Just when we thought we knew something...


“The Best Ideas Are the Ones That Make the Least Sense”


“My contention is that nearly all really successful businesses – like Dyson, Apple, Starbucks, and Red Bull – owe most of their success to having stumbled onto a psychological magic trick, even if unwittingly. But you don’t have to stumble onto it. To find that magic, you must embrace the idea that anything – from consumer behavior to people’s perception of a product – can be transformed, so long as you’re willing to think like an alchemist.”

"So often it pays to consider the less logical and more magical solutions, which can be cheap, fast-acting, and effective. Here are some other recent “butterfly-effect” discoveries, from my experience:

? A website adds a single extra option to its checkout procedure and increases sales by $300 million per year.

? An airline changes the way flights are presented and sells $10 million more of premium seating per year.

? A software company makes a seemingly inconsequential change to call-center procedure—and retains business worth several million dollars.

? A publisher adds four trivial words to a call-center script—and doubles the rate of conversion to sales.

? A fast-food outlet increases sales of a product by putting the price…up."


At the end, it says that he article was adapted from Rory Sutherland’s forthcoming book, Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life (William Morrow, 2019).