The perceived value matters more than the actual value. A train journey with a countdown board feels shorter, even if the travel time is identical, because the uncertainty is removed.
The frame controls the picture. To fix a problem, do not fix the engine. Fix the passenger's perception of time. alchemy rory sutherland pdf repack
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Sutherland’s main argument is that we live in a world obsessed with Newtonian logic. Businesses and governments try to solve problems by looking at data and spreadsheets, assuming humans are rational actors. However, Sutherland posits that "the opposite of a good idea can also be a good idea." To fix a problem, do not fix the engine
The following week, Julian’s boss presented the team with a crisis. The company had launched a new "Eco-Friendly Delivery Service." It was cheaper, slower, and used electric vans. The public hated it. They wanted their gas-guzzling, noisy vans back because they associated noise with reliability. The project was being scrapped.