Rory Sutherland

An example, by the way, of very fast feedback business is comedy. You have an instant feedback mechanism from the audience, which basically tells you whether or not a joke is any good and whether you've landed it. And so apparently if you go to small comedy clubs, you'll occasionally be surprised because you're sitting there and there are only sort of 20 tables and Chris Rock will come in.

And effectively, it's all a bit weird, but he's trying out his new material for the next run. Before you go to bigger theatres, you try your material out on a small scale. And that's a fast feedback business. Amazon is a pretty fast feedback business, I would argue, because it has a very high degree of frequency of interaction with customers.

And effectively, it's all a bit weird, but he's trying out his new material for the next run. Before you go to bigger theatres, you try your material out on a small scale. And that's a fast feedback business. Amazon is a pretty fast feedback business, I would argue, because it has a very high degree of frequency of interaction with customers.

And effectively, it's all a bit weird, but he's trying out his new material for the next run. Before you go to bigger theatres, you try your material out on a small scale. And that's a fast feedback business. Amazon is a pretty fast feedback business, I would argue, because it has a very high degree of frequency of interaction with customers.

Something like banking or insurance is unbelievably slow. I mean, if you're a bank and you piss off a customer, they don't even leave, by the way. They just go inert. It's not like people go, I'm going to close my current account and I'm going to walk off. They just open another current account somewhere else. Your current account, they don't buy anything, any other products from you.

Something like banking or insurance is unbelievably slow. I mean, if you're a bank and you piss off a customer, they don't even leave, by the way. They just go inert. It's not like people go, I'm going to close my current account and I'm going to walk off. They just open another current account somewhere else. Your current account, they don't buy anything, any other products from you.

Something like banking or insurance is unbelievably slow. I mean, if you're a bank and you piss off a customer, they don't even leave, by the way. They just go inert. It's not like people go, I'm going to close my current account and I'm going to walk off. They just open another current account somewhere else. Your current account, they don't buy anything, any other products from you.

But it's not the same as something like comedy where you know within seconds whether you've landed something or not. And then there are also things which bother me, which is

But it's not the same as something like comedy where you know within seconds whether you've landed something or not. And then there are also things which bother me, which is

But it's not the same as something like comedy where you know within seconds whether you've landed something or not. And then there are also things which bother me, which is

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

There are also things where – I was talking to the guy who founded AO, and they have this lovely little system where when they deliver a washing machine or a dishwasher or whatever, if there are children in the house, because they deliver things themselves, they give the children a little branded bear. OK, now, as he said, perfectly right.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

You know, someone in finance is going to say, OK, what's the cost benefit analysis? OK, on that. And his point is, it's impossible. You just have to make a judgment, subjective judgment that the cost of the bear is trivial and the long term effect is likely to be quite high.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

The interesting thing with Bezos is he's going to – I mean, this is true of all those people. I mean, you know, also very true of Elon Musk. They have a very unusual, sometimes highly seemingly irrational thinking style. Speaking to someone who is very senior early on at Amazon, everybody except Bezos hated the idea of Amazon Prime. They hated the idea of Prime Video.

they didn't like the idea of Amazon Web Services. Now, Jeff has an interesting notion, which is what he calls a two-way door. If you talk to people, by the way, at Amazon, it's a very, very interesting... I'm not sure I could cope with it, to be absolutely honest. But it is a very, very interesting culture in terms of its approach to everything from meetings to decision-making.