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b'My guest today is Rory Sutherland. Rory is the Vice Chairman of Ogilvy & Mather Group, which is one of the largest and most renowned advertising agencies in the world. He\\u2019s also the author of one of my favorite recent books called Alchemy: The surprising power of ideas that don\\u2019t make sense. In this conversation, we explore many of his counterintuitive ideas about business. Rory makes you think as much as anyone, so I hope you enjoy this conversation.\\n \\xa0\\n This episode of Invest Like The Best is sponsored by\\xa0Canalyst.\\xa0Canalyst\\xa0is the leading destination for public company data and analysis.\\xa0\\n If you\\u2019re a professional equity investor and haven\\u2019t talked to\\xa0Canalyst\\xa0recently, you should give them a shout. Learn more and try\\xa0Canalyst\\xa0for yourself at\\xa0canalyst.com/Patrick.\\xa0\\xa0\\n \\xa0\\n For more episodes go to InvestorFieldGuide.com/podcast.\\n Sign up for the book club and new email newsletter called \\u201cInside the Episode\\u201d at InvestorFieldGuide.com/bookclub.\\n Follow Patrick on Twitter at @patrick_oshag\\n \\xa0\\n Show Notes\\n (2:12) \\u2013 (First question) \\u2013 Why spreadsheets and logic kill magic\\n (5:42) \\u2013 What a product/service is vs how it\\u2019s delivered and makes people feel (regular moonshot vs psychological moonshot)\\n (13:22) \\u2013 Psychological anomalies - doing things faster, better, cheaper (Red Bull vs Coke)\\n (19:54) \\u2013 Swiss army knife that companies should avoid\\n (22:50) \\u2013 Don\\u2019t design for average\\n (24:39) \\u2013 How do people approach improving their business through marketing\\n (27:30) \\u2013 Case for direct mail\\n (29:22) \\u2013 Turning your weaknesses into a strength\\n (34:29) \\u2013 The seven deadly sins and how useful they are as guideposts\\n (37:38) \\u2013 Most powerful sin for marketing\\n (39:14) \\u2013 Reaching intelligent answers from dumb questions\\n (43:25) \\u2013 Why the opposite of a good idea can sometimes be a good idea\\n (47:30) \\u2013 Kindest thing anyone has done for him\\n \\xa0\\n Learn More\\n For more episodes go to InvestorFieldGuide.com/podcast.\\n Sign up for the book club and new email newsletter called \\u201cInside the Episode\\u201d at InvestorFieldGuide.com/bookclub.\\n Follow Patrick on Twitter at @patrick_oshag'