Rory Sutherland

There's a really interesting organization.

I can't remember what they're called online.

They call this a brand quake.

A brand quake is where you do something.

It could be resolving a problem really well.

That would be a very good opportunity for a brand quake.

The person has a problem.

You put quite a lot of effort and intelligence into solving it very effectively for them.

and then you ring them back to check that the problem has indeed been solved.

Now, that would be an example of something.

I'll give you the perfect story of this.

My father, who is, you know, half Scottish and without stereotyping anybody, you know, was great.

quite parsimonious with what he bought, generally.

I mean, I'm not saying it's genetic, by the way.

Just culturally, he was descended from long lines of Highland Scots who didn't get where they were today by, you know, splashing out.

And he had, I think, three, when he died, he had three or four Dyson devices, which he'd bought from you in his home.

He had one on each floor to save him carrying them upstairs.

Now, these are, by any objective measure, pretty expensive vacuum cleaners.

One of the reasons he was so fanatically loyal was that Dyson, now, interestingly, I'm going to make a point here, which is a privately owned company.

And do not underestimate the importance of this.