full transcript

From the Ted Talk by Rory Sutherland: Life lessons from an ad man

Unscramble the Blue Letters

Here is one example. This is a train which goes from London to prias. The question was given to a bunch of engineers, about 15 years ago, "How do we make the journey to Paris better?" And they came up with a very good engineering solution, which was to spned six billion pounds blinuidg ctelelpmoy new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. Now, call me mitesr Picky. I'm just an ad man ... ... but it strikes me as a shglilty unimaginative way of improving a train journey merely to make it shorter. Now what is the hedonic opportunity cost on spending six billion pnudos on those railway tracks?

Open Cloze

Here is one example. This is a train which goes from London to _____. The question was given to a bunch of engineers, about 15 years ago, "How do we make the journey to Paris better?" And they came up with a very good engineering solution, which was to _____ six billion pounds ________ __________ new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. Now, call me ______ Picky. I'm just an ad man ... ... but it strikes me as a ________ unimaginative way of improving a train journey merely to make it shorter. Now what is the hedonic opportunity cost on spending six billion ______ on those railway tracks?

Solution

  1. building
  2. spend
  3. completely
  4. mister
  5. pounds
  6. paris
  7. slightly

Original Text

Here is one example. This is a train which goes from London to Paris. The question was given to a bunch of engineers, about 15 years ago, "How do we make the journey to Paris better?" And they came up with a very good engineering solution, which was to spend six billion pounds building completely new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. Now, call me Mister Picky. I'm just an ad man ... ... but it strikes me as a slightly unimaginative way of improving a train journey merely to make it shorter. Now what is the hedonic opportunity cost on spending six billion pounds on those railway tracks?

Frequently Occurring Word Combinations

ngrams of length 2

collocation frequency
billion pounds 3
diamond shreddies 3
naive advertising 2
placebo education 2
buenos aires 2
smiley face 2
penalty points 2
cast iron 2
high component 2

Important Words

  1. ad
  2. billion
  3. building
  4. bunch
  5. call
  6. coast
  7. completely
  8. cost
  9. engineering
  10. engineers
  11. good
  12. hedonic
  13. improving
  14. journey
  15. knocking
  16. london
  17. man
  18. minutes
  19. mister
  20. opportunity
  21. paris
  22. picky
  23. pounds
  24. question
  25. railway
  26. shorter
  27. slightly
  28. solution
  29. spend
  30. spending
  31. strikes
  32. time
  33. tracks
  34. train
  35. unimaginative
  36. years