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.
Trend
recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Jun 2026 with 3.
Appearances
If you're trying to sell crisps, get it at that immediate point of purchase.
Yeah, there's probably two elements to Starbucks.
I think the crucial thing is its limited supply.
There's a British writer called G.K.
Chesney who famously said, the way to make anyone love anything is to make them realise it can be lost.
Now, I wouldn't underestimate the power of running the pumpkin spice latte just for a month or two.
I cannot believe that if they'd run it all year round, this thing would still be generating billions in revenue.
There's definitely experiments that back this up.
There's a lovely study from Stephen Wurtsch at the University of Virginia and gives people this glass jar of cookies.
And some people, he comes into the room with a glass jar and the cookies are spilling out of the top.
It's completely full.
There's 10 of them.
And they rate how much they're prepared to pay for the cookies.
He then gets a completely new group of people, goes in with the same batch of cookies, the same glass jar, but there's only two cookies in the bottom.
And when that group rate how much they were prepared to pay for the cookies, they come back with, I don't know, I think it's 20 or 30% higher rating.
It is a fundamental of human nature that we want what we can't have.
So I would say the core reason for pumpkin spice latte success is the fact that they limit supply.
And that is something that far more brands could replicate.
Most people, they have a successful product.
They are just trying to maximize the immediate sales.
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