In fact, anything that reduces the work that customers need to do to enjoy the product or service (such as, for example, home delivery) can relieve unease and increase the value experience. Economists might call this reduced opportunity cost or transaction cost. Whatever the terminology, the unease-reduction approach is the most powerful marketing method. One example Rory cited was that of zoom. While the technology has been well-established for some time, zoom was bedeviled by the problem of social unease in the early phases of its establishment. Is an electronic meeting as effective as an in-person meeting? Will a client think less of a service provider who doesn't fly to see them, irrespective of the quality of the remote, technology-enhanced communication? The analysis of unease — especially the socially-contextual unease inherent in a service like zoom — is a really important element in the understanding of value generation through marketing. Austrian school marketers can develop a special understanding by asking more questions about how best to reduce unease rather than how to increase desirability. Rory used the example of range anxiety for potential buyers of electric vehicles. Their anxiety about possibly running out of power before finding a charging station might be irrational based on their physical environment and infrastructure, but the anxiety nevertheless governs purchase and usage and demands relief. Marketing is built on an Austrian understanding of customers and their subjective heuristics of value perception. Customers' perception of the potential for the relief of unease is subjective and emotional. The appreciation of goods and services is not merely a product of their objective characteristics. Value for consumers can be created through psychology, not just through production. Value is a consumer experience, an emotional response driven by a subjective sense of what matters to them, embedded in context, story and meaning. Changing consumer behavior is not a function of the objective reality of product and price. Marketers who focus just on these elements are “playing with a limited deck”, in Rory's words. The presentation of a good or service to customers is fundamental to the value proposition. It's not an add-on or an optional extra for business. Marketing can change customer's minds through reframing, through changing the social context, or through any one of many, many more ways to change how they look at things. Consumers evaluate through heuristics rather than rational calculations of economic benefits and costs. The marketing power of brand or reputation is a customer heuristic: a firm that has invested in its reputation through quality and service, reliability, and consistency in keeping its marketing promises, as well as cultivating its online ratings, will be rewarded in the marketplace. Customer disappointment — resulting from a failure to consistently keep promises — will be punished. Reputation and disappointment, of course, are subjectively perceived. Austrian marketers thrive on the feedback loops. As Rory puts it, some people like plain white bread and some will pay $10 for a sourdough olive focaccia loaf. Marketers explore all the possibilities in a market — they embrace the messiness of customer preferences and the whimsy of their choices. Perfect competition deprives customers of these whimsical choices; it commodifies what's offered by suppliers. If markets were designed by suppliers there'd be less variance but also less resilience (fewer options). Markets are designed by consumers and value is created in customer-initiated experiences, facilitated by suppliers who listen and respond well. Consumers get what they want via feedback loops, sending signals back to the marketer about what they want and don't want, and what they'll buy and won't buy. Brands especially welcome market feedback so that they can align more and more tightly with consumer preferences, and customize the branded experience to an ever-greater extent, reinforcing the brand-consumer bond. It is the consumer feedback loop that drives innovation. Marketing is the listening and alignment function. It's essential to the workings of capitalism. It is the tool for synthesis of value through the imaginative redefinition of what people value, based on their signals. It is the Austrian perspective that deals so well with the unpredictability of marketing successes. Another limitation of conventional economics and quantification-obsessed businesses is the search for one right answer. Such restricted models of reality are dangerous. What capitalism and marketing are good at is coming up with multiple answers — increasing the potential solution space for problems, and increasing the number of ways to relieve unease. The answer to any customer demand is never one thing, it's multiple options for different value-uncertain customers to choose from. Sometimes there are what Rory calls “opposite things” (Red Bull and Coca-Cola) or sometimes multiple different things (a wide range of single serve beverages for a wide range of consumers in a wide range of situations). Rory is an expert on unpredictable marketing successes. In his book Alchemy, he describes the “magic” of marketing and some of its unpredictable outcomes. One of the notable ones was the success of Red bull, a beverage brand that, according to research among its own consumers, “tastes kind of disgusting”. The testing agency had never seen a worse reaction to any new product. Why is there such unpredictability? As Rory puts it: Models of human behavior devised and promoted by (mainstream) economists and other conventionally rational people are wholly inadequate at predicting human behavior. Red Bull “hacks the human unconscious”. It has potent associations with risk taking behavior, with myths about the power of caffeine and taurine, with perceived signaling effects, and with several more psychological placebos. These have nothing to do with product and price, and make the success of Red Bull unpredictable. Another way to say this is to call Red Bull's success an emergent property. The future is unpredictable, but so is the past (we can't really explain Red Bull's success), even though we attempt to post-rationalize. It's just one of several possible outcomes and we don't truly know the story and how it happened. Austrians' embrace of emergent outcomes in free markets with freedom of choice makes marketers perfectly comfortable with unpredicted outcomes. Much of business success is luck, instantiated by entrepreneurship and enabled by marketing. As a consequence of this unpredictability, extraordinary business success is a function of luck and timing. Business outcomes are largely probabilistic rather than deterministic. Sadly, 80% of the effort in business is applied to pretending that it is deterministic — in the form of planning and strategy activities for example. The time and place of “take off” for new innovations and marketing campaigns is entirely unpredictable. There are two influences that can bring a little more certainty. One is the role of the entrepreneur, who is likely to be more single-mindedly focused and more persistent in betting on a single innovation than a larger corporation that has a portfolio and a risk-averse bureaucracy. The second is marketing, which has the capability to change customer psychology and change their frame of reference, transforming a bleeding edge concept into something inevitable and compelling. Early-stage adopters are often seen as somewhat crazy (i.e., there is limited socially contextual acceptance for the innovation), and marketing can accelerate the adoption curve by reducing or eliminating the value uncertainty of more customers more quickly. Importantly for marketers, Austrian economics takes a process view of markets, in which people and their preferences and their individual and social behavior are constantly changing. This “constant flux”, as Mises worded it, gives energy to marketing as a stimulus for innovation, improvement, and promises of better alternatives. Additional Resources "The Austrian School Of Marketing" (PDF): Mises.org/E4B_159_PDF Rory Sutherland's blog post: "Wanted — an Austrian School Of Marketing": Mises.org/E4B_159_Blog Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life: Mises.org/E4B_159_Book Rory Sutherland on YouTube: "Praxeology: Time To Rediscover A Lost Science" (There's a special frame at 8:10): Mises.org/E4B_159_Video

Rory Sutherland, Vice-Chairman Ogilvy UK, is a peerless marketing authority, revered throughout the business world. He published a blogpost with the title Wanted — an Austrian School of Marketing. In praxeology, subjective value theory, customer sovereignty, and ordinal value stacks, he identified the building blocks of a marketing approach for our digital age. We talk about it in Economics For Business #159. Key Takeaways and Actionable Insights Mainstream economics has the wrong narrative about capitalism and, consequently, a misconception about marketing. Mainstream economics fetishizes efficiency, and regards marketing as a cost and an add-on business activity rather than fundamental and essential. There are multiple erroneous assumptions about consumer behavior such as adhering consistently to transitive preferences, perfect trust, and knowing to the penny how much utility will be derived from every transaction. Utility is defined in a circular fashion (consumers act to maximize utility / how do economists know what utility is / it's the value that consumers try to maximize). The influence of mainstream economics on business is to favor a focus on what Rory terms “instrumental objective means of business growth”, such as lower prices, and wider distribution. Business becomes obsessed with quantification, and, because value is not quantifiable, looks for other outcomes that can be quantified and used to justify investments. This approach misses the key point: that the marketing tournament is played out not in the objective arena, but in the subjectivity of the consumer's mind. Ludwig von Mises developed the science of understanding human behavior, and provided a unique economic underpinning for marketing. Mises introduced the new method of praxeology, making Austrian economics an entirely different science than mathematics-based economics. It's the science of human behavior, of action, and can be combined with psychology and evolutionary biology in the development of a superior mental template for understanding business. For marketers, the most telling understanding from praxeology is the consumer's drive to relieve uneasiness. Mises phrases it: “The incentive that impels a man to act is always some uneasiness.” Note the terms “impels” and “always”. These are powerful insights for marketers. But more is required for action: “the expectation that purposeful behavior has the power to remove ….the felt uneasiness”. This is the task of marketing: to create such an expectation. The relief of unease is the consumer's primary drive, and therefore the proper focus of marketing. There is no need, as Rory phrases it, for marketers to “ladle on the positives” in their communications. Removal of unease works differently. It creates the expectation that uneasiness can be removed by actions the consumer takes. Reputation, for example, is a reassurance to customers that they won't be disappointed, and that promises made can, with some confidence, be expected to be kept. A strong brand is a special form of such reputational reassurance. Investment in a costly advertising campaign with high production quality can remove unease about the credibility of a seller — someone willing to invest in advertising must be confident that there will be widespread acceptance of what they're offering, giving the buyer a corresponding confidence of not only quality but also social endorsement. Guarantees, samples, and easy return policies are examples of widely used and effective unease-reducing marketing initiatives. In fact, anything that reduces the work that customers need to do to enjoy the product or service (such as, for example, home delivery) can relieve unease and increase the value experience. Economists might call this reduced opportunity cost or transaction cost. Whatever the terminology, the unease-reduction approach is the most powerful marketing method. One example Rory cited was that of zoom. While the technology has been well-established for some time, zoom was bedeviled by the problem of social unease in the early phases of its establishment. Is an electronic meeting as effective as an in-person meeting? Will a client think less of a service provider who doesn't fly to see them, irrespective of the quality of the remote, technology-enhanced communication? The analysis of unease — especially the socially-contextual unease inherent in a service like zoom — is a really important element in the understanding of value generation through marketing. Austrian school marketers can develop a special understanding by asking more questions about how best to reduce unease rather than how to increase desirability. Rory used the example of range anxiety for potential buyers of electric vehicles. Their anxiety about possibly running out of power before finding a charging station might be irrational based on their physical environment and infrastructure, but the anxiety nevertheless governs purchase and usage and demands relief. Marketing is built on an Austrian understanding of customers and their subjective heuristics of value perception. Customers' perception of the potential for the relief of unease is subjective and emotional. The appreciation of goods and services is not merely a product of their objective characteristics. Value for consumers can be created through psychology, not just through production. Value is a consumer experience, an emotional response driven by a subjective sense of what matters to them, embedded in context, story and meaning. Changing consumer behavior is not a function of the objective reality of product and price. Marketers who focus just on these elements are “playing with a limited deck”, in Rory's words. The presentation of a good or service to customers is fundamental to the value proposition. It's not an add-on or an optional extra for business. Marketing can change customer's minds through reframing, through changing the social context, or through any one of many, many more ways to change how they look at things. Consumers evaluate through heuristics rather than rational calculations of economic benefits and costs. The marketing power of brand or reputation is a customer heuristic: a firm that has invested in its reputation through quality and service, reliability, and consistency in keeping its marketing promises, as well as cultivating its online ratings, will be rewarded in the marketplace. Customer disappointment — resulting from a failure to consistently keep promises — will be punished. Reputation and disappointment, of course, are subjectively perceived. Austrian marketers thrive on the feedback loops. As Rory puts it, some people like plain white bread and some will pay $10 for a sourdough olive focaccia loaf. Marketers explore all the possibilities in a market — they embrace the messiness of customer preferences and the whimsy of their choices. Perfect competition deprives customers of these whimsical choices; it commodifies what's offered by suppliers. If markets were designed by suppliers there'd be less variance but also less resilience (fewer options). Markets are designed by consumers and value is created in customer-initiated experiences, facilitated by suppliers who listen and respond well. Consumers get what they want via feedback loops, sending signals back to the marketer about what they want and don't want, and what they'll buy and won't buy. Brands especially welcome market feedback so that they can align more and more tightly with consumer preferences, and customize the branded experience to an ever-greater extent, reinforcing the brand-consumer bond. It is the consumer feedback loop that drives innovation. Marketing is the listening and alignment function. It's essential to the workings of capitalism. It is the tool for synthesis of value through the imaginative redefinition of what people value, based on their signals. It is the Austrian perspective that deals so well with the unpredictability of marketing successes. Another limitation of conventional economics and quantification-obsessed businesses is the search for one right answer. Such restricted models of reality are dangerous. What capitalism and marketing are good at is coming up with multiple answers — increasing the potential solution space for problems, and increasing the number of ways to relieve unease. The answer to any customer demand is never one thing, it's multiple options for different value-uncertain customers to choose from. Sometimes there are what Rory calls “opposite things” (Red Bull and Coca-Cola) or sometimes multiple different things (a wide range of single serve beverages for a wide range of consumers in a wide range of situations). Rory is an expert on unpredictable marketing successes. In his book Alchemy, he describes the “magic” of marketing and some of its unpredictable outcomes. One of the notable ones was the success of Red bull, a beverage brand that, according to research among its own consumers, “tastes kind of disgusting”. The testing agency had never seen a worse reaction to any new product. Why is there such unpredictability? As Rory puts it: Models of human behavior devised and promoted by (mainstream) economists and other conventionally rational people are wholly inadequate at predicting human behavior. Red Bull “hacks the human unconscious”. It has potent associations with risk taking behavior, with myths about the power of caffeine and taurine, with perceived signaling effects, and with several more psychological placebos. These have nothing to do with product and price, and make the success of Red Bull unpredictable. Another way to say this is to call Red Bull's success an emergent property. The future is unpredictable, but so is the past (we can't really explain Red Bull's success), even though we attempt to post-rationalize. It's just one of several possible outcomes and we don't truly know the story and how it happened. Austrians' embrace of emergent outcomes in free markets with freedom of choice makes marketers perfectly comfortable with unpredicted outcomes. Much of business success is luck, instantiated by entrepreneurship and enabled by marketing. As a consequence of this unpredictability, extraordinary business success is a function of luck and timing. Business outcomes are largely probabilistic rather than deterministic. Sadly, 80% of the effort in business is applied to pretending that it is deterministic — in the form of planning and strategy activities for example. The time and place of “take off” for new innovations and marketing campaigns is entirely unpredictable. There are two influences that can bring a little more certainty. One is the role of the entrepreneur, who is likely to be more single-mindedly focused and more persistent in betting on a single innovation than a larger corporation that has a portfolio and a risk-averse bureaucracy. The second is marketing, which has the capability to change customer psychology and change their frame of reference, transforming a bleeding edge concept into something inevitable and compelling. Early-stage adopters are often seen as somewhat crazy (i.e., there is limited socially contextual acceptance for the innovation), and marketing can accelerate the adoption curve by reducing or eliminating the value uncertainty of more customers more quickly. Importantly for marketers, Austrian economics takes a process view of markets, in which people and their preferences and their individual and social behavior are constantly changing. This “constant flux”, as Mises worded it, gives energy to marketing as a stimulus for innovation, improvement, and promises of better alternatives. Additional Resources "The Austrian School Of Marketing" (PDF): Mises.org/E4B_159_PDF Rory Sutherland's blog post: "Wanted — an Austrian School Of Marketing": Mises.org/E4B_159_Blog Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life: Mises.org/E4B_159_Book Rory Sutherland on YouTube: "Praxeology: Time To Rediscover A Lost Science" (There's a special frame at 8:10): Mises.org/E4B_159_Video

Rory Sutherland, Vice-Chairman Ogilvy UK, is a peerless marketing authority, revered throughout the business world. He published a blogpost with the title Wanted — an Austrian School of Marketing. In praxeology, subjective value theory, customer sovereignty, and ordinal value stacks, he identified the building blocks of a marketing approach for our digital age. We talk about it in Economics For Business #159. Key Takeaways and Actionable Insights Mainstream economics has the wrong narrative about capitalism and, consequently, a misconception about marketing. Mainstream economics fetishizes efficiency, and regards marketing as a cost and an add-on business activity rather than fundamental and essential. There are multiple erroneous assumptions about consumer behavior such as adhering consistently to transitive preferences, perfect trust, and knowing to the penny how much utility will be derived from every transaction. Utility is defined in a circular fashion (consumers act to maximize utility / how do economists know what utility is / it's the value that consumers try to maximize). The influence of mainstream economics on business is to favor a focus on what Rory terms “instrumental objective means of business growth”, such as lower prices, and wider distribution. Business becomes obsessed with quantification, and, because value is not quantifiable, looks for other outcomes that can be quantified and used to justify investments. This approach misses the key point: that the marketing tournament is played out not in the objective arena, but in the subjectivity of the consumer's mind. Ludwig von Mises developed the science of understanding human behavior, and provided a unique economic underpinning for marketing. Mises introduced the new method of praxeology, making Austrian economics an entirely different science than mathematics-based economics. It's the science of human behavior, of action, and can be combined with psychology and evolutionary biology in the development of a superior mental template for understanding business. For marketers, the most telling understanding from praxeology is the consumer's drive to relieve uneasiness. Mises phrases it: “The incentive that impels a man to act is always some uneasiness.” Note the terms “impels” and “always”. These are powerful insights for marketers. But more is required for action: “the expectation that purposeful behavior has the power to remove ….the felt uneasiness”. This is the task of marketing: to create such an expectation. The relief of unease is the consumer's primary drive, and therefore the proper focus of marketing. There is no need, as Rory phrases it, for marketers to “ladle on the positives” in their communications. Removal of unease works differently. It creates the expectation that uneasiness can be removed by actions the consumer takes. Reputation, for example, is a reassurance to customers that they won't be disappointed, and that promises made can, with some confidence, be expected to be kept. A strong brand is a special form of such reputational reassurance. Investment in a costly advertising campaign with high production quality can remove unease about the credibility of a seller — someone willing to invest in advertising must be confident that there will be widespread acceptance of what they're offering, giving the buyer a corresponding confidence of not only quality but also social endorsement. Guarantees, samples, and easy return policies are examples of widely used and effective unease-reducing marketing initiatives. In fact, anything that reduces the work that customers need to do to enjoy the product or service (such as, for example, home delivery) can relieve unease and increase the value experience. Economists might call this reduced opportunity cost or transaction cost. Whatever the terminology, the unease-reduction approach is the most powerful marketing method. One example Rory cited was that of zoom. While the technology has been well-established for some time, zoom was bedeviled by the problem of social unease in the early phases of its establishment. Is an electronic meeting as effective as an in-person meeting? Will a client think less of a service provider who doesn't fly to see them, irrespective of the quality of the remote, technology-enhanced communication? The analysis of unease — especially the socially-contextual unease inherent in a service like zoom — is a really important element in the understanding of value generation through marketing. Austrian school marketers can develop a special understanding by asking more questions about how best to reduce unease rather than how to increase desirability. Rory used the example of range anxiety for potential buyers of electric vehicles. Their anxiety about possibly running out of power before finding a charging station might be irrational based on their physical environment and infrastructure, but the anxiety nevertheless governs purchase and usage and demands relief. Marketing is built on an Austrian understanding of customers and their subjective heuristics of value perception. Customers' perception of the potential for the relief of unease is subjective and emotional. The appreciation of goods and services is not merely a product of their objective characteristics. Value for consumers can be created through psychology, not just through production. Value is a consumer experience, an emotional response driven by a subjective sense of what matters to them, embedded in context, story and meaning. Changing consumer behavior is not a function of the objective reality of product and price. Marketers who focus just on these elements are “playing with a limited deck”, in Rory's words. The presentation of a good or service to customers is fundamental to the value proposition. It's not an add-on or an optional extra for business. Marketing can change customer's minds through reframing, through changing the social context, or through any one of many, many more ways to change how they look at things. Consumers evaluate through heuristics rather than rational calculations of economic benefits and costs. The marketing power of brand or reputation is a customer heuristic: a firm that has invested in its reputation through quality and service, reliability, and consistency in keeping its marketing promises, as well as cultivating its online ratings, will be rewarded in the marketplace. Customer disappointment — resulting from a failure to consistently keep promises — will be punished. Reputation and disappointment, of course, are subjectively perceived. Austrian marketers thrive on the feedback loops. As Rory puts it, some people like plain white bread and some will pay $10 for a sourdough olive focaccia loaf. Marketers explore all the possibilities in a market — they embrace the messiness of customer preferences and the whimsy of their choices. Perfect competition deprives customers of these whimsical choices; it commodifies what's offered by suppliers. If markets were designed by suppliers there'd be less variance but also less resilience (fewer options). Markets are designed by consumers and value is created in customer-initiated experiences, facilitated by suppliers who listen and respond well. Consumers get what they want via feedback loops, sending signals back to the marketer about what they want and don't want, and what they'll buy and won't buy. Brands especially welcome market feedback so that they can align more and more tightly with consumer preferences, and customize the branded experience to an ever-greater extent, reinforcing the brand-consumer bond. It is the consumer feedback loop that drives innovation. Marketing is the listening and alignment function. It's essential to the workings of capitalism. It is the tool for synthesis of value through the imaginative redefinition of what people value, based on their signals. It is the Austrian perspective that deals so well with the unpredictability of marketing successes. Another limitation of conventional economics and quantification-obsessed businesses is the search for one right answer. Such restricted models of reality are dangerous. What capitalism and marketing are good at is coming up with multiple answers — increasing the potential solution space for problems, and increasing the number of ways to relieve unease. The answer to any customer demand is never one thing, it's multiple options for different value-uncertain customers to choose from. Sometimes there are what Rory calls “opposite things” (Red Bull and Coca-Cola) or sometimes multiple different things (a wide range of single serve beverages for a wide range of consumers in a wide range of situations). Rory is an expert on unpredictable marketing successes. In his book Alchemy, he describes the “magic” of marketing and some of its unpredictable outcomes. One of the notable ones was the success of Red bull, a beverage brand that, according to research among its own consumers, “tastes kind of disgusting”. The testing agency had never seen a worse reaction to any new product. Why is there such unpredictability? As Rory puts it: Models of human behavior devised and promoted by (mainstream) economists and other conventionally rational people are wholly inadequate at predicting human behavior. Red Bull “hacks the human unconscious”. It has potent associations with risk taking behavior, with myths about the power of caffeine and taurine, with perceived signaling effects, and with several more psychological placebos. These have nothing to do with product and price, and make the success of Red Bull unpredictable. Another way to say this is to call Red Bull's success an emergent property. The future is unpredictable, but so is the past (we can't really explain Red Bull's success), even though we attempt to post-rationalize. It's just one of several possible outcomes and we don't truly know the story and how it happened. Austrians' embrace of emergent outcomes in free markets with freedom of choice makes marketers perfectly comfortable with unpredicted outcomes. Much of business success is luck, instantiated by entrepreneurship and enabled by marketing. As a consequence of this unpredictability, extraordinary business success is a function of luck and timing. Business outcomes are largely probabilistic rather than deterministic. Sadly, 80% of the effort in business is applied to pretending that it is deterministic — in the form of planning and strategy activities for example. The time and place of “take off” for new innovations and marketing campaigns is entirely unpredictable. There are two influences that can bring a little more certainty. One is the role of the entrepreneur, who is likely to be more single-mindedly focused and more persistent in betting on a single innovation than a larger corporation that has a portfolio and a risk-averse bureaucracy. The second is marketing, which has the capability to change customer psychology and change their frame of reference, transforming a bleeding edge concept into something inevitable and compelling. Early-stage adopters are often seen as somewhat crazy (i.e., there is limited socially contextual acceptance for the innovation), and marketing can accelerate the adoption curve by reducing or eliminating the value uncertainty of more customers more quickly. Importantly for marketers, Austrian economics takes a process view of markets, in which people and their preferences and their individual and social behavior are constantly changing. This “constant flux”, as Mises worded it, gives energy to marketing as a stimulus for innovation, improvement, and promises of better alternatives. Additional Resources "The Austrian School Of Marketing" (PDF): Mises.org/E4B_159_PDF Rory Sutherland's blog post: "Wanted — an Austrian School Of Marketing": Mises.org/E4B_159_Blog Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life: Mises.org/E4B_159_Book Rory Sutherland on YouTube: "Praxeology: Time To Rediscover A Lost Science" (There's a special frame at 8:10): Mises.org/E4B_159_Video

So, you've painstakingly sat down with your over several meetings and crafted your brand story. You feel great. You've accomplished something. Or have you? What should you do with your brand story? Was all that work and exertion for the sole purpose of writing out a statement (that's not even a story) to put on your “About Us” page or include on a handout for new employees? I don't think so. Today I'm discussing what to do with your brand story, how it improves and streamlines your marketing, and why you should be using it every day. I'll be covering 3 specific ways to use your brand story to get the most mileage from your work. SOURCES AND REFERENCES Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Roy Sutherland CONNECT WITH BRYCE AT MCNABB STORYTELLING Turn Strangers Into Advocates [FREE Guidebook] Instagram YouTube Twitter Website

Today's episode is with Arielle Jackson. For the past 7 years, she's helped hundreds of companies build their positioning and brands from the ground up, both as our Marketing Expert in Residence here at First Round and in her own consulting work. Before helping early-stage startups, Arielle started her career in Product Marketing at Google, where she helped launch and grow Google Books and AdWords before leading marketing for Gmail. She then joined Square, where she led the launch of the Square Stand. She then headed up marketing & communications at Cover, an Android app that was acquired by Twitter. Given that she's worked with so many companies, Arielle is a pro at spotting common patterns when it comes to early marketing, so today we spend our time digging into the challenges and missteps she's seen so many founders run into. From category creation and company purpose, to messaging, brand personality and launch strategy, Arielle details both common pitfalls to avoid and the exercises and frameworks that she shares with founders in her consulting work. Whether it's about not falling into the trap of focusing too much on other startup competitors, relying on emotional instead of functional benefits, or coming with unrealistic PR expectations, Arielle has tons of examples to bring these concepts to life.  If you are looking to learn more, Arielle has turned the brand strategy work she does at First Round into a cohort-based course, powered by Maven. The course runs in February and applications close on Jan 28th – find out more and apply here. Additionally, here are the resources we talked about in the episode Arielle's First Round Review articles: - Positioning Your Startup is Vital — Here's How to Nail It - ​​Three Moves Every Startup Founder Must Make to Build a Brand That Matters - So You Think You're Ready to Hire a Marketer? Read This First. The books on the subject that Arielle recommends: - Positioning: The Battle for Your Mind - Play Bigger: How Rebels and Innovators Create New Categories and Dominate Markets - Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life - Predictably Irrational: The Hidden Forces That Shape Our Decisions You can follow Arielle on Twitter at @hiiamArielle. You can email us questions directly at review@firstround.com or follow us on Twitter @firstround and @brettberson.

Rory Sutherland is the Vice Chairman of one of the largest and most world renowned agencies Oglivy and Mather. He is also the author of one of the best marketing book, Alchemy, the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. Get his book Alchemy: https://www.amazon.com/Alchemy-Curious-Science-Creating-Business/dp/006238841X Exclusive to TMM Listeners: 20% off Oribi: https://oribi.io/tmm (the marketing analytics platform that gives you real answers on your website's marketing performance)

This episode is all about creativity: what it is, what it looks like, and what to do when you get stuck. Perry speaks with four experts who have made creating new and interesting things their life's work. Featuring Jack Rhysider (Creator/host of Darknet Diaries), Faith McQuinn (creator of Boom, Margaritas & Doughnuts, and Apollyon), Tom Buck (YouTuber and content creator), and Sam Qurashi (Exploring the Psychology of Everything). Guests: Jack Rhysider Faith McQuinn Tom Buck Sam Qurashi Resources & Books: The No. 1 Habit of Highly Creative People Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Seven Techniques For Getting Creatively Unstuck The Unusual Habits Of 8 Famous Creative Minds The World's Most Creative People Have This Thing in Common You Are an Artist: Assignments to Spark Creation Transformational Security Awareness: What Neuroscientists, Storytellers, and Marketers Can Teach Us About Driving Secure Behaviors Additional research by Nyla Gennaoui. Music and Sound Effects by Blue Dot Sessions, Envato Elements, & Storyblocks. Artwork by Chris Machowski @ https://www.RansomWear.net/ and Mia Rune @ https://www.MiaRune.com. 8th Layer Insights theme music composed and performed by Marcos Moscat @ https://www.GameMusicTown.com/

In business, products, workplaces, and even universities, we tend to see this backward. We tend to talk about biases in consumer behavior, but business-to-business decision-making is riddled with biases. It is how we use and change these biases that will change the way we market products and services. That's why this week on The Digital Agency Growth Podcast, we are featuring the throwback episode: Irrational Problem Solving with Rory Sutherland!Watch our new recorded video training: Relationship-Driven New Business At-ScaleIn this episode of The Digital Agency Growth Podcast, my guest Rory Sutherland shares the importance of positioning a product differently based on the story we tell about it instead of changing the product altogether and the value we hold on different levels of experience of the same product or service. Rory is the Vice Chairman of Ogilvy in the UK, an attractively vague job title that has allowed him to co-found a behavioral science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities' in consumer behavior – these are the very small contextual changes that can have enormous effects on the decisions people make. Rory is the author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (my favorite book on marketing and behavioral psychology of the last few years).In this episode, Rory and I discuss the following:Talent and perspective gaps in the advertising business. Hacking Harvard, how to unbundle the university experience as an alternative option. Irrational police brutality and groupthink in protest demonstrations. Why product cannibalization fears are often over-exaggerated. It is time we start pivoting our marketing and business strategies around the true problems at hand and not the media budget sitting in front of us.Thank you for listening! If you enjoyed this episode, please take a moment to follow, rate and review the podcast and tell me your key takeaways!CONNECT WITH RORY SUTHERLAND:LinkedinBehavorial Economics MasterclassAlchemy BookCONNECT WITH DAN ENGLANDER:LinkedInSales SchemaLINKS MENTIONED:Albians Seed by David Hackett FischerThe Economic Naturalist by Robert H. Frank

This week we've got a great show with Ruth King. Ruth is a serial entrepreneur having owned 8 businesses over the last 37 years. She's also a bestselling author of 4 business books about profitability & running a business.In this episode we dive into the numbers of running a profitable business. Ruth shares some great quick formulas you can run to determine if cash flow is increasing or decreasing. She also shares a best practice on a profit-sharing compensation plan she's helped multiple companies successfully deploy.If you enjoy this episode please share it with your friends, rate & review with your favorite part to help us reach more people To learn more about the concepts discussed podcast go to https://www.brianbeers.com and sign up for Brian's free weekly newsletter delivering content directly to your inbox Connect with Brian you can follow him on Instagram and facebook, connect on LinkedIn or email brian@beerspodcast.comBook Links: Profit or Wealth?: Simple Rules for Sustainable Business GrowthThe Courage to Be Profitable: Get and Stay Profitable in Less than 30 Minutes a MonthUncopyable: How to Create an Unfair Advantage over Your Competition Never Split the Difference: Negotiating as if Your Life Depended on ItDeep Work: Rules for Focused Success in a Distracted World Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

Rory Sutherland, Vice Chairman of Ogilvy Group, joins us for an almost unprecedented third appearance on Infinite Loops. Our discussion with Rory centers on: The marketing of Saint Paul and religious leaders. Humor as a vehicle for effective messaging. The advantages and drawbacks of remote work. “Category” vs. “brand” advertising. And MUCH more! Follow Rory on Twitter at twitter.com/rorysutherland and get his must-read book 'Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life' from Amazon.com

When focused on growing your business, it's completely normal to focus on things that logically yield growth. Things like which networking events to attend, how to add more subscribers to your email list, how often to post on social media, what type of ads you want to run, how to get more people to your seminars, how to get more clients to refer.... And while these are completely logical ideas, it's often the ideas that leverage irrational and invisible influence that yield outsized returns. When was the last time you thought about: What your office or Zoom background is "signaling" to prospective clients? What minor detail or design on your website could drastically improve conversions? How to package your services in a way that feels less overwhelming and provides clarity around exactly what the client receives? What things could be causing your clients to perceive your services as expensive rather than a bargain? Rory Sutherland, author of Alchemy: The Dark Art and Curious Science of Creating Magic in Business, Brands, and LIfe, consults with companies around the world to help them enhance their branding and marketing by better understanding the invisible influences that shape our behavior. We discuss: Why you can't always trust what people say they want The real reason why people go see doctors (and financial advisors) The psychological challenges involved when saving for retirement (and what to do about it) How to use context to influence decision-making and behavior The power of "signaling" - the most underrated component in building trust And way more! *For more resources discussed in this episode, check out www.wiredplanning.com/episode37. *For more resources and insights on mastering the human side of money (including our popular "Wisdom Round-Up" email), go to www.wiredplanning.com.

How can we make better, more effective decisions? It's important to find out because the quality of our lives is determined by the quality of our decisions. Many of our decisions are impaired even before we start to make them because of cognitive blind spots. So what are some examples of these cognitive glitches, and how can we overcome them? That's what you'll discover in this episode. Show Notes Read Everything is Figureoutable by Marie Forleo (will help you develop your “figure it out” muscle) Read Thinking Fast and Slow by Daniel Kahneman (and examine your thinking with more examples like the "baseball and ball" test) Read The Great Mental Models, Vol. 1 by Rhiannon Beaubien and Shane Parrish (An overview of key “thinking principles”) Visit Farnham St. Blog (An ongoing examination of key “thinking principles”) Listen to The Knowledge Project podcast (An ongoing discussion of key “thinking principles”) Listen to Tim Ferriss Show podcast (will help you find successful people to model and learn how they made good decisions) Listen to Mixergy podcast with Andrew Warner (will help you find successful people to model and learn how they made good decisions) Read Post-Corona by Scott Galloway (Discover the powerful trends that are driving radical change now, and what you should do to capitalize opportunities and meet challenges) Read Thinking In Bets by Annie Duke (Develop better decision-making skills in general) Read The Psychology of Money by Morgan Housel (Develop better decision-making skills regarding finance) Read Alchemy: The Dark Art and Curious Science of Creating Magic in Business, and Life by Rory Sutherland (to understand how some things work even though they don't make sense, and vice-versa) BTW, I'd love to get your feedback or hear about your questions (which I'll answer in upcoming episodes). And when you get a chance, download my free Solo & Small Firm Lawyers' Guide to Working Smarter (which will help you streamline, automate and outsource —so you start working less and relaxing more). Oh, and if you're interested in radical improvement for your law practice, check out my new Working Smarter course. Thanks to Our Sponsors SweetProcess is a great way to document your important workflows. Doing so will help make your practice run more smoothly, and require less involvement on your part to keep things running smoothly. The best way to understand how SweetProcess will help streamline your firm is to start using it. The company offers a 14-day free trial, but as a loyal listener of this podcast, you can try it for 28-days free of charge. And you don't even have to enter a credit card to get started. Just navigate to SweetProcess.com/ernie to start your 28-day free trial today. And thanks to the other sponsor of this podcast… Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai you're actually hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. If there's one great outsourcing opportunity for your practice, this is it. Let Smith.ai have your back while you stay focused on your work, knowing that your clients and prospects are being taken care of. Plans start at $210/month for 30 calls and pricing starts at $140 for 20 chats, with overage at $7 per chat. They offer a risk-free start with a 14-day money-back guarantee on all receptionist and live chat plans including add-ons (up to $1000). And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai. EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at EmeraldCity Pro

Who among us hasn't, at some point, wondered just what exactly a bear manager or a danger tree feller blaster does? Well, Mary Roach, America's funniest science writer, TED 20 Most Watched list member, and increasingly frequent guest on this podcast has, and now she's written a book for our collective enlightenment. In today's episode, Mary discusses her latest offering, FUZZ: When Nature Breaks the Law, taking us on a fascinating journey around the world to explore these and other unique professions dealing with animals and plants whose interactions with humans can be dangerous and even fatal.    Show Links: Inquiring Minds Podcast Homepage Support the show: https://www.patreon.com/inquiringminds See https://omnystudio.com/policies/listener for privacy information. Episode 31 - The Science of Your Guts Episode 138 - The Curious Science of Humans at War Mary's Homepage  Support the show: https://www.patreon.com/inquiringminds See omnystudio.com/listener for privacy information.

Rory Sutherland, one of the greatest and most entertaining business thinkers, writers and speakers of our time, as the Vice Chairman of Ogilvy Group in the UK, an attractively vague job title which has allowed him to co-found a Behavioral Science Practice within the agency to apply the insights of contemporary behavioural science to the agency's work. He believes in exploring ‘unseen opportunities' in consumer behaviour: the very small contextual changes which can have enormous effects on the decisions people make, seeking out those unexpected (and inexpensive) contextual tweaks and insights or assumptions that, when challenged, create incredible value for brands - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Before founding Ogilvy's behavioral science practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. Among other things, he has spoken at TED Global and writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: Alchemy: The Dark Art and Curious Science of Creating Magic (2018) Alchemy, The surprising Power of Ideas which don't make Sense. (2019) Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity (2021)

Today I am very excited to have Matej Sucha with me on the show to talk about the importance of applied behavioral economics and the work he has done to help shape the field. As you will hear in our conversation today, there are two fairly distinct camps in the behavioral sciences: the academic research and the applied. While many of us work together, there are different goals for each and there can be disagreement from time to time.  In general, I think most of us see the need for both sides and how they are necessary to help move the entire field forward. Matej is like me, an advocate for behavioral economics being used and shared in business as much as possible, which is why he recently founded and became the Editor in Chief of insideBE.com, which you will hear about on the show, in addition to his work as a managing partner at MINDWORX.  Show Notes: [00:06] In today's episode I'm excited to introduce you to Matej Sucha, managing partner of MINDWORX and founder of insideBE. [02:56] Matej shares about himself, his work, and how he got into behavioral economics.  [04:01] This year they launched insideBE which is an app dedicated to behavioral economics in business.  [05:53] Behavioral economics doesn't have the place it deserves in business. It is still in the phase of early adoption. It is not at the center of attention for businesses. [07:03] We have to put more emphasis on business applications.  [08:43] People want to see more practical business applications.  [10:27] Matej's consultancy mainly focuses on the applications of consumer behavior.  [11:16] They developed their own approach for a behavioral audit in order to know when we should create an intervention and move people in the direction we want them to move.  [11:57] Matej shares one project he was fascinated by.  [14:44] When they included social proof the probability that the person would send their CV went up by 130%.  [15:14] Findings from research can inspire business solutions that are proven to work.  [15:47] Matej shares about an insurance project he worked on that was offering their customers travel insurance one year for free.  [16:56] One of the biggest mistakes that marketers make is that they only focus on how they can motivate their customers.  [19:01] They increase the conversions by understanding and removing the psychological behaviors that stood in the way.  [21:02] The problem is twofold. Companies, salespeople, marketers, and product designers don't even think about understanding the problem and jump to creating the solutions. The second part is that they don't know how to understand the customer and the problem.   [22:29] One tiny insight can help you create amazing solutions.  [24:34] It is about asking the right questions. Why aren't customers doing what you want them to do? [26:08] Often the solution can be really simple.  [29:08] Timing is more important than the message itself. Timing doesn't require a deep knowledge of behavioral science.  [30:27] When you're a business person there is no better place to start than to learn from the amazing work of the greatest minds in the field.  [32:01] There are a lot of great resources available.  [34:16] The purpose of the content they are creating at insideBE is to first and foremost teach people how they can try themselves. The best way to get potential clients excited is to teach them as much as possible.  [37:10] “The next big thing in marketing is not technology. It is psychology.” -Rory Sutherland [37:50] If companies want to gain a competitive edge, it is psychology they should focus on.  [39:59] Melina shares her closing thoughts. [41:40] The Brainy Business was nominated for the best market research podcast of 2021. Vote for The Brainy Business here by August 31! Thanks for listening. Don't forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let's connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! More from The Brainy Business:

Infinite Loops Podcast Notes Check out the Episode Page and Show Notes Two make-or-break marketing questions1. How good is your product?2. How well are you selling it?Minority rule is where a small boycotting minority can change the consumption patterns of a much larger group by simply refusing to consume somethingIf you want support, ask for advice – when you ask for an opinion, you turn on a person's critic mode“The worst mistake you can make in a social setting is to appear not to understand the implicit rules of the game, like dress codes” – Rory SutherlandPeople use the ambiguity around a rule set to exclude other people If you have subtle normative rules, it's a nasty way of practicing exclusion“The objective of nearly all of woke speech is more or less compatible with anybody's aspiration to be a civilized and decent human being. To be honest, a decent, reputable human being is generally a pretty woke human being.”- Rory SutherlandPeople stop making intelligent decisions about risks when they allow the regulatory rules to take the place of judgment – their reasoning: if it's regulatorily approved, the blame will fall somewhere elseRead the full notes @ podcastnotes.orgRory Sutherland, Vice Chairman of Ogilvy Group, comes back for his second appearance at Infinite Loops! We discussed various marketing strategies and behavioral tics, including: In-group vs. Out-group Fractal nature of behavioral science Pricing heuristics "Woke" persuasion Barbra Streisand effect, Canada, And a LOT more! Follow Rory on Twitter at twitter.com/rorysutherland and get his must-read book 'Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life' from Amazon.com

Rory Sutherland, Vice Chairman of Ogilvy Group, comes back for his second appearance at Infinite Loops! We discussed various marketing strategies and behavioral tics, including: In-group vs. Out-group Fractal nature of behavioral science Pricing heuristics "Woke" persuasion Barbra Streisand effect, Canada, And a LOT more! Follow Rory on Twitter at twitter.com/rorysutherland and get his must-read book 'Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life' from Amazon.com

You know your situation better than anyone else. Sometimes you should trust what your gut instincts tell you is best for you, and not what a supposed expert says. We'll talk about some things that experts say that need to be questioned, and we'll also talk about places where your intuition can be wrong. Interestingly, persuasion is one area where both supposed lawyer experts and your intuition are probably wrong —unless you closely study the books I'll recommend and discuss. Show Notes To Sell Is Human: The Surprising Truth About Moving Others, by Dan Pink Exactly What To Say: The Magic Words for Influence and Impact, by Phil M Jones Influence: The Psychology of Persuasion, by Robert Cialdini (New & Expanded) Thinking, Fast and Slow, by Daniel Kahneman Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, by Rory Sutherland Readwise (the app/service that makes it easy to revisit and learn from your ebook & article highlights). BTW, I'd love to get your feedback or hear about your questions (which I'll answer in upcoming episodes). And when you get a chance, download my free Solo & Small Firm Lawyers’ Guide to Working Smarter (which will help you streamline, automate and outsource —so you start working less and relaxing more). Oh, and if you're interested in radical improvement for your law practice, check out my new Working Smarter course. Thanks to Our Sponsors SweetProcess is a great way to document your important workflows. Doing so will help make your practice run more smoothly, and require less involvement on your part to keep things running smoothly. The best way to understand how SweetProcess will help streamline your firm is to start using it. The company offers a 14-day free trial, but as a loyal listener of this podcast, you can try it for 28-days free of charge. And you don’t even have to enter a credit card to get started. Just navigate to SweetProcess.com/ernie to start your 28-day free trial today. And thanks to the other sponsor of this podcast… Smith.ai is an amazing virtual receptionist service that specializes in working with solo and small law firms. When you hire Smith.ai you’re actually hiring well-trained, friendly receptionists who can respond to callers in English or Spanish. If there’s one great outsourcing opportunity for your practice, this is it. Let Smith.ai have your back while you stay focused on your work, knowing that your clients and prospects are being taken care of. Plans start at $210/month for 30 calls and pricing starts at $140 for 20 chats, with overage at $7 per chat. They offer a risk-free start with a 14-day money-back guarantee on all receptionist and live chat plans including add-ons (up to $1000). And they have a special offer for podcast listeners where you can get an extra $100 discount with promo code ERNIE100. Sign up for a risk-free start with a 14-day money-back guarantee now (and learn more) at smith.ai. EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at EmeraldCity Pro

Kwame Bruce Busia possibly better known – especially in design circles – as StudioYorktown does many, many things with a high level of skill including being a singer/songwriter, producer, designer, photographer and entrepreneur. One of those things is having a love and knowledge for blockchain tech, crypto currencies and yes the topic of the day NFTs. I was getting pretty tired of everyone talking about NFT's but using a string of acronyms to describe another acronym, always skirting the topic of what the hell they actually are and how you make them and why anyone should care. Bruce does an incredibly articulate job of breaking down the why, what, how, pros and cons and future of this tech and what it means for anyone in or pursuing a creative career. We even unpack some of the deep creative wisdom in Japanese culture and specifically talk through some poignant creative moments in the film Jiro Dreams of Sushi. Introducing Kwame Bruce Busia On NFT's   Kwame Bruce Busia @StudioYorktown Studio Yorktown on Creative Market Study Yorktown NFT for sale kwamebrucebusia.com   Show links: Beeple $70m NFT Gary Vee on NFTs Rarible Planet Money podcast episode on Beeple $70m NFT Decentraland Verner Herzog   Bruce's NFT Resources and Starter Guide: Basic Concepts To Understand:  What is BLOCKCHAIN? The best explanation of blockchain technology  What is Ethereum? A Beginner's Explanation in Plain English  MetaMask Tutorial 2021: How to Use & Safely Setup MetaMask (setting up your wallet and installing browser extension)  HOW TO CREATE AN #NFT ON RARIBLE WITH ROYALTIES    NFT Platforms and Websites  Rarible Opensea  Foundation (invite only)  Art Blocks  KnownOrigin  Async Art (programmable art platform with individually auctionable layers)  Zora  SuperRare  Maker’s Place   Nifty Gateway   Creary.net (not technically NFTs, but allows artists to earn crypto by sharing and curating the work of others’ portfolios similar to Behance)    Some Future Applications / Display Possibilities for Digital Art + NFTs  Looking Glass Factory - No-Glasses Holographic Display  A run-down of digital art frames for displaying digital art / NFTs  Framed*  - Books: Perennial Seller: The Art of Making and Marketing Work that Lasts by Ryan Holiday The 48 Laws Of Power by Robert Greene Mastery by Robert Greene Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland It's Not How Good You Are, It's How Good You Want to Be by Paul Arden   Documentaries: Jiro Dreams of Sushi Coldplay: A Head Full of Dreams Documentary American Movie Marwencol Helvetica Chef's Table   Quotes "I'm always trying to see how concepts are similar rather than how they are different."   "[NFT technology] is very exciting for particularly creatives because it finally gives a chance to distribute work and set the terms by which you can be compensated for it."   "We are in an era now that we are literally transacting ideas and concepts."   "Once you have a sense of purpose, something that drives you, it becomes this reinforcing loop that keeps you doing it, its like a permanent source of joy and magic."   "It's nothing and it's everything, you don't have to put that much attention to detail in it, but you do and it means something because you do it."   "The goal is not the goal, the goal is the process."   -   Original Theme Music by Devin Luke - devinlukemusic.com   Stay In Touch onprocess.com @onprocesspodcast   If this episode helped you in any way, we would love your support. The best way to support us is by Subscribing to the show in iTunes and writing us a review. Thanks for listening.

In today's episode, I speak to the vice-chairman of Ogilvy UK, Rory Sutherland. If you're aware of Rory, you'll know that the next hour is going to be an entertaining listen. If you don't, he is one of the foremost thinkers in UK advertising and there are very few areas in which he doesn't have some interesting ideas and opinions. We cover a wide range of topics, including the future of work, network theory, and how returning to the office could resemble market day in Abergavenny. Plus some asides on how we improve video meetings, The Beatles, scuzzy cities, solar power and agglomeration.If you enjoy the podcast, please make sure you check out my newsletter, Future Work/Life. Every week at the moment, I'm reflecting on the previous week's podcast and sharing some ideas about how that impacts the future of work and life. You can read it via the link below. Please also subscribe to this podcast and share it with anyone you think would enjoy it too. LINKS:Rory's book, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and LifeRory's LinkedIn profileFuture Work/Life See acast.com/privacy for privacy and opt-out information.

Rory Sutherland is the Vice Chairman of one of the largest and most world reowned agencies Oglivy and Mather. He is also the author of one of the best marketing book, Alchemy, the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. Get his book Alchemy: https://www.amazon.com/Alchemy-Curious-Science-Creating-Business/dp/006238841X

“I think we make the business of parenting disproportionally difficult - if we assume that everything is within our control.” Rory Sutherland on DADicated.com Rory Sutherland is one of the most influential men in the advertising world, a charismatic speaker and Dad of twins. He’s the former Vice Chairman of Ogilvy Group, has served as Chair of the Judges in Cannes and is a best-selling author. He is very intelligent, fun and will get your brain and heart to fire up. Do yourself a favour and listen to this lighthearted discussion around the sheer disruption that parenting brings to an otherwise tidy, domesticated life. The most powerful takeaways for me as a dad were: It’s important in a multi-child household to keep the rules the same for everyone That there are some things that parenting cannot change so there is really no upside in getting too upset about that. Our job as parents is to prevent catastrophe. Simply: keep them from worst-case scenarios To book Philipp’s keynote on building successful families simply to reach out via www.dadicated.com. GUEST (guest): LinkedIn:https: //uk.linkedin.com/in/rorysutherland Website: https://entelligence.com/about/steve-satterwhite/ Twitter:https://twitter.com/rorysutherland?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor Podcast: https://o-behave.tumblr.com/thepodcast Instagram: https://www.instagram.com/roderickhenrysutherland Philipp Hartmann (host) Philipp Hartmann: www.philipp-hartmann.de Philipp Hartmann on LinkedIn: https://www.linkedin.com/in/philipphartmann2 Building Successful Families: https://www.dadicated.com/ Being Dad Instagram: https://www.instagram.com/beingdad_official/ Philipp Hartmann on twitter: https://twitter.com/philipphartmann Books: Alchemy - The Power Of Ideas That Don’t Make Sense by Rory Sutherland: https://www.goodreads.com/book/show/26210508-alchemy Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland: https://www.amazon.com/Alchemy-Curious-Science-Creating-Business/dp/006238841X Rory Sutherland - The Wiki Man: https://www.amazon.com/Rory-Sutherland-Wiki-Man-ebook/dp/B007A2PNQM --- Send in a voice message: https://anchor.fm/dadicateddotcom/message

Erik Vance (@erikvance) is an award-winning science journalist and author of Suggestible You: The Curious Science of Your Brain's Ability to Deceive, Transform, and Heal. What We Discuss with Erik Vance: How the human tendency for patternicity can be used to inoculate ourselves against pain, but also make us believe we've been abducted by space aliens. The placebo effect vs. the nocebo effect. The power of false memories and the "Satanic Panic" phenomenon of the 1980s. How our brains twist reality to match expectations, and how it fits into our evolutionary model for survival. Why Erik paid a Mexico City witch doctor to curse him -- for science! And much more... Full show notes and resources can be found here: jordanharbinger.com/461 Sign up for Six-Minute Networking -- our free networking and relationship development mini course -- at jordanharbinger.com/course! Like this show? Please leave us a review here -- even one sentence helps! Consider including your Twitter handle so we can thank you personally!

Rory Sutherland is Vice Chairman of one of the world’s most respected advertising agencies Ogilvy & Mather. He is the author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life which is one of Sean’s highly recommended books. On this episode Rory will shake your way of thinking by peeling back the curtain to what it’s like inside one of the greatest minds in advertising, consumer psychology and behavioral economics. Episode Show Notes Checkout my Newsletter Connect with us! Whatgotyouthere “Uncover your talents. Discover your dream job. Thrive in YOUR culture.” Sign up for Culture Finders today at www.CultureFinders.com MCTco Collagen Protein Bars www.mctco.com 20% off with code “WGYT” https://drinksupercoffee.com/

https://bit.ly/39mESiZ 

Infinite Loops Podcast Notes Key Takeaways “The trouble with market research is that people don’t think what they feel, they don’t say what they think and they don’t do what they say” David OgilvyThe role of Marketing in InnovationYou need the marketing function along the product function to spread innovationsA huge part in spreading the use of vaccines was convincing people to change their behaviors and get vaccinatedThe technology of Nespresso did not take off until it was popularized as a lifestyle brand by George ClooneySteve Jobs was a great marketerIn corporations, people often make decisions with the aim of avoiding blameQuality of reasoning becomes more important than the outcome“Math can give us a lot of confidence in our own wrongness” – Rory SutherlandThe way you frame a product totally changes consumers perception and behaviorGreat marketers know that tiny improvements can achieve tremendous resultsRead the full notes @ podcastnotes.orgIn this episode of Infinite Loops we spoke with Rory Sutherland, Author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, and Vice-Chairman of Ogilvy Group UK. We discuss: The relationship between marketing and innovation. Human psychology and behavioral economics. The importance of framing. “Stated” preferences and “Revealed” preferences Follow Rory on Twitter (https://twitter.com/rorysutherland) and check out his books here (https://www.amazon.com/Rory-Sutherland/e/B07L3WRSWM?ref_=dbs_p_ebk_r00_abau_000000)

What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019) Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He's also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times. Topics covered in this episode include: What's to be gained from realizing that evolution likes fitness, not accuracy. Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don't apply. Instead, the focus is on noting the exceptions and finding patterns. Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes. Dan Hill, PhD, is the author of eight books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). To check out his “Faces of the Week” blog, visit https://emotionswizard.com. Learn more about your ad choices. Visit megaphone.fm/adchoices

What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019) Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He’s also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times. Topics covered in this episode include: What’s to be gained from realizing that evolution likes fitness, not accuracy. Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don’t apply. Instead, the focus is on noting the exceptions and finding patterns. Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes. Dan Hill, PhD, is the author of eight books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). To check out his “Faces of the Week” blog, visit https://emotionswizard.com. Learn more about your ad choices. Visit megaphone.fm/adchoices

What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019) Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He’s also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times. Topics covered in this episode include: What’s to be gained from realizing that evolution likes fitness, not accuracy. Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don’t apply. Instead, the focus is on noting the exceptions and finding patterns. Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes. Dan Hill, PhD, is the author of eight books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). To check out his “Faces of the Week” blog, visit https://emotionswizard.com. Learn more about your ad choices. Visit megaphone.fm/adchoices

What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019) Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He’s also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times. Topics covered in this episode include: What’s to be gained from realizing that evolution likes fitness, not accuracy. Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don’t apply. Instead, the focus is on noting the exceptions and finding patterns. Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes. Dan Hill, PhD, is the author of eight books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). To check out his “Faces of the Week” blog, visit https://emotionswizard.com. Learn more about your ad choices. Visit megaphone.fm/adchoices

What are the limitations of relying on logic as an upfront filter in pursuing ideas? Find out as I talk to Rory Sutherland about his new books Alchemy: the Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019) Sutherland is Vice Chairman of Ogilvy, a legendary advertising agency. He’s also a columnist for The Spectator and a past president of the London-based Institute of Practitioners in Advertising (IPA). His TED Talks have been viewed over 6.5 million times. Topics covered in this episode include: What’s to be gained from realizing that evolution likes fitness, not accuracy. Why biology is different from physics, thereby meaning that there will likely never be a Newton of biology, of marketing, or other fields, where universal laws don’t apply. Instead, the focus is on noting the exceptions and finding patterns. Realizing how much people are context-dependent in realizing solutions to problems. Many forms of measurement create more problems than successful outcomes. Dan Hill, PhD, is the author of eight books and leads Sensory Logic, Inc. (https://www.sensorylogic.com). To check out his “Faces of the Week” blog, visit https://emotionswizard.com.

Today I am so excited to talk about a fantastic club that started a few months ago on LinkedIn. You’ll learn about the serendipitous nature of how this group was founded during my conversation with one of the catalysts of creating it, Louise Ward. The group is called the Behavioural Science Club, and (while it has had limits on how many people can be included in the past)...at the moment they are letting anyone with an interest in the online virtual book club of awesomeness join.  That Being Said...when you do sign up to join through LinkedIn, please do mention you heard about it from The Brainy Business so we can connect and Louise knows how you got there.  As you will learn, Louise has one on one conversations with every new member (there are close to 2000 now) and this is a group about interaction and engagement. If you just want a notch in your LinkedIn groups belt, this isn’t the club for you.  If you want to  connect with others from around the world who love behavioral science  learn and chat  meet some amazing people  Then this group is for you and you should definitely join! Louise will personally approve you and let you in.  Louise was so fun to chat with, and as you will learn, she is very new to behavioral science and behavioral economics. She is someone who was passionate and took the initiative to do something, which has put her on the radar of some pretty amazing people who she secured to come into the book club to discuss their books with us. (Rory Sutherland! Cass Sunstein! So many more!!!) Show Notes: [00:45] Today I am so excited to talk about a fantastic club that started a few months ago on LinkedIn. [03:11] She is very new to behavioral science and behavioral economics, but was passionate and took the initiative to do something in a way that has put her on the radar of some pretty amazing people. [03:59] Melina and Louise met during Nudgestock.  [05:06] Her interest in advertising came from her father. She grew up in an advertising house.  [07:31] She has always been interested in people.  [09:59] She and Prakash Sharma created the Behavioural Science Club on LinkedIn.  [12:43] It all started with a love of lists and a simple LinkedIn post...  [13:54] Then it evolved farther into a LinkedIn group and Louise ended up being a co-manager.  [16:33] So many authors have agreed to come into the group and do a question and answer session for the members.  [16:45] They didn’t anticipate there would be so much interest and so much kindness from everybody.  [19:07] They wanted the group to be a personal experience so membership was capped for a while.  [20:46] The group is a mix of people that have an interest in behavioral science and people that work in the space.  [22:07] The diversity of the group is very appealing. Even though they are reading books they are not exclusive to only behavioral scientists.  [24:57] The very core is that we are all just interested in how people are behaving.  [25:25] Melina and Louise both highly recommend the Nudgestock videos.  [27:31] Most of the group growth has been attributed to word of mouth.  [29:59] It is really beneficial to invest in a few things rather than doing many things. Showing up and having meaningful conversations is more valuable for the entire group.  [31:09] Louise hopes that the pandemic’s silver lining is that people had time to step back and reflect on what is important to them.  [33:10] The group has been empowering to many people and has given others the chance to make connections and interact with people they didn’t know prior.  [35:44] The group is very active and so many people have so many great things to share.  [38:41] When the group started on the first Saturday of the month they had book chat. The third Saturday was the author Q&A. Occasionally they have to alter the times to fit the author’s schedule.  [40:31] Now they have upgraded to meeting every Saturday. The other weeks include authors of newly published books in behavioral science.  [43:01] The easiest way to find the group is to go on LinkedIn and type in Behavioural Science Club. (or just click that link!) [44:39] There are many discussions in the world right now about when it is behavioral economics vs. behavioral science.  [47:27] Reflecting on my career, I (Melina) can see a lot of things I was doing years ago and understand now why they worked (from a behavioral economics lens) even though I didn’t have the perfect term at the time.  [49:04] During this time in the pandemic, I have been really focusing on showing up in the right places instead of trying to be everywhere on a cursory level. I want to be able to really engage with others and learn from them, have great conversation, and make a difference. This group is a space to do that. [50:01] No matter what your background or knowledge level you should come be part of this group if it interests you. I look forward to interacting with you there! Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube More from The Brainy Business: Master Your Mindset Mini-Course BE Thoughtful Revolution - use code BRAINY to save 10% Get Your FREE ebook Melina’s John Mayer Pandora Station! Listen to what she listens to while working. More from The Brainy Business: Behavioural Science Club on LinkedIn 1001 Stories Nudgestock Bri Williams Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Ripple: The Big Effects of Small Behaviour Changes in Business Nudge: Improving Decisions About Health, Wealth, and Happiness Hooked: Revealing the Hidden Tricks of Memorable Marketing Dan Ariely Interview Questions or Answers Loss Aversion Reciprocity Scarcity Nudges & Choice Architecture Biases Toward Novelty and Stories How to Organize Your Brain with Behavioral Economics

On today’s behavioral economics foundations episode we are going to be talking about survivorship bias. I decided on this episode when Kurt Nelson (cohost of Behavioral Grooves with Tim Houlihan--last week’s guest) shared a comic of the concept on LinkedIn. After some conversation with Benjamin Granlund (the artist from the Lantern Group who created the comic) I learned this is part of their new 100 Behaviors project. They’re sharing (you guessed it!) 100 different behaviors/BE concepts on the socials through these fun little cartoons. One of the early ones is on survivorship bias, and I have linked to their Instagram so you can follow along as well. So, what is survivorship bias? It may sound like it is only a life or death thing…and while that is part of how it was discovered it is more than just about surviving. And, like all the biases you hear me talk about on the show, your brain is using this one all the time, and it can absolutely impact the decisions you make in your business.  Survivorship bias impacts entrepreneurs for sure, but it is also leading people astray in all sorts of businesses. Understanding this concept and being on the lookout for it can help you make better decisions on what to invest in—money and time, make your calculations and predictions of your work more accurate, and generally increase the likelihood that your endeavors are more successful.  Let’s start with the story of how this bias was discovered, which will require us to journey back to the days of WWII...  Show Notes: [03:19] Survivorship bias impacts entrepreneurs for sure, but it is also leading people astray in all sorts of businesses.  [03:49] Melina shares the story of how this bias was discovered, which requires us to journey back to the days of WWII. In a war, the slightest edge can be the difference between success and failure. [05:52] The problem with reinforcing the spots on the planes that have received the most bullets, is that it doesn’t account for a very large and important part of the data set (the planes that didn’t make it back). This conclusion is missing what’s missing. [06:46] In fact, those blank spots are where you want to reinforce the planes. It will make them stronger in those places so they can take some fire there and not go down. [07:39] One common example of survivorship bias is when you seek advice on how to be successful. [09:11] 2 million of the students who start college each year will drop out before graduating. [10:04] If you only look at the successful people and ignore those who failed you aren’t getting the true picture. [10:53] We just see the few who win and it makes it seem like those stories are more common than they really are. [11:24] As we look back on our own lives, we see choices that we think got us to where we are, but those on their own are not the answer.  [13:15] There are lots of other factors that determine success. If you do exactly the same thing year after year you will not always have the same end result. [13:51] Survivorship bias was making them only look at what they did and assume that it is the winning formula no matter what, but it just isn’t the whole picture. [15:10] Just because two things are seen at the same time doesn’t mean that one caused the other to occur. This is the difference between correlation and causation.  [16:07] Just because two data sets appear to go together doesn’t mean one actually caused the other to happen. [16:59] Even if there is causation it doesn’t mean that it is the only thing that is causing that particular outcome to occur.  [18:12] For every 1 popular book out there, one million unsuccessful books and their authors are the other side of this survivorship bias phenomenon. [18:41] There isn’t a magic pill or silver bullet to “win.” It takes trial and error and a lot of hard work.  [19:28] Being ready to invest and do the hard work (which includes looking at your goals and problems from all angles and taking the tendency of survivorship bias into account) will put you miles ahead of your competitors and make it more likely that you will succeed too. [19:46] Some other areas where survivorship bias can cause us problems is when we say things like, “I will win because I have a better product or service than they do.” [20:30] The lesson here is to look at all the possible data points and not focus on one single aspect. [20:48] Another place where survivorship bias comes into play is on customer satisfaction surveys and other questions you are asking of your current customer base. [22:31] Across the board, if you aren’t considering the full data set of people, your results (and consequently the actions you take based on those results) will be biased. [23:00] A good rule of thumb is to stop, take a breath and ask, “What about everyone else?” or “Who have we not thought of?” “Who else is there?” [25:29] Taking the time to slow down and consider what might be missing, what the data could look like from another angle and reframing your question to see how the results and insights change, can make a huge difference. [25:44] Look at the survivors, winners and success stories, but don’t forget about everyone else. Their lessons can keep you grounded and help you to become your own winning success story. Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  Let’s connect: Melina@TheBrainyBusiness.com The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube More from The Brainy Business: Master Your Mindset Mini-Course Brainy Mindset Course - use code BRAINY to save 10% BE Thoughtful Revolution - use code BRAINY to save 10% Get Your FREE ebook Brainy Pricing Course - use code BRAINY to save 10% Melina’s John Mayer Pandora Station! Listen to what she listens to while working Articles and Past Episodes: What Every Founder Needs to Know About Survivorship Bias Why It's So Hard To Succeed - The Survivorship Bias You are missing something! - Survivorship bias 7 Lessons on Survivorship Bias that Will Help You Make Better Decisions How the Survivor Bias Distorts Reality Survivorship Bias: The Tale of Forgotten Failures 100Behaviors on Instagram Lantern Group Missing what’s missing: How survivorship bias skews our perception The College Dropout Problem Hilarious Graphs Prove That Correlation Isn’t Causation The 10 Most Bizarre Correlations Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Tim Houlihan Interview Availability Focusing Illusion Optimism Bias How To Start and Grow a Successful Podcast Surprise and Delight Peak-End Rule Framing: How You Say Things Matter More Than What You’re Saying

In this episode of Infinite Loops we spoke with Rory Sutherland, Author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, and Vice-Chairman of Ogilvy Group UK. We discuss: The relationship between marketing and innovation. Human psychology and behavioral economics. The importance of framing. “Stated” preferences and “Revealed” preferences Follow Rory on Twitter (https://twitter.com/rorysutherland) and check out his books here (https://www.amazon.com/Rory-Sutherland/e/B07L3WRSWM?ref_=dbs_p_ebk_r00_abau_000000)

In this Tip of the Week, we discuss the book Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland, the Ogilvy advertising legend.

You don't get 7 million TED talk views for nothing. Rory Sutherland is the Vice Chairman of Ogilvy UK and the author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life.” And we had a wide-ranging, crazy, seminal, wonderful, and entertaining discussion! A short list of the topics we hit: Why marketing is not physics Why linear thinking doesn't make quantum breakthroughs Why brands should START with retention before anything else Alchemy and magic AB testing (yes, he uses data!) What Uber's killer feature really is How brands really only need to done one thing brilliantly to be successful Hotels and weatherproofing Why Tesla's dog mode made a non-dog-owner want to buy one DoubleTree's chocolate chip cookie Rory's friend Dave Why brands should ask their customers to do them a favor How brands can get COVID-19 era marketing horribly wrong Delivering drinking water in vans Consumer loyalty Brand loyalty to customers What Amazon gets right Why your price should probably be higher to sell more Clock radios Nespresso versus Maxwell House The beautiful insanity of Dyson vacuums and hair dryers Use data to exploit versus using data to explore Data versus common sense P values (in analytics and statistics) Mental lockjaw

A lot has been said about branding and behavior at the individual or tribal level, but perhaps even more interesting is how these concepts work at the government level. How can government bodies use different psychological and branding techniques to change behaviors around work, life, and crisis situations like the one we’re living in now with COVID-19? Even more importantly, how can choice, perception and permission be leveraged for a more fruitful society after a crisis has passed? Rory Sutherland, prolific writer and author of ‘Alchemy’, Vice Chairman of Ogilvy and TED Speaker whose videos have received over 6.5 million views talks to us about the psychology that is often missing from economic models, and how behavior can be profoundly changed not by punitive enforcement, but by speaking to our very human inclinations. Rory’s work has boldly explored human psychology and behavior for global airlines, international conglomerates and of course, governments. He calls himself an anarchist, some have called him a contrarian, and NPR has labeled him one of the leading minds in the world of branding.In our conversation with him, we explore models of human behavior, social norms, belief systems and the nuance of what he calls America’s “gloriously optimistic consumer base”.Links to interesting things mentioned in this episode:What’s The Difference Between Real and Perceived Value?: https://www.npr.org/2014/05/09/308756512/what-s-the-difference-between-real-and-perceived-value Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (Harper Collins): https://www.harpercollins.com/9780062388414/alchemy/ A Few Things Governments Could Learn From Marketers (TEDx): https://www.youtube.com/watch?v=ir00E2gVOyg For more brand strategy thinking: https://www.theconceptbureau.com/

• CURSO LEAN STARTUP - INSCRIPCION ABIERTA --> [https://cursoleanstartup.innokabi.com/] • WEBINAR GRABADO - INSCRIPCION --> [https://innokabi.com/clase/] • Suscripción Newsletter --> https://innokabi.com/blog/ ••••••••••••••• INFO GENERAL ••••••••••••••• > DESCRIPCIÓN: Me alegro que hayas decidido acompañarnos una semana más en el podcast de Innokabi. Soy Alfonso Prim y quiero ayudarte a lanzar tu marca, producto o servicio con éxito empleando lean startup y las herramientas de marketing online más interesantes y experiencias de otros emprendedores que ya lo han conseguido. ••••••••••••••• CONTENIDO ••••••••••••••• > DESCRIPCIÓN: Hoy hablamos con José Carlos Cortizo "Corti", emprendedor, investigador y podcaster con una mente inquieta de la que aprender muchas cosas. Con él, podríamos hablar de muchas cosas, de marketing online, de comercio electrónico, de emprendimiento, de cómo lanzar empresas pero vamos repasar su experiencia en Brainsins desde sus inicios hasta su cierre. Porque el recorrido de una empresa desde que nace hasta que se cierra es una experiencia que habitualmente no se suele contar y si piensas emprender su experiencia te ayudará, seguro. Vamos a repasar cómo pasar de ser un profesor investigador en la Universidad Europea de Madrid a montar una empresa de éxito, cerrarla y volver a empezar. Un recorrido apasionante con muchos puntos de los que habitualmente no se habla. > PREGUNTAS: 1. Breve intro, trayectoria profesional y cómo has llegado hasta aquí 2. Emprender desde la Universidad. Problemas y ventajas de crear una empresa desde allí. 3. Primer proyecto que lanzasteis (Wipley) y su evolución 4. Nacimiento de Brainsins, por qué nace, cuál era la necesidad inicial, cómo se convierte en Brainsins y cómo ha evolucionado. 5. Cómo se desarrolló el prototipo de este sistema y Producto mínimo viable 6. Qué fases han sido críticas en este proyecto. 7. Financiación. ¿Habéis levantado capital? 8. Crecimiento y escalado. En qué países estáis y qué estrategias de marketing lleváis a cabo para crecer y dar a conocer el producto. 9. Momento de cerrar un ciclo con Brainsis, cuándo os dais cuenta de que no va bien y posibles causas. 10. Cómo se toma la decisión de vender la compañía. Fases, pasos, contar cómo es el proceso. 11. Aciertos y errores de este proyecto. Aprendizajes ••••••••••••••• REFERENCIAS Y ENLACES ••••••••••••••• Dónde encontramos a "Corti": > https://en.digital/ > https://producthackers.com/es/ > https://www.fotografiaecommerce.com/ > Linkedin: https://www.linkedin.com/in/jccortizo/ Recomendaciones: > “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life”: https://amzn.to/2stvXZQ ••••••••••••••• INFO GENERAL ••••••••••••••• Si te gusta el Podcast de Innokabi por favor no olvides darle al ME GUSTA, dejarme un comentario en tu plataforma de podcasts favorita, y registrarte en: • PODCAST INNOKABI --> [https://innokabi.com/podcast/] • BLOG INNOKABI --> [https://www.innokabi.com/blog/] Para que pueda enviarte más contenidos, recursos y formación sobre emprendimiento, lean startup y marketing online.

• CURSO LEAN STARTUP - INSCRIPCION ABIERTA --> [https://cursoleanstartup.innokabi.com/] • WEBINAR GRABADO - INSCRIPCION --> [https://innokabi.com/clase/] • Suscripción Newsletter --> https://innokabi.com/blog/ ••••••••••••••• INFO GENERAL ••••••••••••••• > DESCRIPCIÓN: Me alegro que hayas decidido acompañarnos una semana más en el podcast de Innokabi. Soy Alfonso Prim y quiero ayudarte a lanzar tu marca, producto o servicio con éxito empleando lean startup y las herramientas de marketing online más interesantes y experiencias de otros emprendedores que ya lo han conseguido. ••••••••••••••• CONTENIDO ••••••••••••••• > DESCRIPCIÓN: Hoy hablamos con José Carlos Cortizo "Corti", emprendedor, investigador y podcaster con una mente inquieta de la que aprender muchas cosas. Con él, podríamos hablar de muchas cosas, de marketing online, de comercio electrónico, de emprendimiento, de cómo lanzar empresas pero vamos repasar su experiencia en Brainsins desde sus inicios hasta su cierre. Porque el recorrido de una empresa desde que nace hasta que se cierra es una experiencia que habitualmente no se suele contar y si piensas emprender su experiencia te ayudará, seguro. Vamos a repasar cómo pasar de ser un profesor investigador en la Universidad Europea de Madrid a montar una empresa de éxito, cerrarla y volver a empezar. Un recorrido apasionante con muchos puntos de los que habitualmente no se habla. > PREGUNTAS: 1. Breve intro, trayectoria profesional y cómo has llegado hasta aquí 2. Emprender desde la Universidad. Problemas y ventajas de crear una empresa desde allí. 3. Primer proyecto que lanzasteis (Wipley) y su evolución 4. Nacimiento de Brainsins, por qué nace, cuál era la necesidad inicial, cómo se convierte en Brainsins y cómo ha evolucionado. 5. Cómo se desarrolló el prototipo de este sistema y Producto mínimo viable 6. Qué fases han sido críticas en este proyecto. 7. Financiación. ¿Habéis levantado capital? 8. Crecimiento y escalado. En qué países estáis y qué estrategias de marketing lleváis a cabo para crecer y dar a conocer el producto. 9. Momento de cerrar un ciclo con Brainsis, cuándo os dais cuenta de que no va bien y posibles causas. 10. Cómo se toma la decisión de vender la compañía. Fases, pasos, contar cómo es el proceso. 11. Aciertos y errores de este proyecto. Aprendizajes ••••••••••••••• REFERENCIAS Y ENLACES ••••••••••••••• Dónde encontramos a "Corti": > https://en.digital/ > https://producthackers.com/es/ > https://www.fotografiaecommerce.com/ > Linkedin: https://www.linkedin.com/in/jccortizo/ Recomendaciones: > “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life”: https://amzn.to/2stvXZQ ••••••••••••••• INFO GENERAL ••••••••••••••• Si te gusta el Podcast de Innokabi por favor no olvides darle al ME GUSTA, dejarme un comentario en tu plataforma de podcasts favorita, y registrarte en: • PODCAST INNOKABI --> [https://innokabi.com/podcast/] • BLOG INNOKABI --> [https://www.innokabi.com/blog/] Para que pueda enviarte más contenidos, recursos y formación sobre emprendimiento, lean startup y marketing online.

In his excellent book, "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business and Life", Rory Sutherland takes readers on an escapade into the mind of a consumer...in other words - all of us. And in the process explains why "psycho-logic" works better than "logic". Our GDPR privacy policy was updated on August 8, 2022. Visit acast.com/privacy for more information.

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland Click here for show notes! https://www.salesartillery.com/marketing-book-podcast/alchemy-rory-sutherland  HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas. "A breakthrough book. Wonderfully applicable to about everything in life." —Nassim Nicholas Taleb, author of The Black Swan “Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book.”  —Robert B. Cialdini, author of Influence Why is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy. Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others. Heralded as “one of the leading minds in the world of branding” by NPR and "the don of modern advertising" by The Times, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places: What can honey bees teach us about creating a sustainable business? How could budget airlines show us how to market a healthcare system? Why is it better to be vaguely right than precisely wrong? What might soccer penalty kicks teach us about the dangers of risk-aversion? Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.

Rory Sutherland is a British advertising executive who became fascinated with behavioral science. Between his TED talks, books and articles, he has become one of the field’s greatest proponents. Rory is currently the Executive Creative Director of OgilvyOne, after gigs as vice-chairman of Ogilvy Group UK and co-founder of the Behavioural Sciences Practice, part of the Ogilvy & Mather group of companies. He is the author of The Spectator’s The Wiki Man column and his most recent book, which we highly recommend, is Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. We started our discussion with Rory by asking him about his new book and some of his insights from it. His approach to advertising, marketing and product design is informed by his ability to look for the things that aren’t there. He once described a solution to improving customer satisfaction on the Chunnel Train between London and Paris by suggesting that a billion dollars would be better spent on supermodel hosts in the cars than on reducing ride time by 15 minutes. He’s a terrifically insightful thinker. Our conversation ran amok of all sorts of rabbit holes, as expected, including ergodicity, Sir Arthur Conan Doyle's “The Silver Blaze,” high-end audio and the dietary habits of the world-famous runner, Usain Bolt. In Kurt and Tim’s Grooving Session, we discuss some of our favorite takeaways from Rory’s conversation including, “The Opposite of a Good Idea is a Good Idea” and others. And finally, Kurt teed up the Bonus Track with a final reflection and recap of the key points we discussed. As always, we would be grateful if you would write us a quick review. It helps us get noticed by other folks who are interested in podcasts about behavioral science. It will only take 27 seconds. Thank you, and we appreciate your help.  © 2020 Behavioral Grooves   Links Rory Sutherland: https://ogilvy.co.uk/people/rorys “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life”: https://www.harpercollins.com/9780062388414/alchemy/ “Friction”: https://www.rogerdooley.com/books/friction/ Murray Gell-Mann, PhD: https://en.wikipedia.org/wiki/Murray_Gell-Mann Robin Williams “Scottish Golf”: https://www.youtube.com/watch?v=jx8TzR1-n4Q Don Draper: https://en.wikipedia.org/wiki/Don_Draper Ergodicity: https://en.wikipedia.org/wiki/Ergodicity John James Cowperthwaite: https://en.wikipedia.org/wiki/John_James_Cowperthwaite SatNav: https://www.macmillandictionary.com/us/dictionary/american/satnav Daniel Kahneman, PhD: https://en.wikipedia.org/wiki/Daniel_Kahneman What You See is All There Is: https://en.wikipedia.org/wiki/Thinking,_Fast_and_Slow Arthur Conan-Doyle: https://en.wikipedia.org/wiki/Arthur_Conan_Doyle Sherlock Holmes “Silver Blaze”: https://en.wikipedia.org/wiki/The_Adventure_of_Silver_Blaze Tim Houlihan’s Blog on “Silver Blaze”: https://tinyurl.com/ufumkj6 Ben Franklin T-Test: https://tinyurl.com/wocdsdk Volkswagen Fighter: https://tinyurl.com/qpyqh87 David Ogilvy: https://en.wikipedia.org/wiki/David_Ogilvy_(businessman) Jock Elliot: https://www.theguardian.com/news/2005/dec/01/guardianobituaries.media Battle of Leyte Gulf: https://en.wikipedia.org/wiki/Battle_of_Leyte_Gulf Croft Audio: http://www.croftacoustics.co.uk/main.html Mu-So single speaker: https://www.naimaudio.com/mu-so WFMT Chicago: https://www.wfmt.com/ TK Maxx: https://www.tkmaxx.com/uk/en/ Berlin Hotel with Big Lebowski: https://www.michelbergerhotel.com/en/ Shure: https://www.shure.com/en-US/products/microphones?lpf[top][types][]=microphones Zoom: https://zoom.us/ Satisficing: https://en.wikipedia.org/wiki/Satisficing Usain Bolt: https://en.wikipedia.org/wiki/Usain_Bolt Sheena Iyengar, PhD: https://www.sheenaiyengar.com/ Jelly Jar Study: https://tinyurl.com/oo6g6eb Big Band Music: https://en.wikipedia.org/wiki/Big_band   Musical Links Aretha Franklin: https://en.wikipedia.org/wiki/Aretha_Franklin Southern California Community Choir: https://en.wikipedia.org/wiki/Southern_California_Community_Choir Abba: https://en.wikipedia.org/wiki/ABBA Felix Mendelssohn: https://en.wikipedia.org/wiki/Felix_Mendelssohn George Frideric Handel: https://en.wikipedia.org/wiki/George_Frideric_Handel Johann Sebastian Bach: https://en.wikipedia.org/wiki/Johann_Sebastian_Bach Johann Christian Bach: https://en.wikipedia.org/wiki/Johann_Christian_Bach  

It’s good fun and good business sense when our host Peggy Anne Salz catches up with Rory Sutherland, Vice Chairman, Ogilvy UK, and author of “Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life,” a path-breaking book that argues thinking rationally and logically is actually not the way to go. Using real-life examples from his work with some of the world’s biggest brands and influencers, Rory blends behavioral science and case studies to show why marketers who rely on logic may be missing the ideas and inspiration that produce truly effective campaigns. The advertising legend whose TED Talks have been viewed nearly 7 million times also chats candidly about why today’s marketing calls for alchemy and how we can master it to do branding magic.

Rory Sutherland is one of the most influential advertising professionals in the world today. Having worked as the Vice Chairman of Ogilvy since 1988, Rory has formed a behavioral science practice within the agency, where his team works to uncover the hidden business and social possibilities that emerge when you apply creative minds to the latest thinking in psychology and behavioral science. In this episode, Rory shares insight from his book, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, and breaks down why we do the things we do. Listen in as he explains how to increase the perceived value of an offer, what you must never do in customer service, and more. You can find show notes and more information by clicking here: https://bit.ly/2mijiFK 

Books, podcasts, and blogs are instrumental in educating and inspiring many business owners and freelancers. Today we're sharing some of our favorites!   Hosts Present Stephanie Hudson – Sweet Tea Media / FB / @EnjoySweetTea Cory Jenkins - Aspen Grove Studios / FB / @aspengrovellc Nathan B. Weller – Elegant Themes / FB / @elegantthemes Leslie Bernal - A Girl and Her Mac / FB / @agirlandhermac Podcasts Duct Tape Marketing WPwatercooler Marketing School WP The Podcast The WPMRR WordPress Podcast The Tim Ferriss Show How I Built This Entrepreneurs in Motion Entrepreneur on Fire Hello, WP! Honest Designers Matt Report WP Builds Design Domination Smart Passive Income Books The E Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It Profit First: Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine Never Split the Difference: Negotiating As If Your Life Depended On It Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Anything You Want: 40 Lessons for a New Kind of Entrepreneur Built to Sell: Creating a Business That Can Thrive Without You EntreLeadership 4 Disciplines of Execution: Achieving Your Wildly Important Goals Fierce Conversations: Achieving Success at Work and in Life One Conversation at a Time Good to Great: Why Some Companies Make the Leap and Others Don't Built to Last: Successful Habits of Visionary Companies It Doesn't Have to Be Crazy at Work Brand Warfare: 10 Rules for Building the Killer Brand Rework Unf*ck Yourself: Get Out of Your Head and into Your Life Tribal Leadership: Leveraging Natural Groups to Build a Thriving Organization Leading with Dignity: How to Create a Culture That Brings Out the Best in People Dignity: Its Essential Role in Resolving Conflict Feeling Good: The New Mood Therapy The Sales  Bible: The Ultimate Sales Resource Blogs WPMU Dev Blog (and their “The Whip” aggregate newsletter) WP Tavern Cory Miller WP Buffs Other The Great Courses on Audible TED Talks WordPress.tv   https://www.youtube.com/watch?v=dvatgCEKkjc

In chapters 71-86, no amount of action could keep us from feeling sedated by the seemingly endless chapters on phrenology... Although maybe all of Moby-Dick would improve if read like a jazz poem? Chapter 79: The Prairie - read like an experimental jazz poem by the Mob-Dick Big Read project Before Dave Malloy's new musical Moby-Dick makes its world premiere at the American Repertory Theater at Harvard University in December, the American Museum of Natural History will present staged excerpts from the production. "Ahab’s Rolling Sea: A Natural History of Moby-Dick" by Richard J. King - publication date October 2019 Palate cleansers - Jennie - "Cinnamon and Gunpowder: a Novel" by Eli Brown Pete - "Midsommar" (Still in theaters) and "Hereditary" Megan - Moonrise - The Washington Post’s podcast on the history of the space race, and "Packing for Mars: the Curious Science of Life in the Void" by Mary Roach Alex - "Breach" by W.L. Goodwater and the BMA exhibit "Hitching Their Dreams to Untamed Stars: Joyce J. Scott & Elizabeth Talford Scott"  Sparknotes on Instagram and Twitter

Blair and David explore the differences they see between consultants and agencies in an effort to understand how the landscape is changing and what creative firms can do to beat consultants at their own game.   Links The Business of Expertise: How Entrepreneurial Experts Convert Insight to Impact + Wealth by David C. Baker Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland

This week! We’re going through our open tabs and will be discussing nonsensical ideas, and how to get your emails returned. Remember! We are now an ENHANCED podcast. That's right - If you listen to our podcast in Overcast or Pocket Casts, or Castro, you can get super special images, links, and chapter breaks in your player while you listen. Featured links from our discussion - Want to get these in your inbox every Friday? Sign up for our text-only tinyletter at tinyletter.com/jackywinter Intro Lara’s Instagram https://www.instagram.com/lara_highres.tiff/?hl=en Jeremy How to Get Every Email Returned https://www.nytimes.com/2019/05/25/opinion/sunday/writing-advice.html Writing to Persuade: How to Bring People Over to Your Side https://www.amazon.com/Writing-Persuade-Bring-People-Over-ebook/dp/B07JR2DN9S Lara The Best Ideas Are The Ones That Make The Least Sense https://www.entrepreneur.com/article/331260 Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life https://www.harpercollins.com/9780062388414/alchemy/ Use It Or Lose It https://useit.orlose.it/ Best Winter Soups https://www.google.com/search?q=best+winter+soups&rlz=1C5CHFA_enAU722AU722&oq=best+winter+soups&aqs=chrome..69i57j0l5.1820j0j7&sourceid=chrome&ie=UTF-8 Books to read if you liked The Goldfinch https://www.google.com/search?q=books+to+read+if+you+liked+the+goldfinch&rlz=1C5CHFA_enAU722AU722&oq=books+to+read+if+you+liked+the+goldfinch&aqs=chrome..69i57.4523j0j7&sourceid=chrome&ie=UTF-8 Stanford engineers make editing video as easy as editing text https://news.stanford.edu/2019/06/05/edit-video-editing-text/ SIGGRAPH conference https://s2019.siggraph.org/conference/ My Wanderlusty Life - Making Sense of Mexico’s ADO Bus System https://www.mywanderlustylife.com/ado-bus-system-mexico/ Sixthformpoet’s Twitter thread https://twitter.com/sixthformpoet/status/1137658720698228736 Thumbs Up / Thumbs Down / Shaka The New York Times Puzzle Mania https://twitter.com/nyt_crossword/status/941313573720076288?lang=en If you like the show or these links or think we sound like nice people, please go and leave us a rating or review on iTunes. It helps other people find the show and boosts our downloads which in turn lets us know that what we're doing is worth doing more of! To subscribe, view show notes or previous episodes head on over to our podcast page at http://jackywinter.givesyouthe.biz/ Special thanks to Jacky Winter (the band, with much better shirts than us) for the music. Listen to them over at Soundcloud. Everything else Jacky Winter (us) can be found at http://www.jackywinter.com/

Hour 1 Happy Hump Day with 'Glenn Beck Super Fan' Fred Mckostraff ...Beto continues to blow it while Biden says AOC needs to 'calm down' ...Don't know much about 'Adam Smith' with Charlie Munger ...Rashida Tlaib blames 'racist idiots' for her hatred of Jews ...Exercising our American muscle Hour 2 Texas bartender, charged for serving killer before deadly shooting spree. Her attorney joins Glenn to discuss his personal outrage ...Teenage girl defends her controversial videos ...The Dark Art and Curious Science of Creating Magic in Brands with author Rory Sutherland. Brilliant capitalism is the The art of knowing what people want  Hour 3 Jordan Peterson mentor and marketing professor, Dr. Gad Saad joins the show. Quality of Physicians is on a decline worldwide. The silent majority in academics does exist, but they need start speaking out. The importance of elevating conversations that actually have meaning Learn more about your ad choices. Visit megaphone.fm/adchoices

Best of the Program | 5/15 - Happy Hump Day with 'Glenn Beck Super' Fan Fred Mckostraff - h1 - Racist Idiots are to blame? - h1 - 'She's a hero'? -h2 - Dark Art & Curious Science (w/ Rory Sutherland) - h2 - God Bless Dr. Gad Saad? -h3 Learn more about your ad choices. Visit megaphone.fm/adchoices

A love letter to knowledge for its own sake.

The mind is a powerful tool and author Erik Vance is a firm believer in its ability to deceive, transform, and heal. In this episode, Francesca and Erik discuss how our expectations and our reality have a direct correlation. From the types of guys you date, to the pills you take, what you believe is what will be!

Science writer Mary Roach talks about her new book GRUNT: THE CURIOUS SCIENCE OF HUMANS AT WAR which explores the often ignored aspects of modern warfare that relate not to the killing, but to keeping soldiers alive.  She talks about various oddball military research projects with names like “The Chicken Gun” and “Stench Soup, why diareah is enemy #1 for US Special Forces, and how she experienced first hand the insomnia of working on a nuclear submarine.  Plus why combat fashion matters, how medics train for real combat scenarios, and why maggots might be a wounded soldier’s best friend. Order GRUNT: THE CURIOUS SCIENCE OF HUMANS AT WAR on Amazon or download the audiobook for free with a special promotion just for our listeners at www.audibletrial.com/kickassnews.  Keep up with her at www.MaryRoach.com, and follow her on Twitter at @Mary_Roach. Subscribe to Kickass News on iTunes and take a minute to take our listener survey at www.podsurvey.com/KICK. Support the show by donating at www.gofundme.com/kickassnews. Visit www.kickassnews.com for more fun stuff.

We talk to science writer Erik Vance about his new book Suggestible You: The Curious Science of Your Brain's Ability to Deceive, Transform, and Heal.

My guest today on the podcast did a firsthand investigation of the fascinating history of military research and shared her findings in a highly readable and entertaining book. Her name is Mary Roach and she’s the author of "Grunt: The Curious Science of Humans at War." Today on the show, Mary gives us a look inside the military fashion departments that create uniforms that keep soldiers cool, comfortable, and protected from chemical weapons, all while still looking good, unpacks why diarrhea has always been one of the biggest threats in war, and discusses why conquering the need to sleep has been a goal of militaries around the world for ages.

San Francisco officials ask a wary public to trust them as they search for their next police chief. Author Mary Roach on her new book, "Grunt: The Curious Science of Humans at War."

Mary Roach is the New York Times best-selling author of STIFF: The Curious Lives of Human Cadavers, SPOOK: Science Tackles the Afterlife, BONK: The Curious Coupling of Science and Sex, PACKING FOR MARS: The Curious Science of Life in the Void and GULP: Adventures in the Alimentary Canal. Her new book is GRUNT: The Curious Science of Humans at War. Mary Roach was in the Northwest to speak at Town Hall Seattle, presented by University Book Store.

"I like to take people from 'Ewww' to 'Fascinating!'" - Mary Roach Mary Roach has been a hero of mine for a long time. I was first introduced to her work when I was given Packing for Mars for christmas, back when I was looking for microbes from outer space. While I was in grad school, I was interested in the human gut microbiome, and coincidentally that's when Gulp came out - all about the Alimentary canal from your mouth to your butt. Including the latest work on fecal transplants. Besides her many bestselling books, Mary has written pieces in such publications as Vogue, GQ, The New York Times Magazine, Discover Magazine, National Geographic, Outside Magazine, and Wired. I was thinking if there might be a formula for Mary's books, which always end up bestsellers and award winners, and I realized that they mostly cover gross things that have to do with the human body. The other hallmark of her work is her quirky sense of humor. She mentions with great joy meeting a saliva scientist names Spitz. In this interview we talk about several topics from her new book Grunt: The Curious Science of Humans at War, which pairs really well season two of Serial. It is with great joy in the second half of the episode that I get to join Mary in brainstorming what her next book might be about! I think you will find this episode full of amazing things about keeping soldiers alive that will fascinate and disgust you, and you will be drawn to Mary's sense of curiosity and humor. What you will learn in this episode: -All about Mary's writing process -The latest in penis transplants -Why the Army has fashion designers -How Maggots are used to clean wounds -Why diarrhea is such a problem -The problem with military hearing protection -Military slang -How bomb proof vehicles work Quotes: "I like to take people from Eww to Fascinating" - Mary Roach "I've lost all sense of embarrassment when asking for explanations" - Mary Roach "Curiosity pushes away queasiness" - Mary Roach "Wedding gowns are similar to bomb suits" - Mary Roach "Adventure is stepping through a door - beyond which you don't know what is out there" - Mary Roach "Maggots are an FDA approved medical device" - Mary Roach "Scientists are interesting people in general" - Mary Roach "OMG there are 20 severed heads in this room" - Mary Roach Continue the Adventure (Resources from this episode): Mary Roach Thanks Mary Roach! If you enjoyed this session of The Art of Adventure Podcast, let Mary know by clicking on the link below and sending her a quick shout out on Twitter: Click here to thank Mary on Twitter Support the Art of Adventure! This podcast is supported by listeners like you! Become a patron of the Art of Adventure on Patreon You might also like these episodes: AOA 117 | David Quammen | National Parks, Viruses, And Science Expeditions AOA 108 | Robin Farmanfarmaian | How Health Care Technology Empowers Consumers AOA 071 | Chris McDougall | Natural Born Heroes – Maximizing Human Performance AOA 105 | Derek Muller, PhD | Veritasium: The Evolution of Science Education You will also like: The Best Art Of Adventure Podcast Episodes AOA 050 | 50 Shades Of Adventure: The Best Ideas From The First 50 Episodes

We welcome best-selling science writer Mary Roach back on the show to talk about her latest book Grunt: The Curious Science of Humans at War.

Author, Mary Roach, talks about her new book "Packing For Mars, the Curious Science of Life in the Void"

Author, Mary Roach, talks about her new book "Packing For Mars, the Curious Science of Life in the Void"