Rory Sutherland

I can worry about customers.

I can worry about colleagues.

That's a natural human motivation to serve those people.

We always end with the same question, which is, what is success for you?

Just expanding the adjacent possible.

That's a really pretentious article, but push the pebble a bit further.

That's it.

I mean, you know, one of the reasons I do a lot of this schtick stuff is because the feedback I got was every now and then someone comes up to me and says, I made a different decision because of something you said.

Someone said to me, I bought my house because of you.

I thought they might be about to hit me.

And says, you know, because of that, oh, I love this.

I never heard of this person.

I went and looked him up.

One thing I'm really clear on, and we made this mistake, all creative people have made this mistake, which is to go, ooh, no, that rationality is silly.

What you need is creativity.

No, no.

What you need is two strings to your bow.

OK, this is a complementary mode of problem solving.

It works best in parallel with some rational or quantitative or data driven measures.

But the quantitative and data driven measures should not be allowed to crowd it out.