The Ledger

Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.

clear all ✕

why aren't all 9 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 0 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable

Assertion Supported
Sutherland: Trial Lawyers Heavily Fund US Democrats to Block Tort Reform
“Particularly because there's no tort law reform in the US, and that's partly because, I was told yesterday, trial lawyers are among largest donors to the Democratic Party because they resist any kind of tort law reform.”
Rory Sutherland Dec 9, 2025 ▶ 53:53 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Supported
Sutherland: Swedish Study Found Sunbed Users Had Higher Life Expectancy
“So there was a study, actually, among Swedes where there was a higher instance of skin cancer among Swedish sunbed addicts, but they actually had a higher life expectancy, which they didn't expect.”
Rory Sutherland Dec 9, 2025 ▶ 1:42:29 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Supported
Royal Mail discovered customer satisfaction relied entirely on liking the postman
“The major determinant of whether you liked Royal Mail or not was whether you liked your postman, or postie, technically, to be used the gender-neutral term. So people who had a rather unreliable service, but the postman did the odd favor for them, left things …”
Rory Sutherland Dec 9, 2025 ▶ 8:02 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Contradicted
Sutherland: Wine tastes better when poured from a heavier bottle
“Wine will taste better if you pour it from a heavier bottle.”
Rory Sutherland May 30, 2017 ▶ 11:19 Rory Sutherland: The Psychology of Advertising
Assertion Partly supported
Sutherland: Advertising used randomized trials decades before medical science adopted them
“The randomized control trial was being widely used in advertising in the Edwardian era, and it took medical science and until about 1947, before they reached the same point of sophistication as the advertising industry.”
Rory Sutherland May 30, 2017 ▶ 37:28 Rory Sutherland: The Psychology of Advertising
Assertion Supported
Sutherland: Vanishingly few Google users click 'I'm Feeling Lucky'
“The number of people who actually click it, i.e., I'm feeling lucky, take me straight to a single page, is vanishingly small. People want to choose between, you know, effectively above-the-fold options”
Rory Sutherland Dec 9, 2025 ▶ 3:14 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Supported
Four out of five IPA Gold advertising winners are family-controlled businesses
“Four out of the five gold winners, it's only every two years, this award, and it's very, very rigorously judged. Four out of the five winners, namely McCain, your Canadian heroes. McCain, Yorkshire Tea, Specsavers, and Lathwaites, a wine company. Four out of t…”
Rory Sutherland Dec 9, 2025 ▶ 32:13 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Supported
Sutherland: Hermès Kelly Bags Resell Above Retail Due to Purchase Restrictions
“Some of those things, by the way, weirdly, you can resell them for more than the purchase price, because in some cases, the Kelly bag, for example, they won't sell it to you until you've been a fairly reliable customer of theirs for some time, and therefore th…”
Rory Sutherland Dec 9, 2025 ▶ 1:26:05 How to Think Like a World-Class Marketer | Rory Sutherland
Assertion Supported
Sutherland: Pill color, size, and frequency impact placebo effectiveness
“I know color matters, size matters, the number you take and how frequently. All of those things have an effect on the placebo effect.”
Rory Sutherland May 30, 2017 ▶ 1:11:54 Rory Sutherland: The Psychology of Advertising
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