Rory Sutherland

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.

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.