Rory Sutherland

because it was seen as a deeply patriotic entity.

So I've got a hunch that deep down, if you go buy a Hyundai or a Genesis or something like that, there's a dual motivation here.

Let's make a bit of money.

So similarly, if you want to look for anthropological reasons to buy...

An awful lot of German businesses are driven by sibling rivalry.

So Puma versus Adidas, Aldi North versus Aldi South.

There's a whole weird family rift in the German car industry, which is too complicated for me to understand about Porsche and the family who own Pinchitrida.

There are a whole load of families, which are kind of weird, warring families.

And sometimes the family business has a motivation which actually... The consumer is the winner.

Well, the consumer is exactly the winner in all this.

But going back to that family business thing, that, you know, undoubtedly if you can harness other...

motivations alongside the profit motives.

Most people working for a company, unless you've bought them off with massive stock options because they're in the senior management, most people don't get up in the morning to enrich the share owners.

No.

You know, I don't get up, you know, I don't get up every morning.

I don't know what a big shareholder is of my company.

It's probably like the state of Wisconsin DMV pension fund.

Well, for the best position that will, I don't wish them any ill will.

Of course.

I don't get up in the morning because I go, oh, I really worry about those DMV people's pensions in Wisconsin.