đẫm máu ăn cắp đi cho nó, Thống đốc! "Tôi gần như có thể nghe thấy họ hét lên từ bờ sông Thames Và tôi phải thừa nhận, nếu tôi đã có xu hướng đăng ký tôi có lẽ sẽ có các gói phần mềm xử lý bản thân mình. (Sau đó, khi tôi đã thử nghiệm cung cấp một số lượng lớn người tham gia, đại đa số ưa thích đối phó Internet-và-in) | the truth about relativity a bloody steal go for it governor I could almost hear them shout from the riverbanks of the Thames. And I have to admit if I had been inclined to subscribe I probably would have taken the package deal myself. Later when I tested the offer on a large number of participants the vast majority preferred the Internet-and-print deal. So what was going on here Let me start with a fundamental observation most people don t know what they want unless they see it in context. We don t know what kind of racing bike we want until we see a champ in the Tour de France ratcheting the gears on a particular model. We don t know what kind of speaker system we like until we hear a set of speakers that sounds better than the previous one. We don t even know what we want to do with our lives until we find a relative or a friend who is doing just what we think we should be doing. Everything is relative and that s the point. Like an airplane pilot landing in the dark we want runway lights on either side of US guiding US to the place where we can touch down our wheels. In the case of the Economist the decision between the Internet-only and print-only options would take a bit of thinking. Thinking is difficult and sometimes unpleasant. So the Economist s marketers offered US a no-brainer relative to the print-only option the print-and-Internet option looks clearly superior. The geniuses at the Economist aren t the only ones who understand the importance of relativity. Take Sam the television salesman. He plays the same general type of trick on US when he decides which televisions to put together on display 36-inch Panasonic for 690 42-inch Toshiba for 850 50-inch Philips for 1 480 3 predictably irrational Which one would you choose In this case Sam knows that customers find it difficult to compute the value of different options. Who really knows if the Panasonic at 690 is a better deal than the Philips at 1 480 But Sam also knows that given three choices most .
