1. The opposite of a good idea can be another good idea
2. Don’t design for average
3. It doesn’t pay to be logical when everybody else is being logical
4. The nature of our attention affects the nature of our experience
5. A flower is simply a weed with an advertising budget
6. The problem with logic is it kills off magic
7. A good guess which stands up to empirical observation is still science. And so is a lucky accident.
8. Test counterintuitive things, because nobody else will
9. Solving problems using only rationality is like playing golf using only one club
10. Dare to be trivial
11. If there was a logical answer, we would have already found it.
The 11 rules of succeeding with nonsensical ideas, according to Rory Sutherland
