Change the world using human psychology

Amine Hammou
2 min readApr 2, 2021
Brand Orchestrate

The theory of changing the world from global issues works at 10x the impact but very low percentages 1%, 2% in return improvements

If you ask Google engineers, how will you change the world? they would say: we invest in making things 10x faster, 10x better quality, make the internet 10x faster using 5G etc…

Well, Google are engineers, not psychologists, they don’t actually care about the human wellbeing and experience on earth as much as they care about the quality of their products

The process of literally reducing time frictions and global causes is a very challenging long process

Thanks to human psychology, there’s a way to fix this.

Instead of changing the speed of the train to arrive 2h earlier or to build a bigger plane that flies 3 times faster challenging all the laws of diminishing returns in physics,

“We should be looking at the things that FEELS 10x different rather than ARE 10x different” Rory Sutherland

- We can make a hotel 10x cooler than another hotel at a fraction of the cost

- We can make the train journey 10x more enjoyable and it is by far a worth mile aim than making the train journey 90% shorter in duration

But how can we do that?

For the train example there’s something called a “sleeper train” where it combines travelling with a place to sleep, sleeper trains were the preferred way of travelling long distances overland. A few trains, including an “Orient Express” which used to run from Paris to Istanbul, became famous through film and literature.

“A mind that is stretched by new experiences can never go back to it’s old dimensions” Oliver -Wendell Holmes Jr-

Change the human experience and lead the world to change.

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Amine Hammou

Professional misfit writing words that matter | Founder of Personal Brand MBA 🏴 Teaching the business of personal branding: