The opposite of a good idea, can also be a good idea

This is Rory Sutherland’s excellent reformulation of a quote from the physicist Niels Bohr:

“There are trivial truths and there are great truths. The opposite of a trivial truth is plainly false. The opposite of a great truth is also true.”

This week I have been working on the subject of “Better For You” wine. We’ll have an interview/podcast in the next few weeks.

Monday’s post came up in the discussion. How Concha y Toro’s Belight brand appeals to people’s sense of pride (lower calorie and therefore helps you get slim) rather than the bigger health benefits of reducing alcohol consumption.

It then struck us both reduced calorie wine might not only appeal to people who want to lose weight sitting on the sofa. It could also appeal to their opposite. Athletes like ultra runners who want to reduce their calorie and alcohol consumption while training. But still enjoy a glass of wine.

Imagine the brand “No-lo wine”. Swapping a glass of regular wine for reduced alcohol wine every day for a year would save you about 11,000 calories. Roughly what you use in an ultra marathon.

This is the outcome of a half hour chat and five minutes on Canva. But shows the possibilities of reframing problems, and how in marketing, the opposite of a good idea, can also be another good idea.

Joe Fattorini • Three Things for the Weekend