Rory Sutherland

They're playing backgammon.

You know, they're playing games of chance with an occasional very high payoff.

And a lot of life is exactly like that.

But you don't know where the huge payoff is going to come in advance.

The people who are running these organizations for the benefit of financial predictability are trying to make it chess.

They're trying to turn it into a reductionist game where the most you can score is one for a win.

They're trying to put a ceiling on it.

They're trying effectively to pretend it's a low-variance mechanistic predictable process.

50% of your effort in life, once you've ensured the fact that you're not going to starve to death, die, etc., you know, you've looked after your children, should be attempts to get lucky.

In other words, Nassim would say, I love this phrase, increasing your surface area exposure to positive upside optionality.

If you have a great marketing idea, which continues to add value for the next 15 years, some of that credit should be offset against your current marketing costs.

Some of those, I'm going to defend the companies.

Oh, please do.

Yeah, yeah.

Because in the case of Bud Light.

Are you defending Bud Light?

I want to hear this.

They could not have necessarily anticipated that because it was confected outrage.

Look, I'm politically on the right, okay?

I get just as angry from confected outrage on the right, which is, oh, they've gone woke, da-da-da-da-dum, when, you know, you're merely showing, you know, a mix of ethnic groups in your advertising or something.