Simon Sinek

Yeah.

Yeah.

Because I heard much of the reason why the Mona Lisa is so valuable is because at one point it was stolen and then they managed to find it again. And actually it's just a painting, but the story of the painting is worth 100 million, 200 million, whatever.

Because I heard much of the reason why the Mona Lisa is so valuable is because at one point it was stolen and then they managed to find it again. And actually it's just a painting, but the story of the painting is worth 100 million, 200 million, whatever.

Apple know this better than anybody. Because you go to an Apple store and they've laid out their products as if it was an art gallery. Yeah. the three feet either side of the iPhone create the impression in my mind that this is a piece of art and there's only one of them.

Apple know this better than anybody. Because you go to an Apple store and they've laid out their products as if it was an art gallery. Yeah. the three feet either side of the iPhone create the impression in my mind that this is a piece of art and there's only one of them.

And the fact that they've wasted all this space, which I know real estate costs money and that must have been expensive, pours into the device itself. If I'd gone into an Apple store and there was a thousand iPhones, like the old electronic stops, all stacked on top of each other, I would assume the iPhone was worth less.

And the fact that they've wasted all this space, which I know real estate costs money and that must have been expensive, pours into the device itself. If I'd gone into an Apple store and there was a thousand iPhones, like the old electronic stops, all stacked on top of each other, I would assume the iPhone was worth less.

But the story, just by the frame in which I see it, means that, oh my God, this thing is... It's theater. It looks like one of one. Yeah, it's theater.

But the story, just by the frame in which I see it, means that, oh my God, this thing is... It's theater. It looks like one of one. Yeah, it's theater.

This also just expands generally. I know this sounds quite big and we're talking about these big things, but just everything that you create, it's very, very tempting at the moment to just create something with AI and throw it up on your website, on your social media pages, or present it to the world, a presentation deck at work.

This also just expands generally. I know this sounds quite big and we're talking about these big things, but just everything that you create, it's very, very tempting at the moment to just create something with AI and throw it up on your website, on your social media pages, or present it to the world, a presentation deck at work.

But actually, I'm already noticing I'm attributing huge value and interest in things that I can identify as human-made. I had a flashback a second ago, as we were talking about this idea of scarcity, to one of my favorite brands in the world. It's a clothing brand. And I was obsessed with this clothing brand. I'd spend a huge amount of money. I don't spend money on clothes.

But actually, I'm already noticing I'm attributing huge value and interest in things that I can identify as human-made. I had a flashback a second ago, as we were talking about this idea of scarcity, to one of my favorite brands in the world. It's a clothing brand. And I was obsessed with this clothing brand. I'd spend a huge amount of money. I don't spend money on clothes.

I would spend a huge amount of money every time they came out with a new item. One day, the founder of the brand, and everybody knows this brand, he posted a photo from his factory. It was like a video. And what I saw in the video was the shirt I was currently wearing as I watched the video in a massive bucket with 4,000 others of the exact same shirt. And in that moment... Fell out of love.

I would spend a huge amount of money every time they came out with a new item. One day, the founder of the brand, and everybody knows this brand, he posted a photo from his factory. It was like a video. And what I saw in the video was the shirt I was currently wearing as I watched the video in a massive bucket with 4,000 others of the exact same shirt. And in that moment... Fell out of love.

I fell out of love. Exactly. Because in my head, I painted this, like, artisan picture of them sewing it. These two guys sewing it in their bedroom and then, like, sending it to me.

I fell out of love. Exactly. Because in my head, I painted this, like, artisan picture of them sewing it. These two guys sewing it in their bedroom and then, like, sending it to me.

I think that's what it kind of, like, used to be. So I still had that image, but then it got big.

I think that's what it kind of, like, used to be. So I still had that image, but then it got big.