Recently discovered you Rory, bought the book and everything. But I’m guessing an ad man like you this wasn’t accidental. Always a phenomenal source of inspiration to find new ways of thinking about how I go about marketing and running my own small drinks business. I’d say I’ve probably recouped the book money at the very least.
Rory, can you remember a British inventor by the name of Trevor Bayliss; better known for the Baygen wind up radio, but also did a can crusher. 30+ years ago.
Hi Rory. Thanks for uploading this video. I've been binge watching your 'back catelog' in all sorts of podcasts, interviews, TED, etc. Really enjoyed Alchemy too. Such amazing insights. Love it. Cheers.
Im from South Africa, in the same vein as your idea about a pandemic being needed to make video conferencing popular, here the government power infrastructure has been failing for years and so the whole country is very very often without power. As a result, the solar industry is booming. If you can afford it believe me you will get it installed asap.
When I first got a flat it had a good sized balcony (top floor), so I looked at getting a green power generator that had a solar panel & a small windmill (& ideally some manual charge coupling points you could hook up & covert from various exercise equipment, i.e. bike, trampoline, rowing machine, tension bands etc. Not only was anything like this hard to find but once I did find a unit that partially met this I discovered that rules & regs meant it needed to be unfeasibly distant from anyone else's property. (& as Robert Murray-Smith has demonstrated the wind mill doesn't even need to be an unsightly wildlife danger either & oscillator capture devices could be very modular).
I do completely agree with you. But just two points: Companies like in the Red Bull example don't have to convince everyone, they only need to convince to a niche or an audience, which can be a minority, you don't need to convice 80% of the poppulation to drink Red Bull, in fact more people doesn't drink red bull than thry drink it. What I try to mean is that if in a certain company board of directors nobody would ever pay extra for a drink because of those imaginatives and right reasons, nobody will be convinced to take the risk and apply those desitions. If I was the CEO of Red Bull I would say: why do we have to do that? I would never pay for that! So one big problem for those imaginative ideas is that the own high level managers don't have any link or attachment with the product or the brand! So they only take desitions by objective and mathematical processes. (BTW tslightly related to Red Bull... Monster has been growing like hell, with a particular strategy opposite to Red Bull: OUR CAN IS BIG!!! Some notes about Monster's strategy would be really appreciated.) The second point is just a particularity: I am from Catalonia, Barcelona, I would never consider canned or brick water better than plastic bottle. But I do with glass bottle. And I believe it will be considered like that across all the Mediterranean. Maybe it's a cultural difference? My thoughts on this is that we associate cans with a factory, lines of production: we know that Coca-Cola is made in a factory and that you need at least a workshop to brew beer. So it isn't a big deal. But water, water comes from natural sources surrounded by beautiful trees and deers dancing among the source, so a can is out of context there. A bottle, even if it is made out of plastic, it's easier to associate with the act that the bottle is filled by hand, like you would do in a natural source of water. Even if that is completely fake.
If I recall correctly aluminium conducts heat really well, thus making the can feel cooler on your lips or in your hand when it conducts heat from you into the can and from there, into the air. Our elephant goes "This feels cool so it must be very refreshing!"
but also on the other end is people want the tech to be good enough that its 1.easy to use and 2. reliable. i remember the first gen of air-fryers being a coin toss, difficult to use and clean. and i suppose if you went far enough back to getting broadband or even electricity into your home youd want to be certain its safe and can be easily fixed when it breaks.
My problem is that I often spot a (new) product which is brilliant and I but it. Only for it to disappear from the stores, because it did not catch on with the rest of the world.
I'm from India. At home (this is true for most households), we drink water here in a stainless steel cup or bottle (richer folks use glass cups). We drink from a plastic bottle when we are traveling or if we don't trust the water purity. You don't drink water?????????😂
Who else tried eating Bonio dog biscuits as a child and found them perfectly palatable? I've thought that McDonalds (or any other fast food chain with parking lots) should have done a deal with Tesla by now to bring more people to eat a cheeseburger in the time it takes to recharge their car. Seems like perfect synergy to me. I'm also waiting for a guy with a shammie cloth to to see the opportunity and offer to clean my car while it's charging too.
Rory the problem with aluminum is it's insanely neurotoxic. It shouldn't be widespread and with RFK in charge this will be devastating for it and rightly so.
Incorrect, this is not how canning works. The liquid is not in contact with the aluminium. RFK is another stupid choice for a role which needs rational thought, but thats what you all chose.
@@stacyliddell5038 sorry but no they are stable thin films and there is no evidence of shedding. When the item is crushed they could become a minor source but generall the film will be combusted during aluminium recycling.
@@nickgray123 could you share your source for that? I would imagine tinned soup is hot when it goes into the can, which would be more likely to leach into the soup than water in a can.
Before consuming Rory Sutherland Content: What does this guy know? Old fart from an old company that's no longer relevant from an ancient has been industry. He looks half deranged and he speaks with a funny accent. After consuming Rory Sutherland Content: Grows out hair, brain expands, IQ increases, Says "aluminium" complete with British accent, now thinks people that don't follow are simply inferior beings.
Recently discovered you Rory, bought the book and everything. But I’m guessing an ad man like you this wasn’t accidental. Always a phenomenal source of inspiration to find new ways of thinking about how I go about marketing and running my own small drinks business. I’d say I’ve probably recouped the book money at the very least.
The vending machine/charger idea: GENIUS!!!
Dibs!
Thanks
Thank you very much indeed!
Rory, you’re a walking encyclopaedia! 😊
Rory thank you for posting these videos man! We appreciate it a ton
Glad you like them!
Thanks Rory.
Rory, can you remember a British inventor by the name of Trevor Bayliss; better known for the Baygen wind up radio, but also did a can crusher. 30+ years ago.
Interesting to note that in Korea, beer is often sold in plastic bottles when it is the larger sizes. Was strange to see at first.
Hi Rory. Thanks for uploading this video. I've been binge watching your 'back catelog' in all sorts of podcasts, interviews, TED, etc. Really enjoyed Alchemy too. Such amazing insights. Love it. Cheers.
Im from South Africa, in the same vein as your idea about a pandemic being needed to make video conferencing popular, here the government power infrastructure has been failing for years and so the whole country is very very often without power. As a result, the solar industry is booming. If you can afford it believe me you will get it installed asap.
Excellent!
Insightful and easily comparable when launching a new business service concept. Thanks very much.
When I first got a flat it had a good sized balcony (top floor), so I looked at getting a green power generator that had a solar panel & a small windmill (& ideally some manual charge coupling points you could hook up & covert from various exercise equipment, i.e. bike, trampoline, rowing machine, tension bands etc.
Not only was anything like this hard to find but once I did find a unit that partially met this I discovered that rules & regs meant it needed to be unfeasibly distant from anyone else's property.
(& as Robert Murray-Smith has demonstrated the wind mill doesn't even need to be an unsightly wildlife danger either & oscillator capture devices could be very modular).
I do completely agree with you. But just two points:
Companies like in the Red Bull example don't have to convince everyone, they only need to convince to a niche or an audience, which can be a minority, you don't need to convice 80% of the poppulation to drink Red Bull, in fact more people doesn't drink red bull than thry drink it. What I try to mean is that if in a certain company board of directors nobody would ever pay extra for a drink because of those imaginatives and right reasons, nobody will be convinced to take the risk and apply those desitions. If I was the CEO of Red Bull I would say: why do we have to do that? I would never pay for that! So one big problem for those imaginative ideas is that the own high level managers don't have any link or attachment with the product or the brand! So they only take desitions by objective and mathematical processes.
(BTW tslightly related to Red Bull... Monster has been growing like hell, with a particular strategy opposite to Red Bull: OUR CAN IS BIG!!! Some notes about Monster's strategy would be really appreciated.)
The second point is just a particularity: I am from Catalonia, Barcelona, I would never consider canned or brick water better than plastic bottle. But I do with glass bottle. And I believe it will be considered like that across all the Mediterranean. Maybe it's a cultural difference? My thoughts on this is that we associate cans with a factory, lines of production: we know that Coca-Cola is made in a factory and that you need at least a workshop to brew beer. So it isn't a big deal. But water, water comes from natural sources surrounded by beautiful trees and deers dancing among the source, so a can is out of context there. A bottle, even if it is made out of plastic, it's easier to associate with the act that the bottle is filled by hand, like you would do in a natural source of water. Even if that is completely fake.
Sorry for my grammar typos. I am writting fas from my phone.
Ironically Rory hasn’t seen the Hyundai advert 😉 but in all seriousness good ideas well explained.
Thanks for that!
Just read Alchemy, love your stuff Rory. On my way to becoming a Georgist as well haha
If I recall correctly aluminium conducts heat really well, thus making the can feel cooler on your lips or in your hand when it conducts heat from you into the can and from there, into the air. Our elephant goes "This feels cool so it must be very refreshing!"
This is fantastic content. Thanks so much. I just cannot understand the appeal of Liquid Dearh .... I really have tried.
but also on the other end is people want the tech to be good enough that its 1.easy to use and 2. reliable. i remember the first gen of air-fryers being a coin toss, difficult to use and clean. and i suppose if you went far enough back to getting broadband or even electricity into your home youd want to be certain its safe and can be easily fixed when it breaks.
The neurotoxicity of aluminium comes through cooking and scraping. A can does not present these problems.
The same applies to deodorants which contain it. Ditch them too
My problem is that I often spot a (new) product which is brilliant and I but it. Only for it to disappear from the stores, because it did not catch on with the rest of the world.
I'm from India. At home (this is true for most households), we drink water here in a stainless steel cup or bottle (richer folks use glass cups).
We drink from a plastic bottle when we are traveling or if we don't trust the water purity.
You don't drink water?????????😂
Who else tried eating Bonio dog biscuits as a child and found them perfectly palatable?
I've thought that McDonalds (or any other fast food chain with parking lots) should have done a deal with Tesla by now to bring more people to eat a cheeseburger in the time it takes to recharge their car. Seems like perfect synergy to me.
I'm also waiting for a guy with a shammie cloth to to see the opportunity and offer to clean my car while it's charging too.
Rory the problem with aluminum is it's insanely neurotoxic. It shouldn't be widespread and with RFK in charge this will be devastating for it and rightly so.
Incorrect, this is not how canning works. The liquid is not in contact with the aluminium. RFK is another stupid choice for a role which needs rational thought, but thats what you all chose.
Cans are coated with plastic internally...
@@nickgray123there is plastic in cans and the liquid gets microplastics in it. So they're still a poor choice.
@@stacyliddell5038 sorry but no they are stable thin films and there is no evidence of shedding. When the item is crushed they could become a minor source but generall the film will be combusted during aluminium recycling.
@@nickgray123 could you share your source for that? I would imagine tinned soup is hot when it goes into the can, which would be more likely to leach into the soup than water in a can.
It's because it doesn't pick up the cold
Spot on. Coca-Cola is much better from a glass bottle. It keeps cold. Next one is a can.
Before consuming Rory Sutherland Content: What does this guy know? Old fart from an old company that's no longer relevant from an ancient has been industry. He looks half deranged and he speaks with a funny accent.
After consuming Rory Sutherland Content: Grows out hair, brain expands, IQ increases, Says "aluminium" complete with British accent, now thinks people that don't follow are simply inferior beings.