#63: Rory Sutherland | Why counter-intuitive thinking wins

13 insights saved from this video by @psychology

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People do not optimize utility alone. Habits, norms, and social proof strongly drive human behavior.
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A £15 penguin nightlight drew over 360,000 entries. A year of free energy worth more than £1,000 drew 67,000.
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In a recycling study, environmental and economic messages failed, while neighbor comparisons significantly changed behavior.
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Passengers tolerate a longer delay with a known end better than a shorter delay shrouded in uncertainty.
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Red Bull challenged the assumption that a soft drink has to taste particularly pleasant.
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Asking a mixologist for a recommendation turns an awkward request into a chance to use their expertise.
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The Boeing 787 used lighting, pressurization, humidity, and spatial cues to make flying feel less tiring and more spacious.
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A health recommendation can increase consumption by establishing trusted authority and making occasional behavior feel acceptable.
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Find a business opportunity by listing industry assumptions, then identifying which one is false now or soon will be.
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Punctuality is not the diagnosis. Identify the emotional variable that actually drives customer dissatisfaction.
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Facts about mask effectiveness do not automatically overcome the awkwardness people feel wearing one.
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A technology can work brilliantly yet remain unused because insufficient adoption creates a social and psychological barrier.
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Use behavioral science less for definitive answers than for testing a much wider range of interventions.

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