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RS

Rory Sutherland

04/10/25

@ EPIC Conjoint

In the real world, the opposite of a good idea can also be another good idea, and sometimes the best solution involves contradictory approaches.

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EC

Rory Sutherland – How human behaviour regularly defies logic and supporting data

@ EPIC Conjoint

Rory Sutherland – How human behaviour regularly defies logic and supporting data

04/10/25

Related Takeaways

RS

Rory Sutherland

01/23/24

@ Chris Williamson

Rory believes that the opposite of a good idea might be another good idea, emphasizing the value of diverse perspectives in problem-solving.

JO

John Ousterhout

04/09/25

@ The Pragmatic Engineer

Designing things twice can lead to better outcomes, as the first idea is often not the best; forcing oneself to think of alternatives can yield superior solutions.

YC

Y Combinator Cast

03/03/22

@ Y Combinator

The genius and the idiot often reach the same conclusion; sometimes, the simplest approach is the most effective.

DM

Danielle Morrill

02/24/15

@ Y Combinator

Sometimes the things you think are not a good use of time can turn out to be valuable, while things you think are great uses of time may not be.

PB

Paul Buchheit

03/07/18

@ Y Combinator

I'm not limiting myself to good ideas; many of my ideas are not good, but this is relevant to startups because often good ideas look bad initially.

RS

Rory Sutherland

01/23/24

@ Chris Williamson

In advertising, the most effective ideas often come from unexpected places, highlighting the importance of open-mindedness in problem-solving.

GT

Garry Tan

04/22/20

@ Garry Tan

New insights are hard to come by because good ideas are rare, and bad ideas can nullify perfect execution, causing talented founders to struggle despite having great resources.

PB

Paul Buchheit

07/31/14

@ Y Combinator

The best opportunities often lie in our collective blind spots, which may appear to be bad ideas or unimportant.

PG

Paul Graham

03/19/17

@ Y Combinator

Counterintuitive ideas contradict your intuitions, which is why founders often ignore them; they seem wrong at first.