Rory Sutherland, one of the world's most sought out advertising geniuses, delivers a fascinating problem solving keynote that introduces the concept of the trifecta. According to Sutherland, many of the world's greatest problems can be solved by some of the same fundamental principles that are routinely applied in advertising. Intangible value, as he reminds the audience, is a not a resource that is scarce in the world today. And, if more people were able to see the intangible values in things -- such as emotion -- the world would be a much happier place.
Intangible value is derived from a combination of psychology, economics and technology; the sweet spot or the trifecta is located somewhere in there. He uses the pet rock as an example to show how a random bit of earth can create elements of emotion and attachment.
His problem solving speech emphasizes the fact that too many people in the world view complex and complicated things as having a quick fix somewhere. The sooner people are able to fathom something -- like a rock -- as having more than its face value, we can begin to come up with more effective solutions.