Rory Sutherland

And sure enough, we find a fully functioning 24-hour store with, I think, you know, might have been a Starbucks or something as well or a Burger King. And we're the only customers. It's hardly surprising we're the only customers because for everybody else on the road, it looks like the place is closed. So I go up to the guy behind the tiller. I'm a marketing person.

And sure enough, we find a fully functioning 24-hour store with, I think, you know, might have been a Starbucks or something as well or a Burger King. And we're the only customers. It's hardly surprising we're the only customers because for everybody else on the road, it looks like the place is closed. So I go up to the guy behind the tiller. I'm a marketing person.

You're pissing away revenue here. This is insane. Every 10 minutes, there are three cars driving past going, oh, shit, you're closed. So I go up to the guy behind the tiller. Why are the lights off on the road? He goes, oh, yeah, I think the guy on the last shift forgot to turn them on. There was no urgency. Now, it occurred to me when I left, the lights were still off when I left.

You're pissing away revenue here. This is insane. Every 10 minutes, there are three cars driving past going, oh, shit, you're closed. So I go up to the guy behind the tiller. Why are the lights off on the road? He goes, oh, yeah, I think the guy on the last shift forgot to turn them on. There was no urgency. Now, it occurred to me when I left, the lights were still off when I left.

You're pissing away revenue here. This is insane. Every 10 minutes, there are three cars driving past going, oh, shit, you're closed. So I go up to the guy behind the tiller. Why are the lights off on the road? He goes, oh, yeah, I think the guy on the last shift forgot to turn them on. There was no urgency. Now, it occurred to me when I left, the lights were still off when I left.

If that guy had nicked a lion bar at two o'clock in the morning and been picked up on CCTV, there would have been a kind of inquiry. He might have lost his job. There would be extreme disciplinary action. Cost of the Lion Bar is about, you know, one pound in lost revenue, okay? The cost of leaving the lights off is probably, certainly in revenue terms... £200 an hour, maybe more.

If that guy had nicked a lion bar at two o'clock in the morning and been picked up on CCTV, there would have been a kind of inquiry. He might have lost his job. There would be extreme disciplinary action. Cost of the Lion Bar is about, you know, one pound in lost revenue, okay? The cost of leaving the lights off is probably, certainly in revenue terms... £200 an hour, maybe more.

If that guy had nicked a lion bar at two o'clock in the morning and been picked up on CCTV, there would have been a kind of inquiry. He might have lost his job. There would be extreme disciplinary action. Cost of the Lion Bar is about, you know, one pound in lost revenue, okay? The cost of leaving the lights off is probably, certainly in revenue terms... £200 an hour, maybe more.

Maybe £1,000 that night.

Maybe £1,000 that night.

Maybe £1,000 that night.

Could have been more, okay? But sins of omission are much less... Dogs that don't bark in the night are much, much less easy to identify than sins of commission, and we correspondingly get much less upset by them. And so... What you often end up doing is there are a lot of things like giving a soft toy to someone when you deliver their tumble dryer.

Could have been more, okay? But sins of omission are much less... Dogs that don't bark in the night are much, much less easy to identify than sins of commission, and we correspondingly get much less upset by them. And so... What you often end up doing is there are a lot of things like giving a soft toy to someone when you deliver their tumble dryer.

Could have been more, okay? But sins of omission are much less... Dogs that don't bark in the night are much, much less easy to identify than sins of commission, and we correspondingly get much less upset by them. And so... What you often end up doing is there are a lot of things like giving a soft toy to someone when you deliver their tumble dryer.

Can you imagine a world, I'd love this world, but I can't really imagine it, where someone goes, what, you mean you deliver things to people with kids and you don't give them some branded merch? Are you serious? What a fucking idiot. The anchoring and set point that we have behind that. If for some reason there was a cost attached to something,

Can you imagine a world, I'd love this world, but I can't really imagine it, where someone goes, what, you mean you deliver things to people with kids and you don't give them some branded merch? Are you serious? What a fucking idiot. The anchoring and set point that we have behind that. If for some reason there was a cost attached to something,

Can you imagine a world, I'd love this world, but I can't really imagine it, where someone goes, what, you mean you deliver things to people with kids and you don't give them some branded merch? Are you serious? What a fucking idiot. The anchoring and set point that we have behind that. If for some reason there was a cost attached to something,

So opportunity costs, finance people basically pretend opportunities aren't there because they're too nebulous as far as they're concerned to pay any attention to. But then you wonder why companies aren't growing. And the reason is because they're fixated on the efficient performance of what they're already doing and completely uninterested in what they're missing out on.

So opportunity costs, finance people basically pretend opportunities aren't there because they're too nebulous as far as they're concerned to pay any attention to. But then you wonder why companies aren't growing. And the reason is because they're fixated on the efficient performance of what they're already doing and completely uninterested in what they're missing out on.

So opportunity costs, finance people basically pretend opportunities aren't there because they're too nebulous as far as they're concerned to pay any attention to. But then you wonder why companies aren't growing. And the reason is because they're fixated on the efficient performance of what they're already doing and completely uninterested in what they're missing out on.