Rory Sutherland: Sweat the small stuff

[crudhousefull]

What he says is VERY significant. As a manager you are expected to 'spend' the alloted money and you often go for big budget options just to fill the gap. Sometimes of course there's a gap between what you want to do and the amount of money available...but a lot of the time it's the other way around...especially when there's a big budget. Very intelligent guy

[hellalpha]

This talk is absolutely brilliant.

[AZipp161]

At my company we call it, "Low Hanging Fruit"

[happytailsspa]

I think the fourth quadrant should be called "Tweaklidge"-- Strategy's anti-particle... small tweaks and (hopefully) disproportionate results :-)

[Pasteldqueijo]

but speed cameras make money for the corrupt city departments... they're not going away in exchange for a system that actually works

[DocLovin]

The bottom right-hand corner are the Leverage Points. The examples he stated tended to be User Interface Design.

[galinuas]

0:15

[weakmindedidiot]

The word is actually "elegant" ... An elegant solution... Elegant strategy... We use it in mathematics quite frequently.

[hjboylo]

the word is inspiration

[hjboylo]

How about an inspiration...?!?

[PeterThomsonondesign]

The word Rory is looking for is DESIGN. In his world (advertising) design has a narrow graphical meaning but in ordinary usage, user centred DESIGN meets his call.

[stapleinmyfinger]

Talk was good and all but the animation at the end was priceless haha

[darkflib]

Hackers already name these types of solutions... 'elegance'

[DimitriRytsk]

Money is not everything or even better - money is nothing for humans. Is this what his is trying to say ?

[annoloki]

Psychology!

[admuh]

Lets call it adamology, for no reason what so ever

[MinorHeinrich686]

DL the audio from this video at tubepull doht cohm.

[YouDontNeedAReason]

innovation

[atmark666]

i know the word...

scam

[sonerasona]

He's exactly right. I hate doing online banking as I don't want to be reminded by default of my balance. Banks, please listen to him!!!!

[098anne]

4th quadrant: logic + common sense

Usually. Ask the consumer and the customer svc ppl. The grunts that make the bigwigs their billions. They know.

[trasiga]

Fourth Quadrant: "Space Pencil"

[sunrainmisticon]

BRILLIANT!!! BRILLIANT!!!

[runawayjury]

Is it really that inconvenient to turn down the volume, and then up again?

[moorejrw0]

Fourth quadrant equals, common sense.

[scorpionkings]

I like to run my life under the kiss rule! It works great and I achieve my goals in doing so.

[smartbiz4u]

that think is called "Value Added" or Leverage

[SSuperCuriouss]

"opportunia" (pl. of opportunitis) :P

[InternalCompass]

The simple and obvious answer to the challenge at 11:45 is "efficiency"...

This concept is neither new nor hard to understand. This "breakthrough" has been well understood and well modeled for hundreds of years.

[dylanlawless1]

Irrelevant but i wish they had Larry David do a TED lecture.

[roidroid]

the word he is looking for is "Art".

example: while riding my bike yesterday i came across a dead parrot lying on the dirt on the side of a path near a school.

I stopped my bike, took some sticks, and layed the sticks around the parrot like a photo frame.

It took 10 seconds.

It's going to confuse a lot of people who see it.

[10Pups]

The missing word is common sense .

[kirby570]

@10Pups "Common Sense" is two words... But I agree with that statement nonetheless.

[scorpionkings]

@10Pups What's common sense to one person is not so to another person!

[10Pups]

@scorpionkings What you say makes sense. Just not common sense. Kirby points out that I used 2 words but, we have a common sense of what I am saying.

Try to kiss and you will succeed in understanding what I am saying.

[10Pups]

@scorpionkings In that case it's just not common sense. Kirby points out that I used 2 words but , we have a common sense of what I was saying. You missed the common sense part completely. I am not saying you don't have common sense, but it looks like you choose not to see it. You didn't kiss.

[scorpionkings]

@10Pups Ummm kiss stands for keep it simple stupid! Just in case you didn't understand what I meant by kiss..

[10Pups]

@scorpionkings I do know . Did you miss the point again?

[simsimaz2]

Yes! sign me up as a chief detailer..... thats me exactly!

[snga010]

Agency

[mikeyfbi]

Ministry of User Interface / Intuitive Design

[givebirthathome]

@mikeyfbi ...exactly, he used the word he was looking for himself, "design".

[antuntun]

brilliant lecture!

[tabletopphoto]

Is it just me, or is the hand waving distracting and annoying?

[BezBog]

That field is called product-service system design! :D

[MrTStoddart]

I hearken back to older times to answer his question:

The fourth thing is called Idealistic Devotion to a Cause, and the people who practice it in the public sphere would be called Friars. :) (I.e. with or without a religious element, those who would forego the personal materialistic trappings of the world in order to create a better future for everyone in a socialistic, idealistic way.)

[wodahsking]

It's called the Ministry of Efficiency

[charlesdodgeson]

I feel the word may be "elegance."

[astrocrazy2005]

They should reduce the volume of the intro music...Its annoying...

[desmondiv]

It's called FRUGALITY

[flexcapacitor1]

rory, they desparately need that position. but that can be supplemented or complimented or substituted by another source. who? ...the customers and users of your products. they use the product every day and are completely qualified to tell you what they want. :) listen corporations (they won't read this), the answers have already been given to you. listen to and work with your customers. ask the people in the trenches what they notice, want and need. great speech!!!

[GraphitePen]

@flexcapacitor1 That is a very idealistic way to look at things in - trusting people to divulge the necessary info. I work in customer support and I find that most people will be aware of a problem but will not have a semblance of understanding of the cause or how to fix it. What is then required is someone asking the appropriate questions. This is where the main problem lies. Customer input is essential but it will many times point you away from the solution or even the problem itself.

[tudoralexe]

Since when having a low money balance is bad news? We decide to close our eyes rather then solving the problem? Hm, it says a lot about the world today..

[zeffii]

fantastic talk! inspired by the small stuff :)

[frasmus]

"Touché" might work. A touch is elemental. In fencing it conveys that you hit the target.

[bukon90]

simplicity 

[meotaku2]

Billions spent on pointless, useless weapons. Why does the US airforce need 2400 fighter aircraft and the navy need eleven aircraft carriers. This is way out of proportion to any threat the these aircraft mey be needed to deal with. Except for something like the `Independence Day` movie scenario.

.

The threat from terrorism, which we are told is the current threat would be dealt with in much more subtle and intelligent ways. Ingenious methods ?

[gremy0]

billions of Pounds/Dollars spent on a "war" on drugs need I say more

[pudicus2]

I'm sure the" Chief Detail Officer/Ministry of Detail" would actually cost a lot of money if they were good at their job.

[HandofJames]

Leaving the "?" in the fourth box was a great demonstration of the point. Simple object to get people creativly thinking.

That pop's

[XxmattitudexX]

its the butterfly effect when the smallest thing can have the biggest effect.

i suppose butterfly efficency officer dosent sound to good for a job title but it is accurate to what he is describing

[ChaosmanOne]

Inspiration, genius, eureka, ingenuity...there are a TON of words that describe the fourth thing precisely because people are so attracted to it.

[LunarFuror]

*Raises hand* I do actually check my balance before taking out money. I like knowing for sure how much I have before and after.

[Harrycurtin]

I think he's right that innovation, ingenuity, 'tactic', whatever it may be described as, needs a new word in this context. I think something like really short and noun-y is suitable like "boop". If someone says "we need an innovative solution" or "an innovation" it sounds too hard, or something not approachable without a preceeding eureka! moment. But if someone says "we need a boop", well, that sounds trivial! "i have a few experimental boops here.." "oh, that doesnt sound expensive"

[bobojr456]

it's called Ingenuity

[ptanham]

I call them engineering solutions.

[rabbitwho]

I actually think the less money you have the more likely you are to check your bank balance... I mean I need to know there's enough there for me that I can go to the shop and pay with my bank card without having the embarrassing experience of being out of money and having the cash register unlocked and helping the people bring all the food back to where I got it.

Right now I've got some savings, but it's important to know that that's gradually going up and not down.

[tenisplayer]

i dont know what i do but it works.

just do it.

[SashaRancic]

Talking about details: those people who edit these videos for YouTube should either lower the volume of the TED intro and outro (including the cartoon at the end), or boost the volume of the more important part - the lecture. Every time I watch a TED video on YouTube I have to correct the levels myself. If I set the level during the intro I find the lecture too quiet.

I can't speak for others, but this really annoys me. Is it just me?

p.s. Great lecture by the way.

[lillielime]

@SashaRancic i completely agree with you!

[numbersabcdefg]

@SashaRancic i hit the mute button for a couple seconds

[WavyMinds]

@SashaRancic Ummm...I agree to some extent..especially the intro literally bumping you from your seat...and yea actually problem with sound in lectures is maybe due to when speakers move their head to see slides...the mic got less voice..just a guess...

[lesserepiphanies]

@SashaRancic

It's even worse on the videos hosted @ the TED website.

[pooh1234567890]

@SashaRancic Yeah you're right, it is seriously annoying. It's worse if you're wearing headphones as well as it deafens you! Talks are good though.

[rtwolf]

@SashaRancic 2 things: 1. I know from a mile away if someone is watching a TED video and then I can go over and have a conversation about it. 2. While annoying, it's memorable as hell. That's exactly one of those things he talked about it in the video: it would make sense: "don't annoy or pain your customers/viewers" but if you did that, Dominatrixes would be out of a job. Annoys me too, but I think TED should keep it. Cheers!

[rmvanroosendaal]

kicking ass. the fourth group is kicking ass.

[Jerkix]

It's called tactics - use what you have, but better.

Though it's true - perhaps his question is but a marketing tactic.

Hmm.. what just happened there.

[eviloatmeal]

I log on to the bank JUST to check my balance quite often.

[emperoreitan]

I think he's the rich one how can i know how much i can take out without checking my balance?! I'm not a thousandnaire!

[213762213762]

Practical imagination

[Gesmehod]

I keep seeing a bowtie even though he doesn't have one.

[kwanchungleung]

How true his observation. Wish those with big hats really respond to this and make some fundamental change in the ways things are managed and administered in both the corporations and the governments.

[JudgeWapner]

The name for the stuff is simple... it's called COMMON SENSE.

[CityzenJane]

@JudgeWapner actually - this sort of thinking is completely NOT common.

[Mannipth]

Grace

[M1ST3RHYDE]

Is it my eyes or is his shirt oddly distracting?

[meotaku2]

Effective nuances ?

[meotaku2]

That is so true. Just the form of words used when talking to a customer can affect the way they react.

If they are told, we have an appointment available for you in two days on Tuesday. They would usually say that is not soon enough. I need a sooner appointment.

Alternatively, If it is phrased, `are you able to accept a whole or half day appointment on Tuesday ?` 80% of the time they will accept this.

Simply changing the way something is phrased can change the way people react.

[Hypnotron2006]

This guy makes so many assumptions.

[kilorat]

I'll suggest the name: catalysms

[cheeseit126]

behavioral economics :D

[luckynumber58]

dirgen dot shall be its name

[NDBurke]

Tiny, insignificant things that can produce a lot more than they're worth:

Tribbles. We need a department of tribbles.

[YOUGOTLOLLED]

4. Perspective.

[P00P0STER0US]

Mr. Sutherland, you make cookies good.

[Saerain]

The #1 reason I ever log into my bank account online is to check my balance. In fact, I can't recall ever logging in for anything else. There's nothing much else to do. To actually transfer money I have to use PayPal.

[SomethingSea1]

@Saerain Yeah, that part of it really confused me. Why the hell would you log in except to see what your balance is? Do you have enough money to pay for something that you want? No? Then it'll have to wait.

[Sporin47]

I like to call those 4th things Doodads. I would also like to agree with some of the other suggestions; then suggest, that Doodads take "ingenuity" "creativity" and "efficiency". The job title is for the forth thing might be "artist". Thoughts?

[roidroid]

@Sporin47 agreed, my thought was "Art" as well.

[Kreadus005]

Roy. I like my bank balance when I log in. I want to see it. I want it in big bold letters. So...Don't take your case studies too far, all right?

[JejuLee]

4th: Trojan Mouse

[hardinmichael1981]

SIMPLICITY

[90onenight]

Creativity, that is the fourth thing.

[DavidSabine]

I think the fourth quadrant could be called "Creativity".

[AidanTAKFW]

Efficiency?

[Crazzzik]

Ergonomics is the word. 99% of the times it is ergonomics that is lacking in certain areas of the finished project.

[DackIsBack]

Watch the animation at the end, Well worth it. =D

[Lucky13Vinnie]

@DackIsBack Man, the people at this office are so easily distracted :]

[ianschneider]

absolute genius

[DackIsBack]

Speed Cameras are Always RIGGED to be Unfair.

[gabydewilde]

sophistication

[belliebum12]

4th quadrant... perspective-based decision making. That could probably be shortened a great deal.

[14icedtambourines]

wtf why did they laugh when the dog got jostled into the air?

[mchkeegan]

Luck

[artofcows]

creativity, thinking?

those are cheap and efficient ways to achieve things without extra cost

[nerdelicious5]

really interesting talk

[funnyrawfood]

the forth square would be called TED

[neoaeonian]

The name that first came to my mind is leverage, but that, though small, with big difference, is linear.

I like ingenuity.

[AVJRoutledge]

It evident, from the very fact everyone on youtube has given it different names (Ingenuity, perks, innovation ect.), that what he is trying to purvey does not have a single name.

Or at least it can be given a great variety of names.

[zarkoff45]

the name for that stuff. Well, "detail" is good. I like "micro-strategy" - or - "detail strategy" - psycho-strategy might be an entirely different and equally important thing.

"Ingenuity" doesn't cut it because ingenuity can happen at the largest scales also.

[Elaina43]

PERKS

practically inconsequential free stuff that adds inordinate value

making an acronym out of this shouldn't be too difficult - but I couldn't do it...

Pleasurable Extras Rewards Keepsake Stuff

see? not good. But I still like the word.

[ShallowBeThyGames]

If they executives occasionally asked the guy who works for them, for minimum wage, how his job could be made easier, I'm sure they'd have better ideas than the people sitting around the board-room table. Obviously the obligatory "longer breaks" and "better looking co-workers" are par for course, but basically the big-guys should work WITH the little-guys. It's a two-way street too, the boss might get some astounding ideas, the workers are motivated too just by asking for their opinion...win-win

[Waranoa]

Now I know, this man is the next Dalai Lama!

[cml89]

compassion, human characteristics i'd say

[Waranoa]

The man's voice gave me wood.

[unperson123]

@Waranoa gave you "wood"? what is that?

[goog2k]

Actually, there is a relevant word: "Trim tab."

It's a small attachment to a rudder that turns very easily and helps turn the rudder, which then turns the whole ship or plane.

(See Bucky Fuller.)

[homerthompsonman]

This is all a teensy bit naive. Part of the reason that big solutions get applied is that companies quite often allocate budgets based on amounts actually spent one previous budgets. That mean that at every level of an organization individuals (who have been allocated budgets) will suffer a "punishment" if they don't manage to find a way to spend what was allocated. Once this cascades up the organization, it results in a systemic entrenchment of big spending, regardless of the solution.

[soulsanctuarymusic1]

the forth section should just be called "insentive" or "ingenuity"

[google2com]

innovation?

[fuunguus]

@daawsomeWOW

It's not a name. It stands for Technology, Entertainment, and Design.

[KnightsofEmerald]

name= risk

[defect530]

@daawsomeWOW i think it's an acronym

[AeroJimE27]

Value. The 4th quadrant is Value.

[ajsahaf]

call it numnums..

[neolynxer]

enthusiasm?

[florencelovme]

Look at that silly shirt and suit! :D

Only an advertizer would wear that!

I would just call it common sense. Although, not many know how to use common sense. It is the details that make the difference but noone pays attention to them! Thats why life has become so impractical and difficult, even though we have all the mediums available to make it easy and simple.

[666norton420]

omg... a man after my own heart!

;d

[HigherPlanes]

common sense

[Mhyque]

I think it should be called

wisdom

[florencelovme]

@Mhyque I think so!

[doford]

@Mhyque Yes brilliant thinking

[aarondkeogh]

The word should be called "frefect" taken from "free" and "effect"

[EyeMonniker]

The 4th quadrant is important but not urgent! Annnnyone know what I'm talking about?

[GirlyVoice]

@EyeMonniker No its not important, not urgent.

[EyeMonniker]

@GirlyVoice No no, that's the trivia section.

[sonerasona]

@EyeMonniker er you're referring to randy pausch, right? I read his transcripts. lectures were too long and dull for me.

[briansmobile1]

Call the ministry of detail Ygetarts. It sounds unheard of and complicated enough to be respected, but is simply strategy backwards. Very simple.

[DavidMTRutten]

"Nudges" 

"Master Nudger" ?

[670Kiester]

Wow, I never thought I would like a Rory Sutherland talk after his 'Life lessons from an ad man' TED talk from last year which made me want to punch him.

[xilliah]

Ingenuity? Resourcefulness? And I think Indians are good at this stuff.

[ZerqTM]

8:30 i would love being able to see the balance before hand...

[rarrmonkey]

Ingenuity

The forth type is called Ingenuity, It's odd this guy doesn't know it!

Great video though.

[NewgroundsOwnSBB]

@rarrmonkey +1

[dudgeoh]

@rarrmonkey Ingenuity is good, but I wonder if "Inspiration" is better?

[nosafespace]

@rarrmonkey i didn't like his graph all together, complete bs if u ask me but his message is still good.

[nosafespace]

@rarrmonkey i didn't like his graph all together, complete bs if u ask me but his message is still good.

[SpanerMagnet]

@rarrmonkey resourcefulness!

[LudicrousTachyon]

@rarrmonkey I think the point was that there is no paid position for that 4th square.

[Alexencandar]

@rarrmonkey I like "tricks" better.

[Fmeson]

@rarrmonkey I think he was pretty clever not naming it actually. By posing it as a question viewers might continue to think about his speech and its message.

He is in effect applying the very principle he is talking about.

[Gnug215]

@rarrmonkey Maybe he knows, but it's just a marketing ploy for him to make a competition to find the word? :)

[andresico2]

The overlooked obvious?

[Wespa]

@andresico2 Yes. I would call it common sense or thinking from users perspective in some cases...

[crystalsunshine]

thats brilliant. well done Rory!

Ministry of Detail!

[technologyms]

thanks. nice lecture

[pdblouin33]

YES! Great.

[DeepDuh]

my suggestions: tactics

[tronulu]

dadadida, shamowna