Rory Sutherland

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

they didn't like the idea of Amazon Web Services. Now, Jeff has an interesting notion, which is what he calls a two-way door. If you talk to people, by the way, at Amazon, it's a very, very interesting... I'm not sure I could cope with it, to be absolutely honest. But it is a very, very interesting culture in terms of its approach to everything from meetings to decision-making.

they didn't like the idea of Amazon Web Services. Now, Jeff has an interesting notion, which is what he calls a two-way door. If you talk to people, by the way, at Amazon, it's a very, very interesting... I'm not sure I could cope with it, to be absolutely honest. But it is a very, very interesting culture in terms of its approach to everything from meetings to decision-making.

they didn't like the idea of Amazon Web Services. Now, Jeff has an interesting notion, which is what he calls a two-way door. If you talk to people, by the way, at Amazon, it's a very, very interesting... I'm not sure I could cope with it, to be absolutely honest. But it is a very, very interesting culture in terms of its approach to everything from meetings to decision-making.

What a two-way door is, is something where you can walk through the door, and if you don't like what you see, you can walk back. So a one-way door would be deciding to build a sort of 2 million square foot distribution center north of Memphis, okay? Once you've built that, it's difficult, not impossible, but it's difficult to reverse the decision. Right.

What a two-way door is, is something where you can walk through the door, and if you don't like what you see, you can walk back. So a one-way door would be deciding to build a sort of 2 million square foot distribution center north of Memphis, okay? Once you've built that, it's difficult, not impossible, but it's difficult to reverse the decision. Right.

What a two-way door is, is something where you can walk through the door, and if you don't like what you see, you can walk back. So a one-way door would be deciding to build a sort of 2 million square foot distribution center north of Memphis, okay? Once you've built that, it's difficult, not impossible, but it's difficult to reverse the decision. Right.

There, you actually depend on a large degree of decision-making rigor and rationality, you know, and you need a really rigorous case. But in other cases, Jeff would say, it's a two-way door. Try it. If it works, whoop-de-doo, that's great. If it doesn't work, we simply stop doing it.

There, you actually depend on a large degree of decision-making rigor and rationality, you know, and you need a really rigorous case. But in other cases, Jeff would say, it's a two-way door. Try it. If it works, whoop-de-doo, that's great. If it doesn't work, we simply stop doing it.

There, you actually depend on a large degree of decision-making rigor and rationality, you know, and you need a really rigorous case. But in other cases, Jeff would say, it's a two-way door. Try it. If it works, whoop-de-doo, that's great. If it doesn't work, we simply stop doing it.

And to be honest, the trial possibly costs less than we would have spent just arguing about it if we were adopting a kind of purist approach. And I think it is important because Why I think this is becoming vitally important is most business is probabilistic, but everybody in business wants to prove and pretend that it's deterministic.

And to be honest, the trial possibly costs less than we would have spent just arguing about it if we were adopting a kind of purist approach. And I think it is important because Why I think this is becoming vitally important is most business is probabilistic, but everybody in business wants to prove and pretend that it's deterministic.