Rory Sutherland: Life Lessons from an ad man
Summary
TLDREl transcripto muestra una charla que aborda la creación de valor intangible en la publicidad y cómo esto puede ser una alternativa sustituta a los bienes materiales. El orador utiliza ejemplos como el de un tren de Londres a París, la percepción de los placebos y la historia de la introducción de la papa en Prusia para ilustrar cómo cambiar la percepción puede ser más efectivo que intentar cambiar la realidad. También menciona el uso de tecnologías persuasivas y la importancia de apreciar lo que ya se tiene, en lugar de siempre buscar algo nuevo.
Takeaways
- 📈 La creación de valor intangible o valor percibido en la publicidad es importante y a menudo subestimada.
- 🌐 En un futuro con menos bienes materiales, el valor intangible puede constituir una parte más importante del valor total.
- 🚂 Un ejemplo de cómo la percepción puede mejorar la experiencia, como el viaje en tren de Londres a París, donde el valor agregado fue a través de la experiencia en lugar de acortar el tiempo del viaje.
- 💰 Los placebos son una herramienta poderosa ya que funcionan a menudo mejor que tratamientos reales sin efectos secundarios.
- 🎓 La educación no solo se trata de enseñar cosas, sino de brindar la impresión de una educación buena, lo que puede llevar a una mayor confianza y éxito.
- 🥔 El rebranding del patata en Prusia por Federico el Grande es un ejemplo maestro de cómo cambiar la percepción puede influir en el éxito de un producto.
- 👑 El valor es relativo y percibido; la persuasión a menudo es más eficaz que la compulsión.
- 😀 Los signos de velocidad con emoticonos demuestran cómo los pequeños cambios en la comunicación pueden tener un gran impacto en el comportamiento.
- 🚗 La idea de que los conductores de Porsche fueran criminales es una solución creativa a un problema social, mostrando la importancia de la lateralidad en la resolución de problemas.
- 💍 En tiempos de guerra, el joyero de hierro se convirtió en un símbolo de estatus en Prusia, mostrando cómo el valor simbólico puede ser más importante que el valor intrínseco.
- 👖 El denim es un ejemplo perfecto de un producto que reemplaza el valor material por el valor simbólico.
- 🌱 La valoración de cosas como la salud, el amor y la sexualidad, y aprender a dar valor material a lo que antes se subestimaba, puede hacernos conscientes de que somos mucho más ricos de lo que imaginábamos.
Q & A
¿Qué sugiere el orador sobre el valor intangible en la publicidad?
-El orador sugiere que el valor intangible, como el valor percibido o el valor de marca, a menudo es subestimado y criticado negativamente, pero es crucial, especialmente si queremos reducir el consumo de bienes materiales y aún así mantener o mejorar nuestra calidad de vida.
¿Cómo propone mejorar el viaje en tren de Londres a París?
-En lugar de gastar miles de millones en infraestructura para reducir el tiempo de viaje, sugiere emplear modelos y ofrecer champán gratis durante el viaje, lo que mejoraría la experiencia sin necesidad de un cambio físico significativo y a un costo mucho menor.
¿Cuál es la perspectiva del orador sobre los placebos?
-El orador ve los placebos positivamente, argumentando que son efectivos, económicos de desarrollar, y libres de efectos secundarios significativos, lo cual plantea la cuestión de por qué no se utilizan más ampliamente en la medicina.
¿Qué anécdota histórica relata sobre Federico el Grande y las papas?
-Cuenta cómo Federico el Grande de Prusia promovió el consumo de papas al declararlas un vegetal real, accesible solo para la familia real, lo que aumentó su atractivo y fomentó su cultivo entre los campesinos.
¿Cómo describe el orador el valor de los bienes en relación con la percepción?
-Menciona que todo valor es relativo y percibido, utilizando el ejemplo de cómo los vendedores en Buenos Aires discriminan por precios a los turistas, destacando cómo la percepción puede influir fuertemente en el valor asignado a los bienes.
¿Qué ejemplo da sobre la creación de valor intangible en el marketing?
-Habla de la propuesta de un intern en Ogilvy de relanzar el cereal Shreddies simplemente rotándolo 45 grados y llamándolos 'Diamante Shreddies', lo que fue un cambio puramente perceptivo pero efectivo.
¿Qué opina sobre la imposición frente a la persuasión en la política pública?
-Argumenta que la persuasión es más efectiva que la imposición, usando el ejemplo de cómo Atatürk en Turquía desalentó el uso del velo haciéndolo obligatorio solo para las prostitutas, evitando así resistencia y obteniendo un cambio cultural.
¿Cómo aplica su enfoque a problemas ambientales y sociales?
-Sugiere que podemos abordar problemas ambientales y sociales alterando la percepción y el valor de las cosas, en lugar de cambiar físicamente los bienes o servicios, como su idea de utilizar joyería de hierro durante la guerra para sustituir a la de oro y promover el sacrificio.
¿Cuál es la importancia de la economía conductual en sus propuestas?
-El orador valora la economía conductual por su capacidad de influir en el comportamiento humano a través de pequeños cambios en la percepción y la presentación de opciones, como el uso de señales de velocidad que muestran caras sonrientes o tristes para controlar el tráfico.
¿Qué crítica hace a la visión tradicional de la economía sobre el valor?
-Criticó la noción de que el verdadero valor solo proviene del trabajo físico y materiales limitados, argumentando que el valor añadido que percibimos en bienes y servicios a través de la publicidad y la percepción es igualmente válido y necesario.
Outlines
😀 La valoración de la publicidad y el valor intangible
El orador, un especialista en publicidad, aborda su experiencia en Ted y Ted Evil, destacando la importancia del valor intangible en la creación de la publicidad. Argumenta que en un futuro con menos bienes materiales, el valor intangible puede ser una excelente alternativa a la escasez de recursos. Propone una perspectiva innovadora al sugerir la mejora de experiencias, como el viaje en tren de Londres a París, a través de la valoración de aspectos más emocionales y menos materiales.
😉 El poder de la percepción y la economía conductual
Se discute cómo la percepción y la economía conductual pueden ser más efectivas que la fuerza en la solución de problemas. Se mencionan ejemplos como el uso del placebo en la educación y la forma en que la imagen y la percepción influyen en la valoración de los productos y la adopción de hábitos. Se destaca la importancia de la persuasión y la intangible en la creación de valor, y cómo la tecnología móvil y la inteligencia artificial pueden influir en el comportamiento humano.
😂 La comunicación contextual y la influencia del entorno
El hablante explora la idea de la comunicación contextual a través de ejemplos como el consumo de Pernod en Francia y cómo los hábitos y preferencias pueden variar según el entorno. Destaca la importancia de la adaptación y la comprensión de las diferencias culturales en la comunicación y la publicidad. Además, menciona la evolución de los medios de comunicación y cómo la participación del usuario y el contenido generado por el usuario (UGC) han cambiado la forma en que se crean y perciben los valores intangibles.
🤔 La valoración de lo existente y la apreciación del valor intangible
El orador concluye con una reflexión filosófica sobre la necesidad de apreciar lo que ya existe y el valor de las cosas que comúnmente se subestiman, como la salud, el amor y la sexualidad. Hace un llamado a la creatividad y la innovación en la valoración de las cosas, en lugar de siempre buscar lo nuevo. Finaliza con citas que resaltan la importancia de la apreciación y la maravilla, y cómo al valorar correctamente estas cosas, podemos ser mucho más ricos de lo que imaginamos.
Mindmap
Keywords
💡intangible value
💡perceived value
💡advertising
💡perception
💡placebo effect
💡behavioral economics
💡persuasion
💡subjective value
💡consumerism
💡environmental movement
💡social networking
💡impulse buying
Highlights
The concept of intangible value in advertising, such as perceived or badge value, is often undervalued.
Intangible value can be a sustainable substitute for using up labor or limited resources.
An example of improving a train journey not just by shortening it, but by enhancing the experience with supermodels handing out champagne.
The idea that placebos can be effective due to the power of perception, with little to no side effects.
The suggestion of 'placebo education' where the impression of a good education leads to success.
The story of Frederick the Great of Prussia using marketing techniques to promote the potato as a royal vegetable to encourage its consumption.
The principle that all value is subjective and that persuasion is often more effective than compulsion.
The use of smiley faces on speed signs as an example of behavioral economics, where a simple emotional trigger can be more effective than a fine.
The case of Prussian jewelry made of cast iron during war times as a symbol of sacrifice and status.
The importance of creating intangible value in products like denim and Coca-Cola, which have a high component of messaging value.
The role of media and technology in creating a more participatory and fair environment for value creation.
The concept of 'food to point zero', which is food produced for the purpose of sharing with others.
The impact of contextual communication in marketing, such as the example of Pernod being a popular drink only within France.
The idea that our perception of quality in products like wine is heavily influenced by the price we are told they are.
The potential for using technology to 'nudge' behavior, such as creating an impulse to save money with a simple button.
The Shreddies 'Supposedly Square' campaign as an example of creating intangible value without changing the product.
The importance of appreciating what already exists and not just focusing on creating new things.
Quoting GK Chesterton - 'We're perishing for want of wonder, not for want of wonders', emphasizing the need for appreciation of the ordinary.
Encouraging a shift in values towards intangible things like health, love, and sex, and away from purely materialistic pursuits.
Transcripts
this is my first time at Ted normally as
an advertising man I actually speak at
Ted evil which is Ted's secret sister
organization that pays all the bills
it's held held every two years in Burma
and I yeah I particularly remember a
really good speech by Kim jong-il on
trying to get teens smoking again but
actually it suddenly come to me after
years working the business that what we
create in advertising which is
intangible value you might call it
perceived value you might call it badge
value subjective value intangible value
of some kind gets rather a bad rap if
you think about it if you want to live
in a world in the future where there are
fewer material goods you basically have
two choices you can either live in a
world which is poorer which people in
general don't like or you can live in a
world where actually intangible value
constitutes a greater part of overall
value that actually intangible value in
many ways is a very very fine substitute
for using up labor or limited resources
in the creation of things now here's one
example this is a train which goes from
London to Paris the question was given
to a bunch of Engineers about fifteen
years ago how do we make the journey to
Paris better and they came up with a
very good engineering solution which was
to spend six billion pounds building
completely new tracks from London to the
coast and knocking about 40 minutes off
a three and a half hour journey time now
call me mr. picky I'm just dad man but
it strikes me is a slightly
unimaginative way of improving a train
journey merely to make it shorter now
what is the hedonic opportunity cost of
spending six billion pounds on railway
tracks here's my naive advertising man's
suggestion what you in fact do is employ
all of the world's top male and female
supermodels pay them to walk the length
of the train handing out free shattered
the truce for the entire duration of the
journey
um now you're still you'll still have
about three billion pounds left in
change and people will ask for the
trains to be slowed down
now here's another naive advertising
man's question again and this shows that
engineers medical people's scientific
people have an obsession with solving
the problems of reality
we're actually most problems once you
reach some basic level of wealth in
society most problems actually problems
of perception so ask another person what
on earth is wrong with placebos they
seem fantastic to me they cause very
little development they work
extraordinarily well they have no side
effects or if they do they're imaginary
so you can safely ignore them I was
discussing this and actually went to the
the marginal revolution blog by Tyler
Cowen I don't if anybody knows it sold
actually suggested you take this concept
further and actually introduce placebo
education the point is that education
doesn't actually work by teaching you
things it actually works by giving you
the impression that you've had a very
good education which gives you an insane
sense of unwarranted self confidence
which then makes you very very
successful in later life so welcome to
Oxford ladies and gentlemen um now
potentially the point the point of
receive our education essentially how
many problems of life can be solved
actually by tinkering with perception
rather than that tedious hard-working
and messy business of actually trying to
change reality great example from
history I've heard this attributed to
several other kings but doing a bit of
historical research it seems to be
Frederick the Great Frederick the Great
of Prussia was very very keen for the
Germans to adopt the potato and to eat
it because he realized that if you had
two sources of carbohydrate wheat and
potatoes you get less price volatility
and bread and you get a far lower risk
of famine because you actually had two
crops to fall back on not one the only
problem is potatoes if you think about
it looked pretty disgusting and also
eighteenth-century Prussians ate very
very few vegetables rather like
contemporary Scottish people and so on
so actually he tried making compulsory
the Prussian peasantry said we can't
even get the dogs to eat these damn
things
they're absolutely disgusting they're
good for nothing there are even records
of people being executed for refusing to
grow potatoes so he tried Plan B he
tried the marketing solution which is he
declared the potato was a royal
vegetable and none but the royal family
could consume it and he planted in a
royal potato patch with gods who had
instructions to guard over it night and
day but with secret instructions not to
guard it very well now 18th century
peasants know there's one pretty safe
rule in life which is if something's
worth guarding it's worth stealing
before long there was a massive
underground potato growing operation in
Germany what he's effectively done is
he'd rebranded the potato it was an
absolute masterpiece I tell this or any
gentleman to Turkey came up and said
very very good market of Fred of the
grape but not a patch on Ataturk said as
a Turk rather like Nicolas Sarkozy was
very keen to discourage the wearing of
the veil in Turkey to modernize it now
boring people would have simply banned
the veil but that would have ended up
with a lot of awful kickback in a hell
of a lot of resistance Ataturk was a
lateral thinker he made it compulsory
for prostitutes to wear the veil
now
I can't verify that for it but it
doesn't there's your environmental
problem solved by the way guys all
convicted child molesters have to drive
a Porsche km
what out of Terk realize that is two
very fundamental things which is that
actually first one all value it is
actually relative all value is perceived
value for those who don't speak Spanish
shoe data Raqqa is actually the Spanish
does actually it's not the dollar
essentially the peso in Buenos Aires a
very clever
Buenos Aires street vendors decided to
practice price discrimination to the
detriment of any passing gringo tourists
as an advertising man I have to admire
that but the first things all value all
value is subjective second point is that
persuasion is often better than
compulsion these funny signs that flash
your speed at you some of the new ones
on the bottom right now actually show a
smiley face or a frowny face to act a
little emotional trigger what's
fascinating about these signs is they
cost about 10% of the running cost of a
conventional speed camera but they
prevent twice as many accidents so the
bizarre thing which is baffling to
conventional classically trained
economists is that a weird little smiley
face has a better effect on changing
your behavior that the threat of 60
pounds of fine and 3 penalty points tiny
little behavioral economics detail
initially penalty points go backwards
you start with 12 and they take them
away because they found that loss
aversion is a more powerful influence on
people's behavior in Britain we can fill
whoa got another three not so in Italy
another fantastic case of creating
intangible value to replace actual or
material value which remembers what
after all the environmental movement
needs to be back this again is from
Prussia from I think about 1812 1813 the
wealthy Prussians to help in the war
against the French we're encouraged to
giving all their jewelry and it was
replaced with replica jewelry made of
cast iron here's one gold Gabby for
Eisen 1813 the insignia is for 50 years
hence the highest status jewelry you
could wear in Prussia wasn't made of
gold or diamonds it was made of cast
iron because actually never mind the
actual intrinsic value of having gold
jewelry this actually had symbolic value
badge value it said that your family had
made a great sacrifice in the past so
the modern equivalent would of course be
this
but actually there is a thing just as
there are villain goods where the value
of the good depends on being expensive
and rare there are opposite kind of
things where actually the value in them
depends on them being ubiquitous
classless and minimalistic if you think
about it shaker ism was a proto
environmental movement Adam Smith talks
about 18th century America where the
prohibition against visible displays of
wealth was so great it was almost
blocked on the economy in New England
because even wealthy farmers could find
nothing to spend their money on without
incurring the displeasure of their
neighbors it's perfectly possible to
create these social pressures which lead
to more egalitarian societies what's
also interesting if you look at products
that have a high component of what you
might call messaging value a high
component of intangible value versus
their intrinsic value they are often
quite a gala terraeum in terms of dress
denim is perhaps the perfect example of
something which replaces material value
with symbolic value coca-cola budget we
may be a letter pinkos and you may not
like the coca-cola company but it's
worth remembering Andy Warhol's point
about coke where what Warhol said about
copious he said what I really liked
about coca-cola is the President of the
United States can't get a better coat
than the bum on the corner of the street
now let me think she when you think
about it we take it for granted it's
actually a remarkable achievement to
produce something that's that's
democratic now we basically have to
change our views like there's a basic
view that real value involves making
things involves labor it involves
engineering it involves limited raw
materials and what we had on top is kind
of false it's a fake version and then
there's a reason sort of suspicion and
uncertainty about it I mean it patently
veers towards propaganda however what we
do have now is a much more variegated
media ecosystem in which to kind of
create this kind of value and it's much
fairer where I grew up this is basically
the media environment of my childhood as
translated into food you had a monopoly
supplier on the left you have Rupert
Murdoch or the BBC and on your right you
have a dependent public which is
pathetically grateful for anything you
give it um
nowadays nowadays the user is actually
involved this is actually what's called
in digital user-generated content
although it's called agriculture in the
world of food this is actually called a
mash-up where you take content that
someone else has produced and you do
something new with it in the world of
food we call it cooking this is food to
point naught which is food you produce
for the purpose of sharing it with other
people this is mobile food at British
you're very good at that fish and chips
and newspaper the Cornish pasty the pie
the sandwich we invented the whole lot
of them we're not very good at food in
general but Italians do great food but
it's not reportable generally
only latency of the Earl of Sandwich
didn't invent this an agenda invented
the toastie but then the Earl of toast
he would be a ridiculous name
finally we have contextual communication
now the reason I show Pernod it's only
one example every country has a
contextual alcoholic drink in France
it's Pernod it tastes great within the
borders of that country but absolute
shite if you take it anywhere else only
come in Hungary for example the Greeks
Archie managed to do something called
red cedar which even tastes shite when
you're in Greece but so much
communication now is contextual that the
capacity for actually nudging people's
there giving them better information BJ
Fogg at the University of Stanford makes
the point that actually the mobile phone
is he's invented the phrase persuasive
technologies he believes the mobile
phone by being location specific
contextual timely and immediate is
simply the greatest persuasive
technology device ever invented now if
we have all these tools at our disposal
we simply have to ask the question and
Thaler and Sunstein have of how we can
use these more intelligently I'll give
you one example if you had a large red
button of this kind on the wall of your
home and every time you pressed it it
saved $50 for you or put $50 into your
pension you would save a lot more the
reason is that the interface
fundamentally determines the behavior
okay now marketing is done a very very
good job of creating opportunities for
impulse buying we've never created the
opportunity for impulse saving if you
did this more people would save more
it's simply a question of changing the
interface by which people make decisions
and the very nature of the decisions
changes obvious
don't want people to do this because as
an advertising that I tend regard saving
is just consumerism needlessly postponed
but but but if if if anybody did want to
do that that's the kind of thing we need
to be thinking about actually
fundamental opportunities to change
human behavior now I got an example here
from Canada um there was a young intern
at Ogilvy Canada called hunter
Somerville who was working in improv in
Toronto and got a part-time job in
advertising and was given the job of
advertising shreddies now this is the
most perfect case of creating intangible
added value without changing the product
in the slightest shreddies is a strange
square whole grain cereal only available
in New Zealand Canada and Britain it's
Crofts peculiar way of rewarding loyalty
to the crown Hamden in working out how
you could relaunch readies he came up
with this
phrases supposed to be square I'm not
sure the most perfect example of
intangible value creation all it
requires is photons neurons and a great
idea to create this thing and I've said
it's a way of Jesus but naturally you
can't do this kind of thing without a
little bit of market research so
shreddies is actually producing a new
product total something I'm very excited
for them so they're introducing new
diamond trays there's what he did socks
there so I just want to get your first
impressions when you see that you see
the diamond they it's it's oh yeah it's
only appearance but it's kind of a 6 or
a 9 X 6
flip it over looks like a nice let's sex
is very different from enough never to W
exactly actually don't see one side
they're useful nature
there's one interesting them he just
tried square wonder heard
now naturally I should debate raged
there were conservative elements in
Canada unsurprisingly who actually
resented this intrusion so eventually
the manufacturers actually arrived at a
compromise which was the combat
now if you think it's funny bear in mind
there's there's an organization called
the American Institute of wine economics
which actually does extensive research
into perception of things and discovers
that except for among perhaps 5 or 10%
of the most knowledgeable people there
is no correlation between quality and
enjoyment in wine except when you tell
the people how expensive it is in which
case they tend to enjoy the more
expensive stuff more so drink your wine
blind in the future but this is both
hysterically funny but I think it
important philosophical point which is
going forward we need more of this kind
of value we didn't actually spend more
time appreciating what already exists
and less time agonizing over what else
we can do two quotations two more let's
end with one of them is poetry is when
you make new things familiar and
familiar things new which isn't a bad
definition of what our job is to help
people appreciate what is unfamiliar but
also to gain a greater appreciation and
place a far higher value on those things
which already existing there's some
evidence by the way that things like
social networking help do that because
they help people share news they give
badge value to everyday little trivial
activities so they actually reduce the
need for actually expending great money
on display and increase the kind of
third-party enjoyment you can get from
the smallest simplest things in life
which is tragic the second one is the
second G K Chesterton quote of the
session which is we're perishing for
want of wonder not for want of Wonders
which I think for anybody involved in
technology is perfectly true and a final
thing when you place a value on things
like health love sex and other things
and learn to place the material value on
what you've previously discounted for
being merely untanned able a thing not
seen you realize you're much much
wealthier than you ever imagined so
thank you very much indeed
you
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