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When businesses look at data, they tend to aggregate it to find the "average" customer. They then design products, services, or messaging tailored to this statistical mean. Sutherland warns that designing for the average means designing for nobody. Human preferences are highly polarized and context-dependent. True breakthroughs happen at the margins, not in the center of a bell curve. Rule 3: It is Far Easier to Be Logical Than to Be Right Discover "Alchemy" by Rory Sutherland — Exclusive PDF

It fails to understand why people feel the way they do about a product. The Power of Alchemy alchemy rory sutherland pdf exclusive