Ted talk by Rory Sutherland (from 2012) - a great investment of your time

Just found by chance this Ted talk by Rory Sutherland (from 2012), and it is worthwhile the 18 minutes! I really like Rory’s perspective and insights and this talk approaches them in one go. Human behavior and psychology are paramount in any problem-solving framework. The UK’s post-office case made, among others, is a great example that perception has the same value of actual product/service attributes, dimensions or “real” value/utility. If you have a product that is better, or at least equal, to your competitors, but it is perceived 5 to 10% lower than your competitors, based on their willingness to pay, don’t invest in improving the product, invest on changing their perception! His book “Alchemy” is also a must read! https://youtu.be/iueVZJVEmEs?si=UN8s8yBBNC16Slcy

- Pedro

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