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
And a lot of these behavioral science experiments that we discuss in the book, they're all about creating that immediate emotional reaction.
Yeah.
There's an amazing book by Derek Thompson called The Hitmakers and in it he has this wonderful phrase which if you want to sell something surprising make it familiar and if you want to sell something familiar make it surprising.
Now, to your point, when iPhone launched, it was a massive change.
It was a really novel technology to most people.
So what they tried to do was give it this aura of familiarity by using very real world everyday symbols.
So the delete function was an actual trash can.
The notes pages was a legal yellow lined pad.
It still kind of is.
Well, now, although it's much less realistic than it once was, it was 3D.
You're right.
It used to have the blue lines.
Which looked like handwriting.
That's right.
I forgot about that.
When you deleted a page, it looked like there was a tear at the top.
It looked like a bit of paper that had been pulled off.
So that was really useful when it was a shockingly new technology.
But what Johnny Ive and Steve Jobs did, as that iPhone got more familiar, they started making those icons that we still have on our phone now far less realistic.
They became much more abstract.
Showing 1081–1100 of 1,228 · page 55 of 62
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