Richard Shotton

speaker

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

I mean, what the experiments are very clear on is if you look at these metrics for how much you're prepared to pay or how good quality you think the item is, if people see exactly the same products, you change this labeling and you get a different score.

Um, and it does extend beyond music.

So you've got Millet's work with, you know, art.

Uh, I did something with Michael Aaron Flickr just showing people a fake new brand.

We didn't say it was a fake new brand, but we showed them these pictures of a brand called Black Sheep Vodka.

And sometimes we said, look, the designer went through 143 iterations.

Other times we just showed them the picture of the bottle.

The people that saw that story of effort, they thought the bottle design was more beautiful, significantly more beautiful than the people that didn't hear that story of effort.

So it certainly seems to extend beyond what we might think of as art into commercial design, all the way through to estate agent services have been shown to have a similar effect.

I went to the Guinness storehouse, the giant brewery tour you can do in Dublin.

I went with my son.

I think it was last summer or maybe summer before.

That's when I was introduced to this.

He was trying to show me how to do it.

I mean, it's adding a bit of...

fun to the experience i think guinness themselves um try not to promote it because it's probably a little bit dubious in terms of kind of safe drinking but i think it's an organic thing that gets the brand talked about adds a bit of excitement and uncertainty and i'm fascinated by these things that are bottom up almost anti-marketing campaigns i think that it it's a

Yeah.

So two things there.

The first, I wonder if there's an element of, you know, that supposed, I think it's Arnold Palmer, the golfer's phrase, you know, the harder I practice, the luckier I get.

I wonder if there's something akin to that in the world of brands.

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