Rory Sutherland

And keeps them alert to effectively exploring new forms of value exchange which are ever-changing with technology, taste, fashion, etc., And those companies, interestingly, seem to have a much greater level of survival than companies that effectively develop some proxy measure of success other than the marketplace and seek to pursue that. Now, pursuing success in the marketplace is more difficult.

And keeps them alert to effectively exploring new forms of value exchange which are ever-changing with technology, taste, fashion, etc., And those companies, interestingly, seem to have a much greater level of survival than companies that effectively develop some proxy measure of success other than the marketplace and seek to pursue that. Now, pursuing success in the marketplace is more difficult.

It's more painful. It involves you to deal in things that are highly probabilistic rather than deterministic. It's messy. But ultimately, in terms of resilience, it seems to keep companies on their game. in a way that businesses that are basically focused on what you might call internal benchmarking metrics can find themselves actually massively detached. Could you give an example? Well, okay.

It's more painful. It involves you to deal in things that are highly probabilistic rather than deterministic. It's messy. But ultimately, in terms of resilience, it seems to keep companies on their game. in a way that businesses that are basically focused on what you might call internal benchmarking metrics can find themselves actually massively detached. Could you give an example? Well, okay.

It's more painful. It involves you to deal in things that are highly probabilistic rather than deterministic. It's messy. But ultimately, in terms of resilience, it seems to keep companies on their game. in a way that businesses that are basically focused on what you might call internal benchmarking metrics can find themselves actually massively detached. Could you give an example? Well, okay.

If you pursue, yeah, I mean, if you pursue efficiency at the delivery of something, okay, you can end up very efficiently making something that people no longer want or where you're completely depositioned because effectively what you're making. So in some cases, for example, the rules of the game change.

If you pursue, yeah, I mean, if you pursue efficiency at the delivery of something, okay, you can end up very efficiently making something that people no longer want or where you're completely depositioned because effectively what you're making. So in some cases, for example, the rules of the game change.

If you pursue, yeah, I mean, if you pursue efficiency at the delivery of something, okay, you can end up very efficiently making something that people no longer want or where you're completely depositioned because effectively what you're making. So in some cases, for example, the rules of the game change.

Okay, so there will be a period where, for example, well, I'll give you a perfect example of this, okay? Which is an example I love to give. Which is, when I was a kid, okay, there were a few rich kids at school who'd been to Schiphol Airport. And they'd come back and go, it's incredible. Like, there's shops and everything you can buy.

Okay, so there will be a period where, for example, well, I'll give you a perfect example of this, okay? Which is an example I love to give. Which is, when I was a kid, okay, there were a few rich kids at school who'd been to Schiphol Airport. And they'd come back and go, it's incredible. Like, there's shops and everything you can buy.

Okay, so there will be a period where, for example, well, I'll give you a perfect example of this, okay? Which is an example I love to give. Which is, when I was a kid, okay, there were a few rich kids at school who'd been to Schiphol Airport. And they'd come back and go, it's incredible. Like, there's shops and everything you can buy.

I bought a Walkman for, like, so many guilders before the Euro. Okay. Oh, it's amazing. And we went there and we did this. And then... Then it was Changi Airport in Singapore. Oh, it's amazing. I bought this. They've got this. They've got a fountain. They've got that and the other, you see. And then eventually it moved to Dubai. The crown moved to Dubai. You've kind of blinged up airports, okay?

I bought a Walkman for, like, so many guilders before the Euro. Okay. Oh, it's amazing. And we went there and we did this. And then... Then it was Changi Airport in Singapore. Oh, it's amazing. I bought this. They've got this. They've got a fountain. They've got that and the other, you see. And then eventually it moved to Dubai. The crown moved to Dubai. You've kind of blinged up airports, okay?

I bought a Walkman for, like, so many guilders before the Euro. Okay. Oh, it's amazing. And we went there and we did this. And then... Then it was Changi Airport in Singapore. Oh, it's amazing. I bought this. They've got this. They've got a fountain. They've got that and the other, you see. And then eventually it moved to Dubai. The crown moved to Dubai. You've kind of blinged up airports, okay?

And that all goes on. And then one day, people come back and they go, if you go to London City Airport, it's brilliant. There are hardly any shops. You get on the plane in about five minutes. And you suddenly realize that everybody has been optimizing for turning an airport into a bloody shopping center. And then London City Airport comes along, completely the opposite. Yep. Okay.

And that all goes on. And then one day, people come back and they go, if you go to London City Airport, it's brilliant. There are hardly any shops. You get on the plane in about five minutes. And you suddenly realize that everybody has been optimizing for turning an airport into a bloody shopping center. And then London City Airport comes along, completely the opposite. Yep. Okay.

And that all goes on. And then one day, people come back and they go, if you go to London City Airport, it's brilliant. There are hardly any shops. You get on the plane in about five minutes. And you suddenly realize that everybody has been optimizing for turning an airport into a bloody shopping center. And then London City Airport comes along, completely the opposite. Yep. Okay.

and just changes the rules of the game. So, I mean, the hotel industry is interesting. I mean, okay, I think I'm allowed a plug for this. I'm a weird fan. Have you stayed in a moxie hotel ever? Yeah, yeah, yeah. A few times. What's your take? Because I think it's quite clear. I think it's a kind of mental hack, which is actually quite smart, which is everything is really basic. It's good.

and just changes the rules of the game. So, I mean, the hotel industry is interesting. I mean, okay, I think I'm allowed a plug for this. I'm a weird fan. Have you stayed in a moxie hotel ever? Yeah, yeah, yeah. A few times. What's your take? Because I think it's quite clear. I think it's a kind of mental hack, which is actually quite smart, which is everything is really basic. It's good.

and just changes the rules of the game. So, I mean, the hotel industry is interesting. I mean, okay, I think I'm allowed a plug for this. I'm a weird fan. Have you stayed in a moxie hotel ever? Yeah, yeah, yeah. A few times. What's your take? Because I think it's quite clear. I think it's a kind of mental hack, which is actually quite smart, which is everything is really basic. It's good.