Rory Sutherland

Because if you buy a guitar and then spend a lot of time playing the guitar... It's both. It's both. So it's very dangerous to say, oh, no, no, it's just goods are solid things, experiences are intangible, because there's a combination of both.

Because if you buy a guitar and then spend a lot of time playing the guitar... It's both. It's both. So it's very dangerous to say, oh, no, no, it's just goods are solid things, experiences are intangible, because there's a combination of both.

Because if you buy a guitar and then spend a lot of time playing the guitar... It's both. It's both. So it's very dangerous to say, oh, no, no, it's just goods are solid things, experiences are intangible, because there's a combination of both.

Always a pleasure. It's a delight. I just feel, to be honest, I just feel I'm a crap version of Eric Weinstein. Don't get me wrong. Eric, every time I watch him, I feel inadequate. I just feel like this rubbish version of Eric.

Always a pleasure. It's a delight. I just feel, to be honest, I just feel I'm a crap version of Eric Weinstein. Don't get me wrong. Eric, every time I watch him, I feel inadequate. I just feel like this rubbish version of Eric.

Always a pleasure. It's a delight. I just feel, to be honest, I just feel I'm a crap version of Eric Weinstein. Don't get me wrong. Eric, every time I watch him, I feel inadequate. I just feel like this rubbish version of Eric.

He wears these incredibly plutocratic white shirts. I'm just intrigued.

He wears these incredibly plutocratic white shirts. I'm just intrigued.

He wears these incredibly plutocratic white shirts. I'm just intrigued.

By the way, his theory, which is ingenious, that Jeffrey Epstein was basically an intelligence ploy that couldn't survive into the Internet age. That was one of those eye-opening moments where you go, surely not. Because if you think about it, OK, for a government, for a state actor, operating a billionaire looks expensive, right? But compared to an aircraft carrier, it's a rounding out.

By the way, his theory, which is ingenious, that Jeffrey Epstein was basically an intelligence ploy that couldn't survive into the Internet age. That was one of those eye-opening moments where you go, surely not. Because if you think about it, OK, for a government, for a state actor, operating a billionaire looks expensive, right? But compared to an aircraft carrier, it's a rounding out.

By the way, his theory, which is ingenious, that Jeffrey Epstein was basically an intelligence ploy that couldn't survive into the Internet age. That was one of those eye-opening moments where you go, surely not. Because if you think about it, OK, for a government, for a state actor, operating a billionaire looks expensive, right? But compared to an aircraft carrier, it's a rounding out.

Yeah, so my first job in business school, I started a company called Profit Brand Strategy. That's now about 500 people. Now it's just called Profit. And the basic notion was, it was based on the principles of my professor my second year, David Ocker, who's considered the father of modern branding.

Yeah, so my first job in business school, I started a company called Profit Brand Strategy. That's now about 500 people. Now it's just called Profit. And the basic notion was, it was based on the principles of my professor my second year, David Ocker, who's considered the father of modern branding.

And it was that the intangible associations with a brand or a set of products or services are the only sustainable advantage. That if you can wrap... a set of products and services with these brand codes of masculinity, European elegance, youth, and then pound away at those associations using this incredibly cheap efficient medium called broadcast advertising.

And it was that the intangible associations with a brand or a set of products or services are the only sustainable advantage. That if you can wrap... a set of products and services with these brand codes of masculinity, European elegance, youth, and then pound away at those associations using this incredibly cheap efficient medium called broadcast advertising.

You can take a marginal shoe, salty snack, marginal car, and get amazing margins on it. So that's been, from the end of World War II to the introduction of Google in the 90s, the algorithm for creating massive shareholder wealth was find a mediocre product, wrap it in amazing brand codes and make people feel more patriotic or younger, stuff the channel with it and print money.

You can take a marginal shoe, salty snack, marginal car, and get amazing margins on it. So that's been, from the end of World War II to the introduction of Google in the 90s, the algorithm for creating massive shareholder wealth was find a mediocre product, wrap it in amazing brand codes and make people feel more patriotic or younger, stuff the channel with it and print money.

The P&G's, the PepsiCo's of the world, the Coca-Cola's, these were the economic titans of yesteryear. The sun has passed midday on that. Because our weapons of diligence, whether it's Google or TripAdvisor or Amazon reviews, now gets us to the best product without the benefit of this weapon of diligence called brand.

The P&G's, the PepsiCo's of the world, the Coca-Cola's, these were the economic titans of yesteryear. The sun has passed midday on that. Because our weapons of diligence, whether it's Google or TripAdvisor or Amazon reviews, now gets us to the best product without the benefit of this weapon of diligence called brand.