James Watt invented the term horsepower as a great marketing tool to sell steam engines to mines, which confirms Rory Sutherland’s belief that a great product is never enough.

If you take the great invention of the steam engine, James Watt had to invent horsepower as a unit of power, (a unit we still use today), because he had to sell steam engines to mines. And mine owners weren't interested in things like cubic capacity, bore strength or cylinder size. 

What they wanted to know is, ‘how many horses can I get rid of if I buy one of these engines?’ And so the horsepower was invented as a marketing tool. 

I believe that there is a massive cult, particularly in tech, of basically assuming that you want to win through sheer product quality and nothing else. 

EVERY. GREAT. IDEA. REQUIRES. SALESMANSHIP.

If you get the psychology wrong, you can have the best product in the world and it will still fail.

WATCH RORY'S VIDEO HERE

This is exactly what I strive to teach on my MAD//Masters course (and what I hopefully implement through these emails).

Throughout the course, I advocate for the idea of ‘taking a step back to move two steps forward.’ How? By delving into the psychology behind consumer behavior, uncovering the creative insights beyond conventional textbooks, and developing frameworks that enhance problem-solving, decision-making, and overall effectiveness.

Participants who have completed the course have found it crucial in developing more robust, unique, and effective marketing models, strategies, and tactics. They also commend the course for its role in guiding calculated risk-taking, fostering innovative solutions, and evaluating the advantages and drawbacks of a data-driven approach.

Don’t just take my word for it, here is a direct quote from recent MAD//Masters alumni & Fractional CMO, Nicholas Mason:

“The course promised and delivered insights on:

- How we use behavioural science to solve complex business problems.
- Thinking creatively, rather than regurgitating textbook theory.
- Enhancing understanding the role of marketing in the discrepancy between perception & reality.
- Connecting data & creativity through behavioural science.

What I believe Rory does better than anyone on the planet is unpack the complexity of marketing, consumer psychology & behavioural science; simply & with excellent humour.”

Keen to join our upcoming November intake (starting on the 25th of November)? Secure your place here

Or contact Sam Benton for any questions relating to more information, group bookings or invoices.

Hope to see you on there!