Rory Sutherland

However, all I can rely on here for evidence is a recurrent pattern of events – it is surprisingly common for significant innovations to emerge from the removal of features rather than the addition.

This is why marketing doesn’t get any credit in business – when it generates magic, it is more socially acceptable to attribute the resulting success to logistics or cost-control.

As Rory Sutherland, the vice-chair of Ogilvy UK and the cofounder of its Behavioural Science Practice, puts it: “It is much easier to be fired for being illogical than it is for being unimaginative.

what they have never asked, is whether people like efficiency as much as economic theory believes they do.

‘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.’*