Fixing Restaurants, Churchill & Nazi Propaganda, Nassim Taleb, & Wingstop - Rory Sutherland

Rory Sutherlandtook a TOTALLY new angle to this conversationRory like you’ve never heard him before.ON THE MENU:Bottle Neck Theory: how brands can use Bottle Neck Theory to grow their brand, Bottle necks will moveThe 7th Law of Persuasion: “Confession works well in the church and well in the advertising room”Bryon Sharp: Mental Availability vs. Physical Availability: most brands struggle with one or the otherNassim Taleb, KFC Salads,Marketeers Need to think like M16 Detectives: We need more models, Cop DNA model you need different modelsNassim Taleb Predicatablity vs. Randomness in Brand Building: Exposure to natural variation in stimulus is healthy for humansWill Guidara Pursue Contradictory Goals “Excellence & Hospitality” + “Surprise & Consistency”How Couples Sexting in 1980’sChurchill’s Marketing Secrets to win world war twoSmart answers lie in dumb questionsM16 and Bletchley Park Hiring tactics for Challenger Brands: Hire someone who’s mentally unusual, then find a role for themJOB Descriptions are DUMB. Hire someone who’s mentally unusual, then find a role for themA lot of people do nothing, some people do a lotJust because it makes sense, doesn’t make it trueWe underestimate the power of randomness in Everyday lifeRick Rubin: You’re measured on your outputs “Distraction is not procrastination”What are we trying to do here really?Exposure to natural variation in stimulus is healthy for humansHow this plays into branding, I.e. predictability vs randomnes.18.Engineering solutions are deterministic, Change behaviour it’s cheaper, probabilistic19. The Disney Question: just because it makes sense, doesn’t mean it’s true.20. The Dunbar Number No One Can Make Meaningful Relationships Past 150 People Humans Can Only Have About 150 Friends Max