Life lessons from an ad man | Rory Sutherland

Translator: Jesper Laugesen Reviewer: Niels Justus

This is my first time at TED. Normally, as an advertising man,

Dette er min første gang på TED. Som reklamemand taler jeg

I actually speak at TED Evil, which is TED's secret sister

normalt på TED Evil - TED's hemmelige søsterorganisation -

that pays all the bills.

den der betaler regningerne.

It's held every two years in Burma.

Det bliver afholdt hvert andet år i Burma.

And I particularly remember a really good speech

Og jeg husker især en vældigt god tale

by Kim Jong Il on how to get teens smoking again.

af Kim Jong Il om hvordan man får teenagere til at ryge igen.

(Laughter)

(Latter)

But, actually, it's suddenly come to me after years working in the business,

Men faktisk er det, efter alle disse år i branchen, gået op for mig,

that what we create in advertising,

at det, vi skaber i reklamebranchen

which is intangible value -- you might call it perceived value,

det som er er immateriel værdi -- man kan kalde det opfattet værdi,

you might call it badge value, subjective value,

du kan kalde det brandværdi, subjektiv værdi,

intangible value of some kind --

en slags immateriel værdi --

gets rather a bad rap.

bliver vurderet ret negativt.

If you think about it, if you want to live in a world in the future

I er sikkert enige i, at hvis man ønsker at leve i en verden i fremtiden

where there are fewer material goods, you basically have two choices.

hvor der er færre materielle goder, så har i faktisk kun to valg.

You can either live in a world which is poorer,

Man kan enten leve i en verden, som er fattigere,

which people in general don't like.

hvilket folk generelt set ikke bryder sig om.

Or you can live in a world where actually intangible value

Eller man kan leve i en verden, hvor reel immateriel værdi

constitutes a greater part of overall value,

udgør en større andel af den samlede værdi

that actually intangible value, in many ways

faktisk, at immateriel værdi på mange måder

is a very, very fine substitute

er en meget, meget god erstatning

for using up labor or limited resources

til at bruge arbejdskraft eller begrænsede resourcer

in the creation of things.

til at skabe ting.

Here is one example. This is a train which goes from London to Paris.

Her er et eksempel. Dette er et tog, som går fra London til Paris.

The question was given to a bunch of engineers,

Spørgsmålet blev stillet til en flok ingeniører

about 15 years ago, "How do we make the journey to Paris better?"

for ca. 15 år siden: "Hvordan gør vi rejsen til Paris bedre?"

And they came up with a very good engineering solution,

Og de fandt frem til en meget god ingeniørløsning:

which was to spend six billion pounds

at bruge 6 milliarder pund

building completely new tracks

på at bygge helt nye spor

from London to the coast,

fra London til kysten

and knocking about 40 minutes off a three-and-half-hour journey time.

og gøre en tre-en-halv timers rejse cirka 40 minutter kortere.

Now, call me Mister Picky. I'm just an ad man ...

Nu kan I kalde mig en sur gammel mand, Jeg er bare reklamemand ...

... but it strikes me as a slightly unimaginative way of improving a train journey

... men det forekommer mig at være en lidt fantasiforladt måde at forbedre en togrejse -

merely to make it shorter.

blot at gøre den kortere.

Now what is the hedonic opportunity cost

Men hvor meget glæde ville vi få, i stedet for

on spending six billion pounds on those railway tracks?

at bruge 6 milliarder pund på de jernbaneskinner?

Here is my naive advertising man's suggestion.

Her er en naiv reklamemands forslag:

What you should in fact do is employ all of the world's top male

Man skulle tage at ansætte alle verdens mandlige og

and female supermodels,

og kvindelige topmodeller,

pay them to walk the length of the train, handing out free Chateau Petrus

betale dem for at gå frem og tilbage i toget og udlevere gratis Chateau Petrus

for the entire duration of the journey.

hele rejsen igennem.

(Laughter)

(Latter)

(Applause)

(Bifald)

Now, you'll still have about three billion pounds left in change,

Du ville stadig have omkring tre milliarder pund tilbage i byttepenge,

and people will ask for the trains to be slowed down.

Og folk ville bede om at togene kørte lidt langsommere.

(Laughter)

(Latter)

Now, here is another naive advertising man's question again.

OK. Her er en anden naiv reklamemands spørgsmål igen

And this shows that engineers,

Og dette viser, at ingeniører

medical people, scientific people,

medicinere, videnskabsfolk,

have an obsession with solving the problems of reality,

er besat af at løse virkelighedens problemer

when actually most problems, once you reach a basic level of wealth

selvom, når man har nået et basalt velfærdsniveau, er de fleste problemer

in society, most problems are actually problems of perception.

i samfundet i virkeligheden problemer med opfattelsen.

So I'll ask you another question.

Så jeg vil spørge jer om noget andet.

What on earth is wrong with placebos?

Hvad i alverden er der galt med placeboer?

They seem fantastic to me. They cost very little to develop.

De forekommer mig at være ganske fantastiske. De koster næsten ingenting at udvikle.

They work extraordinarily well.

De virker utroligt godt.

They have no side effects,

De har ingen bieffekter,

or if they do, they're imaginary, so you can safely ignore them.

og hvis de har, er de indbildte, så vi kan trygt ignorere dem.

(Laughter)

(Latter)

So I was discussing this. And I actually went to the Marginal Revolution blog

Så jeg diskuterede det. Og jeg besøgte rent faktisk bloggen Marginal Revolution

by Tyler Cowen. I don't know if anybody knows it.

af Tyler Cown. Jeg ved ikke, om nogen af jer kender den.

Someone was actually suggesting that you can take this concept further,

Nogen foreslog faktisk at man kan tage dette koncept endnu længere,

and actually produce placebo education.

og levere placebouddannelser.

The point is that education doesn't actually work by teaching you things.

Pointen er at uddannelse faktisk ikke virker ved at lære én noget.

It actually works by giving you the impression

Den virker i stedet ved at give dig indtrykket af

that you've had a very good education, which gives you an insane sense

at man har fået en rigtig god uddannelse, hvilket giver een en sindssyg fornemmelse

of unwarranted self-confidence,

af uberettiget selvtillid,

which then makes you very, very successful in later life.

hvilket så gør dig meget, meget succesfuld senere i livet.

So, welcome to Oxford, ladies and gentlemen.

Så. Velkommen til Oxford, mine damer og herrer.

(Laughter)

(Latter)

(Applause)

(Bifald)

But, actually, the point of placebo education is interesting.

Men faktisk er pointen med placebouddannelse interessant.

How many problems of life can be solved

Hvor mange af livets problemer kan løses ved at

actually by tinkering with perception,

eksperimentere med opfattelsen,

rather than that tedious, hardworking and messy business

i stedet for alt det kedelige, hårde og besværlige arbejde

of actually trying to change reality?

med faktisk at ændre virkeligheden?

Here's a great example from history. I've heard this attributed to several other kings,

Her er et glimrende eksempel fra historien. Jeg har hørt det tilskrevet flere konger,

but doing a bit of historical research,

men efter en smule historisk research

it seems to be Fredrick the Great.

synes det at være Frederik den Store.

Fredrick the Great of Prussia was very, very keen

Frederik den Store af Preusen var meget opsat

for the Germans to adopt the potato and to eat it,

på at få tyskerne til at tage kartoflen til sig og spise den.

because he realized that if you had two sources of carbohydrate,

Han forstod, at hvis man har to kilder til kulhydrater,

wheat and potatoes, you get less price volatility in bread.

hvede og kartofler, så vil man få meget mindre prisudsving på brød.

And you get a far lower risk of famine,

Og man får en meget mindre risiko for hungersnød,

because you actually had two crops to fall back on, not one.

fordi man har to afgrøder at falde tilbage på, ikke kun en.

The only problem is: potatoes, if you think about it, look pretty disgusting.

Det eneste problem er: Kartofler ser, sådan set, ret ulækre ud.

And also, 18th century Prussians ate very, very few vegetables --

Og derudover spiser 1800-tals preussere meget få grøntsager --

rather like contemporary Scottish people.

ligesom vore dages skotter.

(Laughter)

(Latter)

So, actually, he tried making it compulsory.

Så, han prøvede at gøre det obligatorisk.

The Prussian peasantry said,

De preussiske bønder sagde:

"We can't even get the dogs to eat these damn things.

"Vi kan ikke engang få hundene til at spise de forbandede knolde.

They are absolutely disgusting and they're good for nothing."

De er ulækre og ubrugelige."

There are even records of people being executed

Der er sågar optegnelser over folk, der er blevet henrettet

for refusing to grow potatoes.

for at nægte at dyrke kartofler.

So he tried plan B.

Så han prøvede plan B.

He tried the marketing solution, which is he declared the potato

Han prøvede markedsføringsløsningen, hvor han erklærede kartoflen for

as a royal vegetable, and none but the royal family could consume it.

en kongelig grøntsag. Og ingen andre end den kongelige familie måtte spise den.

And he planted it in a royal potato patch,

Og han plantede den i en kongelig kartoffelhave,

with guards who had instructions

med vagter med instruks om at

to guard over it, night and day,

vogte den dag og nat,

but with secret instructions not to guard it very well.

men med hemmelig instruks om ikke at vogte den særlig godt.

(Laughter)

(Latter)

Now, 18th century peasants know that there is one

Nu ved en 1800-tals bonde godt, at der er en

pretty safe rule in life, which is if something is worth guarding,

ret sikker regel i livet: Hvis der er noget der er værd at bevogte,

it's worth stealing.

Så er det værd at stjæle.

Before long, there was a massive underground

Inden længe var der en massiv undergrunds

potato-growing operation in Germany.

kartoffeldyrkende operation i Tyskland.

What he'd effectively done is he'd re-branded the potato.

Hvad han rent faktisk havde gjort var at re-brande kartoflen.

It was an absolute masterpiece.

Et absolut mesterværk.

I told this story and a gentleman from Turkey came up to me and said,

Jeg fortalte denne historie, og en mand fra Tyrkiet kom op til mig og sagde:

"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."

"Meget, meget god markedsfører, Frederik den Store. Men han slår ikke Ataturk."

Ataturk, rather like Nicolas Sarkozy,

Ataturk var, lidt ligesom Nicolas Sarkozy,

was very keen to discourage the wearing of a veil,

meget opsat på at stoppe brugen af tørklæder

in Turkey, to modernize it.

i Tyrkiet, for at modernisere samfundet.

Now, boring people would have just simply banned the veil.

Nu ville kedsommelige mennesker blot forbyde tørklædet.

But that would have ended up with a lot of awful kickback

Men det ville have givet en masse modpres

and a hell of a lot of resistance.

og en pokkers masse modstand.

Ataturk was a lateral thinker.

Ataturk var tænkte bredt.

He made it compulsory for prostitutes to wear the veil.

Han gjorde det obligatorisk for prostituerede at bære tørklæde.

(Laughter)

(Latter)

(Applause)

(Bifald)

I can't verify that fully, but it does not matter.

Jeg kan ikke bekræfte det fuldstændigt. Men det er ligegyldigt.

There is your environmental problem solved, by the way, guys:

Sådan løses jeres miljøproblemer i øvrigt:

All convicted child molesters

Alle dømte børnemishandlere

have to drive a Porsche Cayenne.

skal tvinges til at køre en Porsche Cayenne.

(Laughter)

(Latter)

What Ataturk realized actually is two very fundamental things.

Hvad Ataturk forstod var i virkeligheden to meget fundamentale ting.

Which is that, actually, first one,

Det første er, at

all value is actually relative.

al værdi er relativ.

All value is perceived value.

Al værdi er opfattet værdi.

For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."

For dem af jer, som ikke taler spansk: juho de naranja - er det samme som "orange juice"

Because actually it's not the dollar. It's actually the peso

Fordi det faktisk ikke er Dollaren, det er Peso'en

in Buenos Aires. Very clever Buenos Aires street vendors

i Buenos Aires. Meget kløgtige gadehandlere i Buenos Aires

decided to practice price discrimination

besluttede at gennemføre en prisdifferentiering

to the detriment of any passing gringo tourists.

til skade for forbipasserende Gringo turister.

As an advertising man, I have to admire that.

Som reklamemand må jeg beundre det.

But the first thing is that all value is subjective.

Men først og fremmest viser det, at al værdi er subjektiv.

Second point is that persuasion is often better than compulsion.

Den anden pointe er, at overtalelse ofte er bedre end tvang.

These funny signs that flash your speed at you,

Disse sjove skilte, der viser dig din hastighed,

some of the new ones, on the bottom right,

nogle af de nye, nederst til højre

now actually show a smiley face or a frowny face,

viser nu en smiley eller en sur smiley,

to act as an emotional trigger.

for at udløse en følelse.

What's fascinating about these signs is they cost about 10 percent

Det fascinerende ved disse skilte er, at de koster omkring 10 procent

of the running cost of a conventional speed camera,

af en almindelig hastighedskontrol.

but they prevent twice as many accidents.

Men de forhindrer dobbelt så mange ulykker.

So, the bizarre thing, which is baffling

Så, det bizarre ved det her, som er så forvirrende

to conventional, classically trained economists,

for konventionelle, klasssisk uddannede økonomer,

is that a weird little smiley face

er, at den mærkelige lille smiley

has a better effect on changing your behavior

har en større handlingsændrende effekt

than the threat of a £60 fine and three penalty points.

end truslen om en £60 bøde og tre straf-point

Tiny little behavioral economics detail:

En lille adfærdsøkonomisk detalje:

in Italy, penalty points go backwards.

I Italien går strafpoint baglæns.

You start with 12 and they take them away.

Man starter med 12 og så bliver de taget fra een.

Because they found that loss aversion

Fordi de fandt ud af, at det at tabe point

is a more powerful influence on people's behavior.

har en større indflydelse på folks adfærd.

In Britain we tend to feel, "Whoa! Got another three!"

I Storbritttanien har vi det ofte med at tænke: "Uha! Fik tre mere!"

Not so in Italy.

Sådan er det ikke i Italien.

Another fantastic case of creating intangible value

En anden fantastisk case om at skabe imaterial værdi

to replace actual or material value, which remember, is what,

er at erstatte konkret eller materiel værdi, hvilket I husker, er hvad

after all, the environmental movement needs to be about:

miljøbevægelsen bør dreje sig om:

This again is from Prussia, from, I think, about 1812, 1813.

Dette er igen fra Preusen, fra, tror jeg, omkring 1812, 1813.

The wealthy Prussians, to help in the war against the French,

De rige preussere, for at hjælpe i krigen mod franskmændene,

were encouraged to give in all their jewelry.

blev opfordret til at donere alle deres smykker.

And it was replaced with replica jewelry

Og det blev erstattet med replikasmykker

made of cast iron.

lavet af støbejern.

Here's one: "Gold gab ich für Eisen, 1813."

Her er en: "Gold gab ich für Eisen, 1813."

The interesting thing is that for 50 years hence,

Det interessante er, at 50 år senere

the highest status jewelry you could wear in Prussia

var de smykker, der gav den højeste status i Preussen

wasn't made of gold or diamonds.

ikke lavet af hverken guld eller diamanter.

It was made of cast iron.

De var lavet af støbejern.

Because actually, never mind the actual intrinsic value

Fordi, uagtet den reelle værdi

of having gold jewelry. This actually

af guldsmykker, så havde de

had symbolic value, badge value.

symbolsk værdi, brandværdi.

It said that your family had made a great sacrifice in the past.

Det viste, at ens familie havde gjort et stort offer i fortiden.

So, the modern equivalent would of course be this.

Så, den moderne ækvivalent ville være dette.

(Laughter)

(Latter)

But, actually, there is a thing, just as there are Veblen goods,

Men, faktisk er der en ting, ligesom der er Veblen-goder

where the value of the good depends on it being expensive and rare --

hvor værdien af godet afhænger af at det er dyrt og sjældent --

there are opposite kind of things

der er modsatte typer af ting

where actually the value in them depends on them being

hvor værdien af dem faktisk afhænger af at være

ubiquitous, classless and minimalistic.

allestedsnærværende, klasseløse og minimalistiske.

If you think about it, Shakerism was a proto-environmental movement.

Hvis I tænker over det, så var Shakerismen en proto-miljøbevægelse.

Adam Smith talks about 18th century America,

Adam Smith snakker om USA i det 18. århundrede,

where the prohibition against visible displays of wealth was so great,

hvor modstanden mod synlige tegn på rigdom var så stor,

it was almost a block in the economy in New England,

at den næsten blokerede økonomien i New England,

because even wealthy farmers could find nothing to spend their money on

fordi selv rige landmænd ikke kunne finde på noget at bruge deres penge på

without incurring the displeasure of their neighbors.

uden at vække deres naboers mishag.

It's perfectly possible to create these social pressures

Det er absolut muligt at skabe et sådant socialt pres

which lead to more egalitarian societies.

som leder til mere egalitære samfund.

What's also interesting, if you look at products

Det er også interessant, at hvis man kigger på produkter

that have a high component

med en høj andel af

of what you might call messaging value,

hvad man kunne kalde meddelelsesværdi,

a high component of intangible value, versus their intrinsic value:

en høj andel af immateriale værdi i forhold til deres iboende værdi:

They are often quite egalitarian.

De er ganske ofte egalitære.

In terms of dress, denim is perhaps the perfect example of something

Hvis man fx kigger på tøj er denim måske det perfekte eksempel på noget

which replaces material value with symbolic value.

hvor material værdi afløses af symbolsk værdi.

Coca-Cola. A bunch of you may be a load of pinkos,

Coca-Cola. En stor del af jer kan være nok så venstreorienterede,

and you may not like the Coca-Cola company,

og kan måske ikke lide virksomheden Coca-Cola.

but it's worth remembering Andy Warhol's point about Coke.

Men det er værd at huske Andy Warhols' pointe om Coke.

What Warhol said about Coke is, he said,

Det Warhol sagde om Coke er,

"What I really like about Coca-Cola is the president of the United States

"Hvad jeg virkelig godt kan lide ved Coca-Cola er, at USA's præsident

can't get a better Coke than the bum on the corner of the street."

ikke kan få en bedre Coca-Cola end bumsen på gadehjørnet."

Now, that is, actually, when you think about it -- we take it for granted --

Nu er det, hvis I tænker over det, noget som vi tager for givet --

it's actually a remarkable achievement,

det er faktisk bemærkelsesværdigt at kunne

to produce something that's that democratic.

producerede noget, der er så demokratisk.

Now, we basically have to change our views slightly.

Nu bliver vi nødt til at ændre vores synsvinkel en smule.

There is a basic view that real value involves making things,

Der er en antagelse om, at ægte værdi involverer at producere ting,

involves labor. It involves engineering.

involverer arbejde. Involvererer ingeniørkunst.

It involves limited raw materials.

Involverer begrænsede råmaterialer.

And that what we add on top is kind of false. It's a fake version.

Og at det, som vi putter ovenpå er falskt. Det er en kopiversion.

And there is a reason for some suspicion and uncertainly about it.

Og der er grund til mistænksomhed og usikkerhed omkring det.

It patently veers toward propaganda.

Det vækker mindelser om propaganda.

However, what we do have now

Men, det vi har nu er

is a much more variegated media ecosystem

et langt mere varieret medie-økosystem

in which to kind of create this kind of value, and it's much fairer.

hvor vi kan skabe den slags værdi. Og det er langt mere fair.

When I grew up, this was basically the media environment of my childhood

Da jeg voksede op, var det her grundlæggende mediebilledet af min barndom

as translated into food.

oversat til mad.

You had a monopoly supplier. On the left,

I har en monopol leverandør. Til venstre

you have Rupert Murdoch, or the BBC.

har I Rupert Murdoc, eller BBC.

(Laughter)

(Latter)

And on your right you have a dependent public

Og til højre har I den afhængige offentlighed

which is pathetically grateful for anything you give it.

som er patetisk taknemmelig for hvad end de kan få.

(Laughter)

(Latter)

Nowadays, the user is actually involved.

I dag er brugeren faktisk involveret.

This is actually what's called, in the digital world, "user-generated content."

Det er det, som i den digitale verden, bliver kaldt "bruger-genereret indhold".

Although it's called agriculture in the world of food.

Selvom det bliver kaldt landbrug, i madverdenen.

(Laughter)

(Latter)

This is actually called a mash-up,

Dette er faktisk et mix,

where you take content that someone else has produced

hvor man tager et indhold, som nogle andre har produceret♫

and you do something new with it.

og gør noget nyt med det.

In the world of food we call it cooking.

Også kaldet madlavning.

This is food 2.0,

Dette er mad 2.0,

which is food you produce for the purpose of sharing it with other people.

det er mad man producerer med det formål at dele det med andre.

This is mobile food. British are very good at that.

Dette er mobil mad. Briter er ret gode til det.

Fish and chips in newspaper, the Cornish Pasty,

Fish and chips i en avis, Cornish Pastie

the pie, the sandwich.

en pie, en sandwich.

We invented the whole lot of them.

Vi opfandt dem alle.

We're not very good at food in general. Italians do great food,

Vi er generelt ikke særlig gode til mad. Italienerne laver god mad.

but it's not very portable, generally.

Men den er generelt ikke særlig bærbar.

(Laughter)

(Latter)

I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.

Jeg lærte det først forleden dag. Jarlen af Sandwich opfandt ikke sandwichen.

He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.

Han opfandt Toasty. Men Jarlen af Toasty ville være et latterligt navn.

(Laughter)

(Latter)

Finally, we have contextual communication.

Sidst har vi kontekstuel kommunikation.

Now, the reason I show you Pernod -- it's only one example.

Grunden til, at jeg viser jer Pernod -- det er kun et eksempel.

Every country has a contextual alcoholic drink. In France it's Pernod.

Hvert land har sin egen kontekstuelle alkoholiske drik. I Frankrig er det Pernod.

It tastes great within the borders of that country,

Det smager fantastisk inden for landets grænser.

but absolute shite if you take it anywhere else.

Men af absolut lort, hvis man drikker det nogen som helst andre steder.

(Laughter)

(Letter)

Unicum in Hungary, for example.

Unicum i Ungarn, for eksempel.

The Greeks have actually managed to produce something called Retsina,

Grækerne har ovenikøbet formået at producere noget de kalder Retsina,

which even tastes shite when you're in Greece.

som smager af lort, selv når man er i Grækenland.

(Laughter)

(Latter)

But so much communication now is contextual

Men der er så megen kommunikation i dag der er konstekstafhængig,

that the capacity for actually nudging people,

at muligheden for at puffe til folk,

for giving them better information -- B.J. Fogg,

for at give dem bedre information -- B. J. Fogg,

at the University of Stanford, makes the point

fra Standord Universitet, har den pointe

that actually the mobile phone is --

at mobiltelefonen faktisk er --

He's invented the phrase, "persuasive technologies."

Han opfandt ordene, "overtalende teknologier".

He believes the mobile phone, by being location-specific,

Han mener at mobiltelefonen, ved at være lokationsspecifik,

contextual, timely and immediate,

kontekstuel, tidslig og umiddelbar,

is simply the greatest persuasive technology device ever invented.

simplethen er den bedste overtalende teknologi, der nogensinde er opfundet.

Now, if we have all these tools at our disposal,

Nu, med alle disse redskaber til vores rådighed,

we simply have to ask the question,

bliver vi nødt til at stille det spørgsmål,

and Thaler and Sunstein have, of how we can use these more intelligently.

og Thaler og Sunstein gjorde det, om hvordan vi kan bruge dem mere intelligent.

I'll give you one example.

Lad mig give jer et eksempel.

If you had a large red button of this kind, on the wall of your home,

Hvis I havde en stor rød knap som denne på en væg hjemme hos jer selv,

and every time you pressed it, it saved 50 dollars for you,

og hver gang I trykkede på den, sparede den 50 dollars op for jer,

put 50 dollars into your pension,

satter 50 dollars ind på jeres pensionskonto,

you would save a lot more.

så ville I spare en meget mere op.

The reason is that the interface fundamentally determines

Grunden er, at grænsefladen grundlæggende bestemmer

the behavior. Okay?

adfærden. Okay?

Now, marketing has done a very, very good job of creating

Nu har reklamebranchen gjort et meget godt job med at skabe

opportunities for impulse buying.

muligheder for impulskøb.

Yet we've never created the opportunity for impulse saving.

Men vi har aldrig skabt mulighed for impulsopsparing.

If you did this, more people would save more.

Hvis man gjorde det, ville folk spare mere op.

It's simply a question of changing the interface

Det er simpelthen et spørgsmål om at ændre de grænseflader

by which people make decisions,

hvor folk træffer beslutninger.

and the very nature of the decisions changes.

Og selve naturen af beslutningerne ændres.

Obviously, I don't want people to do this,

Det er klart, at jeg ikke vil have folk til at gøre det,

because as an advertising man I tend to regard saving as just

fordi som reklamemand har jeg det med at anse opsparing som

consumerism needlessly postponed.

unødvendigt udskudt forbrugerisme.

(Laughter)

(Latter)

But if anybody did want to do that,

Men hvis nogen ville gøre det,

that's the kind of thing we need to be thinking about, actually:

så er det den slags, vi bliver nødt til at tænke over. Altså:

fundamental opportunities to change human behavior.

Grundlæggende muligheder for at ændre menneskelig adfærd.

Now, I've got an example here from Canada.

Jeg har et eksempel her fra Canada.

There was a young intern at Ogilvy Canada

Der var en ung praktikant på Ogilvy Canada

called Hunter Somerville,

ved navn Hunter Somerville,

who was working in improv in Toronto,

som arbejdede med improvisationsteater i Toronto,

and got a part-time job in advertising,

og som fik et deltidsjob i reklamebranchen,

and was given the job of advertising Shreddies.

og fik ansvaret for at reklamere for Shreddies.

Now this is the most perfect case of creating

Nu er det her det mest perfekte eksempel på at skabe

intangible, added value,

immateriale merværdi

without changing the product in the slightest.

uden at ændre produktet det mindste.

Shreddies is a strange, square, whole-grain cereal,

Shreddies er et mærkelig, firkantet fuldkornsmorgenmadsprodukt

only available in New Zealand, Canada and Britain.

som kun kan købes i New Zealand, Canada og Storbrittanien.

It's Kraft's peculiar way of rewarding loyalty to the crown.

Det er Krafts egensindige måde at belønne loyalitet til den engelske krone.

(Laughter)

(Latter)

In working out how you could re-launch Shreddies,

I arbejdet med at relancere Shreddies

he came up with this.

fandt han på dette:

Video: (Buzzer)

Vide: (Buzzer)

Man: Shreddies is supposed to be square.

Mand: Shreddies skal være firkantede.

(Laughter)

(Latter)

Woman: Have any of these diamond shapes gone out?

Kvinde: Er nogle af disse diamantformede sluppet ud?

(Laughter)

(Latter)

Voiceover: New Diamond Shreddies cereal.

Voice-over: Nye Diamand-Shreddies morgenmad.

Same 100 percent whole-grain wheat in a delicious diamond shape.

Samme 100 procent fuldkornshvede i lækker diamantform.

(Applause)

(Bifald)

Rory Sutherland: I'm not sure this isn't the most perfect example

Jeg tror dette må være det mest perfekte eksempel

of intangible value creation. All it requires is

på at skabe immaterial værdi. Det eneste der kræves er

photons, neurons, and a great idea to create this thing.

for at skabe dette er fotoner, neuroner og en pokkers god ide.

I would say it's a work of genius.

Jrg vil bedømme det som genialt.

But, naturally, you can't do this kind of thing without a little bit of market research.

Men selvfølgelig kan man ikke gøre sådan noget uden en smule markedsundersøgelse.

Man: So, Shreddies is actually producing a new product,

Shreddies producerer et nyt produkt,

which is something very exciting for them.

som er meget spændende for dem.

So they are introducing new Diamond Shreddies.

De introducerer nye Diamant-Shreddies.

(Laughter)

(Latter)

So I just want to get your first impressions when you see that,

Så jeg vil gerne bede dig om dine første tanker når du ser dem,

when you see the Diamond Shreddies box there.

når du ser kassen med Diamant-Shreddies her.

(Laughter)

(Latter)

Woman: Weren't they square?

Var de ikke firkantede?

Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.

Jeg er lidt forvirret. De ligner firkanter for mig.

Man: They -- Yeah, it's all in the appearance.

De - ja, det er alt sammen i udseendet.

But it's kind of like flipping a six or a nine. Like a six,

Men det er lige som at dreje et sekstal eller et nital som et sekstal.

if you flip it over it looks like a nine.

Hvis du drejer det ligner det et nital.

But a six is very different from a nine.

Men seks er meget forskelligt fra ni.

Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.

Eller et "M" og et "W". Præcis: Et "M" og et "W".

Man #2: [unclear]

[uklart]

You just looked like you turned it on its end. But when you see it like that

Det ser ud som om I bare har drejet dem. Men når du ser dem sådan

it's more interesting looking.

ser det mere interessant ud.

Man: Just try both of them.

Prøv bare begge to.

Take a square one there, first.

Prøv en firkantet en først.

(Laughter)

(Latter)

Man: Which one did you prefer? Man #2: The first one.

Hvilken en foretrækker du? Den første.

Man: The first one?

Den første?

(Laughter)

(Latter)

Rory Sutherland: Now, naturally, a debate raged.

Herefter begyndte der naturligvis en ophedet debat.

There were conservative elements in Canada, unsurprisingly,

Der var konservative elementer i Canda, naturligvis,

who actually resented this intrusion.

som faktisk modsatte sig denne indtrængen.

So, eventually, the manufacturers actually

Så til sidst gav producenten sig

arrived at a compromise, which was the combo pack.

og lavede et kompromis: kombo-pakken.

(Laughter)

(Latter)

(Applause)

(Bifald)

(Laughter)

(Latter)

If you think it's funny, bear in mind there is an organization called

Hvis I synes det er sjovt, så husk, at der er en organisation ved navn

the American Institute of Wine Economics,

Det Amerikanske Institut for Vinøkonomi,

which actually does extensive research into perception of things,

som faktisk laver omfattende forskning i opfattelsen af ting,

and discovers that except for among

og opdagede, at bortset fra

perhaps five or ten percent of the most knowledgeable people,

måske 5 eller 10 procent af de mest vidende mennesker,

there is no correlation between quality and enjoyment

så er der ingen korrelation mellem kvalitet og nydelse

in wine,

i vin,

except when you tell the people how expensive it is,

bortset fra når I fortæller folk hvor dyr den er,

in which case they tend to enjoy the more expensive stuff more.

hvorefter de fleste nyder det dyre sprøjt mere.

So drink your wine blind in the future.

Så drik jeres vin blindt i fremtiden.

But this is both hysterically funny --

Men dette er både hysterisk morsomt --

but I think an important philosophical point,

men jeg synes en vigtig filosofisk pointe,

which is, going forward, we need more of this kind of value.

som er, at vi fremover har brug for mere af den slags værdi.

We need to spend more time appreciating what already exists,

Vi har brug for at bruge mere tid på at værdsætte det, som allerede eksisterer

and less time agonizing over what else we can do.

og mindre tid på at pine os selv over hvad vi ellers kan gøre.

Two quotations to more or less end with.

To citater til mere eller mindre at slutte af med

One of them is, "Poetry is when you make new things

Et af dem er: "Poesi er når man gør nye ting

familiar and familiar things new."

kendte og kendte ting nye".

Which isn't a bad definition of what our job is,

Det er ikke en dårlig definition af, hvad vores job er,

to help people appreciate what is unfamiliar, but also

at hjælpe mennesker med at værdsætte det ukendte, men også at

to gain a greater appreciation, and place a far higher value on

opnå en større anerkendelse, og at sætte en langt højere værdi på

those things which are already existing.

de ting, som allerede eksisterer.

There is some evidence, by the way, that things like social networking help do that.

Der er nogle indicier på, at ting som sociale netværk hjælper med at gøre dette.

Because they help people share news.

Fordi de hjælper mennesker med at dele nyheder.

They give badge value to everyday little trivial activities.

De giver brandværdi til hverdagens små trivielle aktiviteter.

So they actually reduce the need for actually spending great money on display,

Og reducerer derfor behovet for at bruge mange penge på at vise ting frem,

and increase the kind of third-party

og øger den tredjepartsfornøjelse

enjoyment you can get from the smallest, simplest things in life. Which is magic.

man kan få fra de mindste, simpleste ting i livet. Hvilket er magisk.

The second one is the second G.K. Chesterton quote of this session,

det andet citat er af G. K. Chesterton. Denne sessions citat

which is, "We are perishing for want of wonder, not for want of wonders,"

er: "Vi er fortabte på grund af manglende undren, ikke på grund af mangel på vidundere".

which I think for anybody involved in technology, is perfectly true.

hvilket jeg tror er sandt for alle, som er involveret i teknologi.

And a final thing: When you place a value on things like health,

Og en sidste ting: Når I værdisætter ting som helbred,

love, sex and other things,

kærlighed, sex og sådan noget,

and learn to place a material value

og lærer at sætte en material værdi

on what you've previously discounted

på det, I tidligere har underkendt

for being merely intangible, a thing not seen,

for bare at være imaterialle, ting der ikke kan ses,

you realize you're much, much wealthier than you ever imagined.

så vil I opdage, at I er langt rigere, end I nogen sinde havde forestillet jer.

Thank you very much indeed.

Mange tak.

(Applause)

(Latter)