Be Psycho-Logical

What’s better in business, and life, than always trying to be logical? It’s to be psycho-logical. Here are five insights from Rory Sutherland’s book for you to reflect on:

  1. Gain a competitive advantage by spotting the instances where universal laws don’t apply, and rivals haven’t noticed (yet).
  2. Relying on data can make you blind to important facts that lie outside your model; after all, data reflects the past rather than shines a light on the future.
  3. Being too rationale runs the risk of making you predictable, so competitors can anticipate and prepare for your next move.
  4. Evolution doesn’t care about accuracy, only fitness. So don’t get hung up on accuracy, strive for effectiveness.
  5. Prize understanding people over measuring things. Remember to factor in unconscious motivations as well as post-rationalizations to get a better handle on people’s behaviors, which shape attitudes and not the other way around.
How do animals attract mates and ward off rivals? They signal vitality in ways that cost them physically. Guess what? Consumers do it, too.

Spreadsheets Leave No Room for Miracles

Released today: episode #23 of “Dan Hill’s EQ Spotlight,” featuring Rory Sutherland, the author of Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life. Listen to the clip below and click on the image to get to the new episode.

Rory Sutherland is the Vice Chairman of Ogilvy, a legendary advertising agency. He’s a columnist for The Spectator and a former president of the Institute of Practitioners in Advertising (the IPA). His TED Talks have been viewed over 6.5 million times. This episode covers lots of ground, including how important it is to not use logic as a filter, limiting your ability to notice the quirky patterns in people’s behaviors.

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