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What most people miss about marketing | Rory Sutherland (Vice Chairman of Ogilvy UK, author)
- Rory Sutherland, vice-chairman of Ogilvy UK, founder of Nudgestock and author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life, provides his insights on the crucial role of marketing in facilitating product adoption.
- Sutherland believes that even when products succeed, we tend to overlook the role that marketing plays in facilitating its adoption.
- According to him, less functionality rather than more can sometimes get the job done and that distinction is critical in product design.
- Fame is crucial in creating successful brands and makes all the difference between chasing people to take calls vs. people always agreeing to chat.
- When innovating, chase being “the most advanced, yet acceptable” rather than entirely reinventing the wheel.
- Maintaining some idiosyncrasies or “the right amount of weird” can create distinctiveness and interest as per the MAYA principle.
- Unpredictability can be a strategic advantage, and at times behaving irrationally can work to your benefit,
- Sutherland championed the value of thinking psycho-logically rather than adhering to stringent logic to create unique ideas.
- Marketing often plays a significant yet overlooked role in product adoption. Sutherland called Steve Jobs a pitchman, not a technologist, who led the charge in marketing for the adoption of innovative products.
- Lastly, balancing logic and irrationality in one’s ideas can yield paradoxical results when approached artfully.
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