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

Other people, the site is slowed down and on the results page, rather than the results popping up immediately, there's a little bar that appears that goes round and round saying, searching Alitalia, searching United, searching British Airways.

And that group have to wait a couple of extra seconds.

And that group rate their results, as I don't know, it's something like 10 or 15% more comprehensive than the first result, first group.

There's essentially a rule of thumb in our head, often called the kind of labor illusion.

The more effort we think someone else has gone to create a product, the higher quality we think that product will be, even when people are getting exactly the same results

beer or exactly the same vacuum cleaner.

If people know about the stories of effort behind it, it changes their perceptions.

Yeah, it's, I mean, it's in the book, the brand that I think really,

leans into this illusion of effort is Dyson.

So across all their communications, PR, advertising, the website, even the very first line of James Dyson's autobiography, they keep on referencing this number.

James Dyson says, I went four years, I went through 5,127 prototypes before I created the bagless vacuum.

Now, logically, or at least from a very narrow-minded logical perspective, how many prototypes he went through is irrelevant.

What people should care about is the beautiful design or the quality of how well it sucks up dirt.

But what behavioral scientists have shown is again and again, if you show people the same product, sometimes you tell people otherwise.

The amount of prototypes and the amount of effort that went into it, sometimes you don't.

You get these wildly different scores, wildly different perceptions of premiumness.

So absolutely, emphasizing effort creates a perception of quality.

Yeah, absolutely.

So there is a Dutch psychologist called Kobi Millet, VU Amsterdam.

And he was interested in that.

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