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Marketing returns are fat-tailed, so paying for marketing by the hour misprices work whose value comes from a small fraction of it.

Drawn from what Rory Sutherland said

Subjectinnovation
What this subject means

innovation Where new things come from and how they spread: invention against diffusion, and being near the factory floor.

Interesting
A private bookmark. Not a position, and never counted.

What Rory Sutherland actually said

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  1. Rory Sutherland

    Rory Sutherland is vice chairman of Ogilvy UK

    the reason it's a catastrophic way to be paid my argument is that marketing is actually fat tailed so is innovation R&D pharmaceutical research science okay in other words 5 to 10% of what you do delivers perhaps 110% of the value

    Where this was said

    Watch from 0:59:20 plays here

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com

    video · 2h 00m · spoken · machine transcript

    All 16 korrents from this recordingthis one is 12th

Added to korrents 9 Dec 2025 · How quotes work · Something wrong? Tell us

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