: Small changes in framing can yield massive results.
Example : Instead of making a train faster (expensive logic), give it free Wi-Fi (cheap psychology) to make the journey feel shorter. alchemy rory sutherland pdf
In a world obsessed with data-driven decisions and spreadsheet efficiency, Rory Sutherland’s stands as a provocative manifesto for the irrational. As the Vice Chairman of Ogilvy, Sutherland argues that we have over-optimized for "logical" solutions while ignoring the "psycho-logical" levers that actually drive human behavior. : Small changes in framing can yield massive results
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