Rory Sutherland: Sweat the small stuff
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- Опубліковано 26 вер 2024
- www.ted.com It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.
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You can tell him from me that I really enjoyed his book, and more importantly, his bit at the end about 'the ministry of detail' and the no-cost/high impact is the focus of my entire PhD.
Your comment is 10 years old, not sure if you will read my comment... I am Curious to know more about your Research Topic / Project.
Rory my old mate/colleague, he smoked a pipe at work when he was a nobody. He still works at the same company and is now the big cheese.
What he says is VERY significant. As a manager you are expected to 'spend' the alloted money and you often go for big budget options just to fill the gap. Sometimes of course there's a gap between what you want to do and the amount of money available...but a lot of the time it's the other way around...especially when there's a big budget. Very intelligent guy
@rarrmonkey I think he was pretty clever not naming it actually. By posing it as a question viewers might continue to think about his speech and its message.
He is in effect applying the very principle he is talking about.
he is my dad; I promise! he was really happy you said that. he says thanks!
Your dad is awesome!
Really? Lucky you. Science dictates that you must be at least 75 per cent genius.
I would pay to hang out with your Dad for a week. HIs talks are the best things I have seen in a long time.
8 year ago...whoops. Nerco-post!
Do you know how awkward it is to see your same comment all over UA-cam under your dad’s videos. Grow up daddy’s girl.
@@i_habeeb_rahman hahaa you're replying to a comment from 9 years ago probably written by a young girl. Has another human being ever enjoyed your company?
Chiming in from 2020: User Experience? I'm studying Game Design: UX and i'm loving Rory.
Add Wifi, Improve the from, encourage community. Little things focused on how the user experiences the product/service
Detail. He said it himself, the fourth quadrant is detail.
or pragmatism
whatched the animation on the end, is great
Talks so much sense!
Talk was good and all but the animation at the end was priceless haha
@flexcapacitor1 That is a very idealistic way to look at things in - trusting people to divulge the necessary info. I work in customer support and I find that most people will be aware of a problem but will not have a semblance of understanding of the cause or how to fix it. What is then required is someone asking the appropriate questions. This is where the main problem lies. Customer input is essential but it will many times point you away from the solution or even the problem itself.
That means you reach a short distance to get an easy to reach proportional gain. Its the mechanical thing he mentioned, fex 1:1 ratio (or some other ratio, minus some friction in the process, thermodynamics is king). What he is talking about fex, to get almost everyone to be organ donors, you don't have to do much, you just have an opt-out form when you take your drivers licence instead of an opt-in form (so "check the box if you don't want to be an organ donor in the event that (...)").
I don't know why, I love this guy lol.
I agree - Do the small things first to grow your business.
This talk is absolutely brilliant.
Does this remind anyone else of Granny Weatherwax's "Headology"? His " Detail Officer" concept sounds EXACTLY like Terry Pratchett's concept of "an edge witch"
Talking about details: those people who edit these videos for UA-cam should either lower the volume of the TED intro and outro (including the cartoon at the end), or boost the volume of the more important part - the lecture. Every time I watch a TED video on UA-cam I have to correct the levels myself. If I set the level during the intro I find the lecture too quiet.
I can't speak for others, but this really annoys me. Is it just me?
p.s. Great lecture by the way.
"HACKS" THATS THE NAME
Call the ministry of detail Ygetarts. It sounds unheard of and complicated enough to be respected, but is simply strategy backwards. Very simple.
Thank you all very much
At my company we call it, "Low Hanging Fruit"
8:30 i would love being able to see the balance before hand...
Invention or innovation, it can have a small cost and a large impact, it includes synergy, one might include the term tactical, or calculated, the scope is that of detail, rather than the greater scope of strategy. This leads to the interesting area of disruptive innovation research, such innovations overtake large organizations by means of cheaper processes and better products using newer technology.
In the end the best term would be disruptive innovation research.
If they executives occasionally asked the guy who works for them, for minimum wage, how his job could be made easier, I'm sure they'd have better ideas than the people sitting around the board-room table. Obviously the obligatory "longer breaks" and "better looking co-workers" are par for course, but basically the big-guys should work WITH the little-guys. It's a two-way street too, the boss might get some astounding ideas, the workers are motivated too just by asking for their opinion...win-win
"Touché" might work. A touch is elemental. In fencing it conveys that you hit the target.
Inspiration, genius, eureka, ingenuity...there are a TON of words that describe the fourth thing precisely because people are so attracted to it.
MINISTRY OF DETAIL is a fabulous fabulous idea however for staffing this ministry you have to head hunt those rare administrators who have the mental faculty of attention-to-detail. Another way to find such people is to add an input in the Annual Performance Reports Proformas which states this mental faculty on a scale of 1-10.
I do believe the job of the "Chief of detail" is called the User Experience designer. Their job is to make sure the user/customer experience is consistant all the way through the buying/consuming/whatever process.
Seems you were right… but also seems now that that title and the perceived value of it has pushed it into the high cost quadrant. Onto the next…
This guy is the man. great ted ex speech. Hit the ball out of park!
I love Canada for diamond shreddies
thats my dad :) im really proud :)
beautiful idea. thank you.
I have been baffled by up and down buttons the first time i came to heathrow.
@10Pups "Common Sense" is two words... But I agree with that statement nonetheless.
the word he is looking for is "Art".
example: while riding my bike yesterday i came across a dead parrot lying on the dirt on the side of a path near a school.
I stopped my bike, took some sticks, and layed the sticks around the parrot like a photo frame.
It took 10 seconds.
It's going to confuse a lot of people who see it.
A name for those details he is talking about already exists: nudges (plural of a nudge: a gentle push meant to give a signal or direct attention). Thaler & Sunsteing have written a book about that. The title of the book: "nudge".
Fascinating stuff
PERKS
practically inconsequential free stuff that adds inordinate value
making an acronym out of this shouldn't be too difficult - but I couldn't do it...
Pleasurable Extras Rewards Keepsake Stuff
see? not good. But I still like the word.
The word you are looking for is, or is close to: Amelioration. I draw this conclusion by the bipolar logic. By the definition of axis, Strategy and trivia are each conterparts. The conterpart of Concultancy (defined as: High economical cost (individual driven) and commonly associated idéas) is someone with low economical cost (group driven) and has uncommon association idéas. otherwise a word like am-al-crea (good natured with a relation to creating) is needed.
This guy is great
Call it SSUL = Small Stuff Users Love... Then you can say.... What's the SSULUTION? 😅
brilliant lecture!
@Sporin47 agreed, my thought was "Art" as well.
@SashaRancic Ummm...I agree to some extent..especially the intro literally bumping you from your seat...and yea actually problem with sound in lectures is maybe due to when speakers move their head to see slides...the mic got less voice..just a guess...
the name for that stuff. Well, "detail" is good. I like "micro-strategy" - or - "detail strategy" - psycho-strategy might be an entirely different and equally important thing.
"Ingenuity" doesn't cut it because ingenuity can happen at the largest scales also.
What about "resolution"?
SE quadrant = serendipity
@rarrmonkey I think the point was that there is no paid position for that 4th square.
Ingenuity. Research costs money. Ingenuity doesn’t. It also has a big effect.
Always the little things that make a big difference
@Saerain Yeah, that part of it really confused me. Why the hell would you log in except to see what your balance is? Do you have enough money to pay for something that you want? No? Then it'll have to wait.
Very good!
That 4th thing is "Thoughtfulness"
I would call that quadrant: CREATIVITY
I know :)
13 years have passed, but I thought it would be possible to borrow some thoughts for the article, and of course, I will indicate the source..
Name of that stuff in 4th quadrant: "Jugaad"
kicking ass. the fourth group is kicking ass.
He should read Dan Ariely's work. That we are incredibly irrational (but all believe we're rational) fits perfectly with this. Most of what we do, we do because we have close to zero actual insight into how our neurons came to do what we did (fex, I have no evidence from an MRI machine or other recording device to determine how I made the decision between 2 or 3 slices of bread, thus, neither answer is rationally correct (not accounting for the day-calorie requirement divided by kcal per slice).
that think is called "Value Added" or Leverage
The #1 reason I ever log into my bank account online is to check my balance. In fact, I can't recall ever logging in for anything else. There's nothing much else to do. To actually transfer money I have to use PayPal.
@EyeMonniker No its not important, not urgent.
I like to run my life under the kiss rule! It works great and I achieve my goals in doing so.
same here
You need to look at the leaders of small charities for people who have mastered cheap but effective solutions and strategies
I'd call that word "Veritizing"... based on the name of Verity Lambert - the founding producer of the classic series of Doctor Who.
If there's ONE show that showcased how you can create a ton of value with no budget - that's Doctor Who... the New Series also showcases why a bigger budget doesn't always mean better results as well. ^_^
Q4 suggestion butterflies
You might set off to create The Ministry of Detail, but end up with the Department of Administrative Affairs..
Genius, that’s what I’d put. The ability to see the solution others cannot.
The bottom right quadrant may be called creative expression, but I like the 'low hanging fruit' comment also
I think the fourth quadrant should be called "Tweaklidge"-- Strategy's anti-particle... small tweaks and (hopefully) disproportionate results :-)
BRILLIANT!!! BRILLIANT!!!
Rightfully so, he is a bright guy.
Is it really that inconvenient to turn down the volume, and then up again?
sophistication
fantastic talk! inspired by the small stuff :)
its the butterfly effect when the smallest thing can have the biggest effect.
i suppose butterfly efficency officer dosent sound to good for a job title but it is accurate to what he is describing
That field is called product-service system design! :D
Cool, thought you were just trolling at first. Great Stuff.
@10Pups What's common sense to one person is not so to another person!
I call that bottom-right quadrant "win-win."
Tiny, insignificant things that can produce a lot more than they're worth:
Tribbles. We need a department of tribbles.
Amplification.
rory, they desparately need that position. but that can be supplemented or complimented or substituted by another source. who? ...the customers and users of your products. they use the product every day and are completely qualified to tell you what they want. :) listen corporations (they won't read this), the answers have already been given to you. listen to and work with your customers. ask the people in the trenches what they notice, want and need. great speech!!!
I think the fourth quadrant could be called "Creativity".
It's called the Ministry of Efficiency
Ergonomics is the word. 99% of the times it is ergonomics that is lacking in certain areas of the finished project.
The fourth thing is called "Jugaad" in India. And we see that every now and then, everywhere.
Creativity, that is the fourth thing.
call it 'super stuff' :)
he is my dad. :) I like economics and phsycology, and I haven't even started secondary school yet! LOL
This is the best youtube comment.
"opportunia" (pl. of opportunitis) :P
what do u mean? keep dreaming? see that picture? that is me and my dad, in our garden when i was younger, when he fell asleep with a bucket on his head.
4th quadrant... perspective-based decision making. That could probably be shortened a great deal.
How about butterflies as a name for it. As in the butterfly effect
the forth section should just be called "insentive" or "ingenuity"
I call the stuff creativity.
Fourth word = Truth
commonsense should be in 4th box
simplicity