Oglašavanje dodaje proizvodu vrijednost mijenjanjem naše predodžbe o proizvodu, ne i samog proizvoda. Rory Sutherland  iznosi odvažnu tezu da promjena u percipiranoj vrijednosti nama može biti podjednako prihvatljiva kao i ono što nam predstavlja 'pravu' vrijednost - i njegovi zaključci imaju utjecaj na to kako gledamo na život.

Rory Sutherland: Životne lekcije jednog oglašivača

Changing how people perceive something can be just as powerful as changing the thing itself. A diamond-shaped Shreddies cereal box, identical to the old squares, sparked debate and renewed excitement by reframing the ordinary. History offers creative examples, like Frederick the Great turning potatoes from peasant food into a coveted royal delicacy simply through clever positioning. Embracing intangible value, rather than only material goods, can make societies richer, more satisfied, and even more egalitarian.

Perception Outshines Reality In Creating True Value

*The Wiki Man*

Persuade your way to the future

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TED Stage Talk

Rory Sutherland: Rory Sutherland: Životne lekcije jednog oglašivača