No Ads Needed – By @bbrice01
By Becky Brice
No Ads Needed
Yesterday we had a masterclass. It went on for 3 hours. 3 hours. But it felt like 30 minutes. The masterclass was from Rory Sutherland. All makes sense now.
I knew it was going to be good. After watching a number of his talks online I knew we were in for an insightful, what was supposed to be, hour. I couldn’t write quick enough as he spewed out gold dust as if it were just passing comment.
He didn’t show a single ad. Instead he talked about problems, and the ways we can tackle them without approaching a mac. He spoke about normal, real problems. It was a breath of fresh air, albeit a little overwhelming. His encyclopedic knowledge that led from one anecdote to the next was incredible. If I were ever to build a pub quiz team he’d be first on my wishlist.
Here are some notes I did manage to make:
- ● Design so persuasion isn’t needed. In other words, make people behave in a way because acting otherwise would be stupid. For example, making door handles and flat plates that signal whether it’s pull or push.
- ● Create something worthwhile and market it with value.
- ● Find something (piece of tech maybe) and make it valuable to people. Opposed to always finding a
problem and trying to fix it.
- ● Context in which we compare things affects what we think of it. (!!!!!)
- ● The brain hates uncertainty. People are much happier to wait longer if they know how long they’ll be
waiting, opposed to waiting without a clue. For example, train and plane information boards.
- ● Ask WHY 5 times.
- ● People say they like wine more than they do . Culture is designed to drink wine. Wine glasses are already
laid out at restaurants. You’re given a wine list when you sit down. It’s the communal drink – ‘red or white?’
- ● Pizza is a good choice for a group because nobody dislikes it. Vs curry for example.
- ● Ask stupid questions. Why do people go to the doctor? Why do people hate standing on trains? Why do
you have to wash the Lincoln Memorial so frequently?
- ● Argos would have been more successful if they had been ‘Japanese zen’ branded.
- ● Insights about queues:
- ○ Disney is the master, giving minute by minute countdowns to the end.
- ○ Being able to see the end of the queue makes it less painful.
- ○ Take away the person behind you and it all becomes less stressful.
- ○ Much more enjoyable if it’s constantly moving, vs stop starting.
- ○ Quickest way to annoy people in a queue is to have a faster moving queue next to them.
- ● Flowers are weeds with an advertising budget.
There were more but these seem to be the most cohesive scribbles. Thank you thank you thank you.