Rory Sutherland’s Ted Talk

Rory Sutherland's talk concentrated on perception, mainly in advertising. He tells us about

the intangible value and how an intangible change can be as significant as a big change, all
you need is perception. He gave an example of Fredrick the Great of Prussia, who wanted its
people to take on potatoes as their daily food. But farmers had no intention of growing
potatoes, as it tastes weird. Then Fredrick the Great thought of a new step to market
potatoes. He declared potatoes as royal food, and only they could grow them on their
farms, and it will be guarded all the time by his guards. In this way, people got curious about
potatoes and started growing potatoes. Rory gave a few more incidents where it was not
required to make any big change. The only thing required is to present the thing with a new
perception. The analogy here is in advertising, you don't need to introduce new things,
sometimes familiar things can be presented with a new perception.