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Rory Sutherland

04/10/25

@ EPIC Conjoint

The worst mistake in marketing is assuming that a discount doesn't need promotion. How a discount is presented can significantly affect its perceived value and effectiveness.

Video

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

Michael Seibel

09/06/18

@ Y Combinator

Discounting your product can be detrimental; instead, structure discounts based on value and urgency to encourage sales.

Rory Sutherland

04/10/25

@ EPIC Conjoint

The way we perceive discounts can be influenced by how they are presented. A discount exclusive to loyalty program members is perceived as more valuable than a general discount available to everyone.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To effectively market, brands should communicate the negative consequences customers might face if they do not engage with their products or services.

Robert Greene

10/09/22

@ Lewis Howes

Many artists fail because they think promoting their work sullies its value, but successful artists understand the importance of marketing themselves.

Brad Flora

07/08/22

@ Y Combinator

Many founders mistakenly believe that spending on marketing, especially through ads, will guarantee growth, but this often leads to wasted resources without learning valuable lessons.

Rory Sutherland

08/01/22

@ The Diary Of A CEO

The psychological aspect of marketing often outweighs the rational; for example, consumers may trust a more expensive product over a cheaper one, even if the cheaper product is of equal quality.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Emphasizing potential loss in marketing is more effective than focusing solely on gains; people are more motivated to avoid losses than to achieve gains.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands that fail to warn customers about potential negative outcomes miss the opportunity to engage them effectively.

Krithika Shankarraman

05/25/25

@ Lenny's Podcast

I've learned the importance of maintaining high quality in marketing communications. Companies that prioritize speed often overlook the significance of consistency and quality, which can ultimately harm their brand.