{
  "teacher": "Rory Sutherland \u00b7 Ogilvy \u00b7 psycho-logic",
  "law": "Perception beats pure logic \u00b7 sweat small stuff \u00b7 signaling matters",
  "top_cues": [
    {
      "count": 57,
      "term": "marketing"
    },
    {
      "count": 55,
      "term": "advertising"
    },
    {
      "count": 24,
      "term": "expensive"
    },
    {
      "count": 22,
      "term": "behavioral"
    },
    {
      "count": 18,
      "term": "logic"
    },
    {
      "count": 18,
      "term": "context"
    },
    {
      "count": 16,
      "term": "perception"
    },
    {
      "count": 8,
      "term": "alchemy"
    },
    {
      "count": 8,
      "term": "finance"
    },
    {
      "count": 8,
      "term": "incentive"
    },
    {
      "count": 7,
      "term": "cheap"
    },
    {
      "count": 6,
      "term": "irrational"
    },
    {
      "count": 5,
      "term": "placebo"
    },
    {
      "count": 2,
      "term": "nudge"
    },
    {
      "count": 1,
      "term": "signaling"
    },
    {
      "count": 1,
      "term": "psychologic"
    }
  ],
  "sample_moves": [
    "Now, I've worked in advertising for 36 years, and to be honest, I've got a lot more that I can learn from you than you can learn from me.",
    "The real question you should be asking is a behavioral question, which is, how do you make the train journey so enjoyable people feel stupid going by plane?",
    "Now if you ever wondered why horsepower, unlike most scientific units, isn't named after a famous scientist like Newton or Kulom or Volt or whatever, it's because it's a marketing contrivance.",
    "No one ever gives the marketing people credit for that.",
    "They just had to describe the room in a different context.",
    "But we don't know who they are because it's a marketing idea, not a technological idea.",
    "And we said, well, you're making it incredibly difficult for people to buy premium tickets even when those premium tickets aren't much more expensive.",
    "We we put the prices side by our perception of value, by the way, isn't objective.",
    "Marketing has turned into such a short-termist game that you're held accountable for every penny of expenditure, but you can only claim credit for revenue generated in the last 3 months.",
    "It's a bit like saying to JK Rowling, \"Yep, you can only have royalties on the first edition of the book.\" It's not really a proportionate um evaluation of the cost and benefit of marketing activity.",
    "Two behavioral economists, one called um Pieral I think um at the university I think of Jerusalem um came up with a thing which is the other way around.",
    "By the way, we forget this in advertising, but when you're famous, people you've never heard of bring business to you."
  ],
  "for_ramone": "Fetch /manifest.json \u00b7 read talks \u00b7 apply irrational upgrades not more logic"
}