About this source
Rory Sutherland, Vice Chairman of Ogilvy, argues that changing perceived value is often more effective and cheaper than changing reality. He demonstrates through vivid examples how reframing, psychological solutions, and understanding perception can solve problems that engineering and economics cannot.
Frameworks extracted
5 totalMKTweeks
The Von Mises Value Equivalence
Context and experience creation are as valuable as the core product itself
STRmonths
Goal Dilution Positioning
Do one thing so people assume you do that one thing brilliantly
LEADweeks
The Perceived Control Principle
Give people control over circumstances and happiness follows automatically
INNweeks
The Psychological Solution Hierarchy
Solve problems with psychology before engineering for 10x cheaper results
MKTdays
The Reframing Engine
Change perception rather than reality to transform value and experience