Rory Sutherland

And so when I say the reason someone bought a house because of me, as I said, when you're looking for a house, don't optimize.

because everybody will want that house.

Instead, find something the house has which most people won't like but you don't care about.

Next to a pub.

Now, I'm not saying next to a rough pub.

I don't want to have fights outside my house.

But most people, particularly older people, would hate the idea of being next to a pub because they crap on about noise and the beer garden and all that stuff.

I personally, the noise of a pub, a good happy pub, is music to me.

I don't go to sleep before midnight anyway, so it's not going to keep me awake.

Railway line.

Personally, to me, it's a bonus.

To most people, it's negative.

Go and look for those things where you can arbitrage what's possible.

That would be my attitude.

Now, similarly, if you've got a problem to solve, don't purely define the problem in psychology-free terminology.

Just as in America, you have a temperature and you have a feels-like temperature, which is, by the way, a very, very intelligent thing because...

What makes us feel hot is not just the ambient temperature.

It's a combination of temperature, humidity, breeze.

And I think there's one other factor.

When they do the fields-like temperature, there's something like temperature so many feet above the ground that they factor in.