Richard Shotton

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1,228 appearances 5 recordings 4 series first heard Jan 2026 last heard 27 Jun

Richard Shotton’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.

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Modern Wisdom · 11 Psychology Tricks From the World’s Best Brands - Richard Shotton - #1053 · 31 Jan 2026 podcast

The Rolls Royce example would be don't sell them at car shows.

Sell them at yacht shows or air shows because a Rolls Royce is cheap compared to a private jet, not cheap compared to an Audi or Mercedes.

But think about Red Bull.

When they launched, the standard soft drink was about half the price.

And the standard soft drink, and I'll use the UK numbers, what Coke and Pepsi did was they sold in these squat fat 330 mil cylinders.

If Red Bull had launched in exactly that same can, it would have been compared to those prices.

And people might have paid a 5% or a 10% premium because they knew it was highly caffeinated, had this extra functionality, but they wouldn't have paid twice as much.

But paradoxically, you change the shape of the can.

You make it smaller to 250 mils.

You make it tall and thin.

And essentially, you've broken this unhelpful comparison with cheap soft drinks.

And if you look around, quite a few businesses have done that.

It's a very powerful way of changing willingness to pay.

So Seedlip, are you familiar with that?

Is that a gin?

It's basically a fake gin.

So it's a non-alcoholic gin.

And what they did though, brilliantly, they sold maybe two or three years ago, I think tens of millions to Diageo.

This is...

Phrased on the bottle, I think it's a distilled non-alcoholic spirit.

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