Rory Sutherland

Adel Borki, and I coined the phrase technoplasmosis by analogy with toxoplasmosis, which is tech people and consultants have taken over the finance department so that the marketing metrics the finance department uses

has faith in and demands from marketing are not those metrics which are most conducive to building brand and customer value over time.

They're the metrics which are most conducive to selling tech solutions to the companies.

What are the metrics that are?

Well, it's all about short term transactional, bottom of the funnel, click through, you know, how can you shovel money to meta in a slightly more efficient way?

It's not about long term value creation at all.

Now, don't get me wrong, all that bottom of the funnel, short-term transactional stuff is very important to get right.

I'm not disparaging it, but it's only a third of the game.

Right.

And they're not interested in the other two-thirds of the game because they don't make money if someone spends money on their call center or, you know, upgrades their call center staff or allows the call center staff to call out.

It's sort of like cybersecurity.

It's seen as a cost.

It's a cost.

Yeah, yeah, yeah.

I mean, Bonnie Blue would do really well in this because she's all about the numbers, not about the quality of the relationship, you know.

Funny enough, she did work in NHS finance procurement, ironically.

Well, no, finance recruitment, actually.

She recruited people for National Health Service finance.

So her approach to sex is merely an extrapolation of what she learned, I think, recruiting finance people for the National Health Service.

All about the quantity, not about the value creation, the relationship.