{"id":2342,"date":"2022-01-29T15:00:53","date_gmt":"2022-01-29T15:00:53","guid":{"rendered":"https:\/\/kaciapaskaicius.lt\/?p=2342"},"modified":"2022-01-30T08:12:25","modified_gmt":"2022-01-30T08:12:25","slug":"rory-sutherland-alchemija-stulbinama-iracionaliu-ideju-galia","status":"publish","type":"post","link":"https:\/\/kaciapaskaicius.lt\/?p=2342","title":{"rendered":"Rory Sutherland. Alchemija: stulbinama iracionali\u0173 id\u0117j\u0173 galia"},"content":{"rendered":"\n<p>Rory Sutherland yra \u017einomas kaip reklamos \u017evaig\u017ed\u0117. Jis vienos garsiausi\u0173 pasaulyje reklamos agent\u016bros \u201eOgilvy&#8221; vicepirmininkas, \u017eurnalo \u201eThe Spectator&#8221; ap\u017evalgininkas, negana to, jo pasiekimuose blizga ir kitos visuomenini\u0173 iniciatyv\u0173 valdantieji antpe\u010diai.<\/p>\n\n\n\n<p>Rory Sutherland savo knygoje \u201eAlchemija: stulbinama iracionali\u0173 id\u0117j\u0173 galia\u201c nagrin\u0117ja \u017emoni\u0173 sprendimus, kurie yra paremti visi\u0161kai neracionaliais sprendimais. Kaip mieste prie praeivio prieina statistik\u0105 renkantis specialistas ir pra\u0161o atsakyti \u012f por\u0105 klausim\u0173 dar nerei\u0161kia, kad \u017emon\u0117s elgiasi taip, koki\u0105 nuomon\u0119 deklaruoja. M\u016bs\u0173 protai da\u017eniausiai yra varomi iracionali\u0173 sprendim\u0173 vedami.<\/p>\n\n\n\n<p>Autorius pateik\u0117 kelet\u0105 man surezonausi\u0173 pasteb\u0117jim\u0173. Kompanijos svarsto kokius Boeing l\u0117ktuvus, kainuojan\u010dius 150+ mln. doleri\u0173, bet \u017emon\u0117s nieko apie tai nesuprasdami oro linij\u0173 kokyb\u0119 vertina pagal tai, koks j\u0173 personalas ar duodamas maistas skryd\u017eio metu. Pagalvokite, kompanija investuoja \u012f l\u0117ktuvus vertindami j\u0173 techninius ir saugumo parametrus ir galb\u016bt susispausdami patiekiamo maisto biud\u017eet\u0173 s\u0105matose, o mes nepaisydami technini\u0173 transporto priemoni\u0173 parametr\u0173 sakysime, kad oro linijos, kurios maitino \u0161vie\u017eesniu ar gausesniu maistu, o jei dar dav\u0117 nemokamo \u0161ampano, yra daug patrauklesn\u0117s. Juk tai absurdi\u0161ka!<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/kaciapaskaicius.lt\/wp-content\/uploads\/2022\/01\/1602749112_Alchemija_virselis.png\" alt=\"\" class=\"wp-image-2343\" width=\"205\" height=\"281\"\/><\/figure><\/div>\n\n\n\n<p>Dar vienas pavyzdys, Did\u017eiosios Britanijos susisiekimo ministerija svarst\u0117, kaip sutrumpinti kai kuri\u0173 traukini\u0173 mar\u0161rut\u0173 laik\u0105. \u017dinoma svarst\u0117 naujausi\u0105 technik\u0105 ir modernizavim\u0105. \u017dinoma, tai kainao per daug. Rory Sutherland pateik\u0117 pasi\u016blym\u0105 visi\u0161kai kitu kampu. Galb\u016bt mes negalime sutrumpinti atkarpin\u0117s kelion\u0117s gele\u017einkeliu, ta\u010diau galime sutrumpinti laukimo laik\u0105 pa\u010dioje stotyje. Lietuvoje mes neturime tokios problemos, jog vie\u0161asis transportas, ve\u017eantis iki stoties vyksta labai dideliais intervalais ir pavyzd\u017eiui Anglijoje tenka atvykti 40 min. anks\u010diau nei i\u0161vyksta traukinys. Vadinasi m\u016bs\u0173 kelion\u0117 pail\u0117ja 40 min. Optimizavus vie\u0161ojo transporto atve\u017eimo \u012f gele\u017einkel\u012f laik\u0105, b\u016bt\u0173 galima sutrumpinti kelion\u0119 neinvestuojant \u012f infrastrukt\u016br\u0105.<\/p>\n\n\n\n<p>\u0160ios ir daug kit\u0173 pavyzd\u017ei\u0173 verta susim\u0105styti, jog reklamoje ir gyvenime logika veda tikrai ne visur, da\u017eiausiai karaliauja iracionalumas. Kaip da\u017eai \u012f krep\u0161el\u012f \u012fsidedate dar kelis nereikalingus produktus, kad tik nereik\u0117t\u0173 mok\u0117ti u\u017e pristatym\u0105? Ar pasitaiko, kad nuspirkote \u017ealius mar\u0161kin\u0117lius sau, nes mat\u0117te, kaip jie gra\u017eiai atrodo ant kolegos, nors jums \u017ealia spalva visai netinka?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rory Sutherland yra \u017einomas kaip reklamos \u017evaig\u017ed\u0117. Jis vienos garsiausi\u0173 pasaulyje reklamos agent\u016bros \u201eOgilvy&#8221; vicepirmininkas, \u017eurnalo \u201eThe Spectator&#8221; ap\u017evalgininkas, negana to, jo pasiekimuose blizga ir kitos visuomenini\u0173 iniciatyv\u0173 valdantieji antpe\u010diai. Rory Sutherland savo knygoje \u201eAlchemija: stulbinama iracionali\u0173 id\u0117j\u0173 galia\u201c nagrin\u0117ja \u017emoni\u0173 sprendimus, kurie yra paremti visi\u0161kai neracionaliais sprendimais. Kaip mieste prie praeivio prieina statistik\u0105 renkantis [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2343,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[710,273,275,283,352,491,508,709,708],"class_list":["post-2342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tobulejimas","tag-alchemija","tag-knyga","tag-knygos","tag-knygosapzvalga","tag-marketingas","tag-psichologija","tag-reklama","tag-rory-sutherland","tag-rory-sutherland-alchemija"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/kaciapaskaicius.lt\/wp-content\/uploads\/2022\/01\/1602749112_Alchemija_virselis.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/posts\/2342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2342"}],"version-history":[{"count":1,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/posts\/2342\/revisions"}],"predecessor-version":[{"id":2344,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/posts\/2342\/revisions\/2344"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=\/wp\/v2\/media\/2343"}],"wp:attachment":[{"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kaciapaskaicius.lt\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}