Rory Sutherland

Yeah, you have to overcome it because just as a camera has a default mode, the human default mode is do what I did before, do what everybody else does.

I feel comfortable doing that.

Very, very rational default mode.

There's nothing silly about that in terms of, if you think about it, our evolutionary brain architecture.

Those two things make a lot of sense.

But it does mean, and something I only realized about a year ago, 35 years after I've started working in the business, is that as a consequence of that, big innovative new ideas don't require less marketing.

They require more.

Because you're asking people to, at the initial stages, you're asking someone to do something that nobody else has done.

And you're asking them to do something they haven't done before, both of which create a kind of disquiet.

And so providing people with conviction and reassurance, quite often, I suspect, by the way, in the early stages of a technology, that happens one-to-one.

That, you know, it was my brother, who's an astrophysicist, so he knows all the bloody maths about kilowatt hours and stuff.

So my brother provided me with the reassurance to buy my first electric car.

I don't think if he hadn't bought an electric car, I've now had three.

Would I have bought an electric car?

No.

Probably not.

It will be my brother who persuades me to get solar panels or a heat pump or something of that kind.

But big ideas don't require – the classic geek idea is our idea is so good it will sell itself.

Since your fellow Canadian, Stuart Butterfield, isn't it, who founded Slack?

Is that right?