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How to use Magic to Win Big in a World of Logic
11 Rules of Alchemy by @rorysutherland
#wowthreads
[THREAD]
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11 Rules of Alchemy by @rorysutherland
#wowthreads
[THREAD]
1. The opposite of a good idea can also be a good idea
In school we are taught simple models that contain a singular answer.
In the complex system of life, good ideas can emerge from the most unexpected places.
Eg Dyson making luxury cleaners (who would've predicted that?)
In school we are taught simple models that contain a singular answer.
In the complex system of life, good ideas can emerge from the most unexpected places.
Eg Dyson making luxury cleaners (who would've predicted that?)
2. Don’t design for average
Don't solve problems for an average representative individual.
Instead, solve problems for a specific person.
“Metrics, and especially averages, encourage you to focus on the middle of a market, but innovation happens at the extremes.”
Don't solve problems for an average representative individual.
Instead, solve problems for a specific person.
“Metrics, and especially averages, encourage you to focus on the middle of a market, but innovation happens at the extremes.”
3. It doesn’t pay to be logical if everyone else is being logical
In a competitive market you will find most businesses just copy each other in a race to the bottom.
The minority who are truly innovative go from Zero to One (Apple, Tesla, Google etc)
In a competitive market you will find most businesses just copy each other in a race to the bottom.
The minority who are truly innovative go from Zero to One (Apple, Tesla, Google etc)
4. The nature of our attention affects the nature of our experience
There is a reason why people who obsess over the news are often very miserable, angry and toxic.
If you want to change your audience's experience, change their attention.
There is a reason why people who obsess over the news are often very miserable, angry and toxic.
If you want to change your audience's experience, change their attention.
5. A flower is simply a weed with an advertising budget
Costly signaling is a way of creating meaning.
The reason why couples spend $1000s in wedding invitations instead of sending a plain text email is because it signals that the matrimony is a meaningful event.
Costly signaling is a way of creating meaning.
The reason why couples spend $1000s in wedding invitations instead of sending a plain text email is because it signals that the matrimony is a meaningful event.
6. The problem with logic is that it kills off magic
Being overly reliant on logic kills off your chances of enjoying Lucky Accidents.
Getting lucky in life is often just as simple as testing lots of weird ideas, failing and stumbling upon luck.
Being overly reliant on logic kills off your chances of enjoying Lucky Accidents.
Getting lucky in life is often just as simple as testing lots of weird ideas, failing and stumbling upon luck.
7. A good guess which stands up to observation is still science. So is a lucky accident.
Don't let methodological purity limit the size of possible solutions.
Many of the world's biggest discoveries were made by complete fluke eg the discovery of penicillin.
Don't let methodological purity limit the size of possible solutions.
Many of the world's biggest discoveries were made by complete fluke eg the discovery of penicillin.
8. Test counter-intuitive things only because no one else will
In a world where most people rely on logical purity, there are great opportunities to be discovered by being illogical.
Case in point: the first iPhone was objectively not very good (chunky, crap battery etc)
In a world where most people rely on logical purity, there are great opportunities to be discovered by being illogical.
Case in point: the first iPhone was objectively not very good (chunky, crap battery etc)
9. Solving problems using rationality is like playing golf with only one club
What is left out of your model may be just as important as what's included in your model.
Don't be afraid to entertain crazy ideas because not all problems can be solved with logic.
What is left out of your model may be just as important as what's included in your model.
Don't be afraid to entertain crazy ideas because not all problems can be solved with logic.
10. Dare to be trivial
In direct response marketing, a trivial change such as moving a few words around in the headline can sometimes lead to a significant boost in sales.
In direct response marketing, a trivial change such as moving a few words around in the headline can sometimes lead to a significant boost in sales.
11. If there were a logical answer, we would have found it.
Often the simplest way to solve a problem is to ask the question no one else is asking but that requires taking the risk of possibly looking stupid.
Dare to look stupid.
Often the simplest way to solve a problem is to ask the question no one else is asking but that requires taking the risk of possibly looking stupid.
Dare to look stupid.
