Why is Everyone So Obsessed with Sushi? - Rory Sutherland

Full episode here →    • Rory Sutherland’s Marketing MASTERCLASS: H...   Sushi. Miso soup. Ice baths. They shouldn’t work—but they do. Why? Because of marketing. In this episode, Rory Sutherland breaks down why perception is more powerful than truth—and why the best ideas don’t win unless they’re sold properly. From how Octopus Energy’s pink logo changed their fate to how Edward Jenner needed royal endorsement to convince people of smallpox vaccination, this is a masterclass in framing, status signals, and high-leverage marketing moves. Sushi isn’t raw fish. It’s Japanese. And that changes everything. =============== 🧠 ON THE MENU =============== 🧠 Why “Price is a number to economists, but a feeling to customers” 🎯 Octopus Energy vs. GreenTech.com — framing decides the winner 🍣 If sushi wasn’t Japanese, no one would eat it 🧊 The real story behind the ice bath boom 👑 The King as original influencer — how smallpox vaccination took off 🪞 High-status endorsement beats logic 🛍️ Miso soup, paddling pools & placebo value 🎨 Why everything good still needs marketing to succeed The best ideas don’t win. The best-framed ones do. ============================================== ♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here - https://hungryfeast.beehiiv.com/🍲 ============================================== 🌟Espresso's are powered by our sponsor Unleashed!🌟 1. What on earth is Unleashed, I hear you asking? Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!! 2. Why Unleashed will change your life as a foodie founder? Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow. 3. The biggest brands in FMCG love love Unleashed. Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee 4. Do yourself a favour. Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link: https://hubs.la/Q023F_V90 🤝 Let's Connect!►Let's link-up here (  / )►stalk   me here (  / _hungry.pod  ) This episode was edited by: G.Thomas Craig (  / gthomascraig  ) / (https://gthomascraig.com/)