I recently attended (virtually) an entrepreneurs’ conference and one of the speakers was Rory Sutherland, the Ogilvy advertising legend and an expert on consumer behaviour and trends.

For me, he was the best keynote speaker of the event and talked around his book ‘Alchemy: The Surprising Power of Ideas That Don’t Make Sense’ which I would highly recommend. There are some great stories in there.

One of his messages was around changing the terms of reference and used the example of Nespresso Pods. If you had a jar of coffee made up of Nespresso pod coffee it would cost hundreds of pounds which you would immediately say was a crazy cost. But you change the terms of reference so that you are comparing the indulgence of a Nespresso to the cost of a cup of coffee in Starbucks rather than a jar of Nescafe and this reframes the cost and price issue. Very clever stuff!