For a business to be truly customer-focused, it needs to ignore what people say. Instead it needs to concentrate on what people feel.

Solving problems using rationality is like playing golf with only one club.

One characteristic of humans is that we naturally direct our attention to the upside of any situation if an alternative narrative is available, minimising the downside. By giving people good news and bad news at the same time, you can make them much happier than they would be if left with only one interpretation: that pilot was perhaps cleverer tha... See more

Restaurants are only peripherally about food: their real value lies in social connection, and status.*

Imagine you are a company whose product is not selling well. Which of the following proposals would be easier to make in a board meeting called to resolve the problem? a) ‘We should reduce the price’ or b) ‘We should feature more ducks in our advertising’. The first, of course – and yet the second could, in fact, be much more profitable.

Perhaps advertising agencies are largely valuable simply because they create a culture in which it is acceptable to ask daft questions and make foolish suggestions.

Church attendance is the most important predictor of marital stability and happiness.

Test counterintuitive things only because no one else will.

On the one hand, luxury goods would be destroyed if they were too widespread – no one would want a designer bag that was owned by five million other people.* On the other hand, many foodstuffs seem to be popular only because they are popular.