Rory Sutherland Rory Sutherland

Reducing activities to their core misses the point

Replacing a hotel doorman with an automatic door ignores the doorman’s wider remit – and value to hotel and customers alike

issue 17 February 2018

There may be a very simple evolutionary reason why water does not really taste of anything, as I learned from the psychophysicist Mark Changizi. Pure water has no taste because our taste buds have been calibrated, very sensibly, not to notice it.

For a few million years, the most important contribution taste buds made to survival were to detect things in water that weren’t water: the very things, in short, which might indicate that the water wasn’t safe to drink. If we had evolved perception so that water tasted like Rioja or Dr Pepper, the sensory overload might have overpowered that hint of dead sheep from a rotting carcass 100 yards upstream: our taste buds are calibrated with water as the base line, the better to notice things which shouldn’t be in it.

In the same way, we often ignore information which is normal and expected and derive the most meaning and significance from things which are unusual, unexpected or superfluous.

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