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The mythical ‘butterfly effect’ does exist, but we don’t spend enough time butterfly hunting. Here are some recent butterfly effect discoveries, from my own experience: A website adds a single extra option to its checkout procedure – and increases sales by $300m per year. An airline changes the way in which flights are presented – and sells £8m more of premium seating per year. A software company makes a seemingly inconsequential change to call-centre procedure – and retains business worth several million pounds. A publisher adds four trivial words to a call-centre script – and doubles the rate of conversion to sales. A fast-food outlet increases sales of a product by putting the price . . . up. All these disproportionate successes were, to an economist, entirely illogical. All of them worked. And all of them, apart from the first, were produced by a division of my advertising agency, Ogilvy, which I founded to look for counter-intuitive solutions to problems. We discovered that problems almost always have a plethora of seemingly irrational solutions waiting to be discovered, but that nobody is looking for them; everyone is too preoccupied with logic to look anywhere else. We also found, rather annoyingly, that the success of this approach did not always guarantee repeat business; it is difficult for a company, or indeed a government, to request a budget for the pursuit of such magical solutions, because a business case has to look logical.

Delta Airlines, you might have noticed, does not run negative TV ads about USAir. It does not show pictures of the crash of USAir Flight 427, with a voice-over saying: “USAir, airline of death. Going to Pittsburgh? Fly Delta instead.” And McDonald’s, you might also have noticed, does not run ads reminding viewers that Jack in the Box hamburgers once killed two customers. Why? Because Delta and McDonald’s know that if the airline and fast-food industries put on that kind of advertising, America would soon be riding trains and eating box-lunch tuna sandwiches. Yet every two years the American politics industry fills the airwaves with the most virulent, scurrilous, wall-to-wall character assassination of nearly every political practitioner in the country—and then declares itself puzzled that America has lost trust in its politicians.

In Switzerland in October 2012, Muslims complained about a billboard campaign for Swiss International Air Lines, whose logo includes the cross from the Swiss flag, because the ads contained the words “‘the cross is trumps’”: “Muslims in Switzerland have responded negatively to the advertising, which they believe promotes Christianity over other religions.... ‘Many Muslims feel this Christian slogan [of Swiss International] is a provocation and an assault against Islam.’” The airline said that its ad campaign does not carry any religious or political message—that in fact the word “trumps” is a pun for a Swiss card game—and apologized for upsetting Muslims.237 Even in the

An airline gate agent confronted me and told me that I had to delete my video recordings I had made in the gate area or I would not be allowed to board the flight. I opted to keep my video recordings and they canceled my airline ticket. The videos I made became popular on social media and the advertising revenue more than paid for my replacement airline ticket on a much nicer airline!

Cuban Aircraft are Seized During the early 1960’s, Erwin Harris sought to collect $429,000 in unpaid bills from the Cuban government, for an advertising campaign promoting Cuban tourism. Holding a court order from a judge in Florida and accompanied by local sheriff’s deputies, he searched the East Coast of the United States for Cuban property. In September 1960, while Fidel was at the United Nations on an official visit, Harris found the Britannia that Castro had flown in to New York. That same day the front page of The Daily News headlined, “Cuban Airliner Seized Here.” Erwin Harris continued by seizing a C-46, which was originally owned by Cuba Aeropostal and was now owned by Cubana, as well as other cargo airplanes. He seized a Cuban Naval vessel, plus 1.2 million Cuban cigars that were brought into Tampa, Florida, by ship. In Key West, Harris also confiscated railroad cars carrying 3.5 million pounds of cooking lard destined for Havana. All of these things, excepting the Britannia, were sold at auction. Nikita S. Khrushchev, the Soviet premier, replaced the airplane that had been confiscated. On September 28th, Castro boarded the Soviet aircraft at Idlewild Airport smiling, most likely because he knew that his Britannia airplane would be returned to Cuba due to diplomatic immunity.

There can be no disputing that the computer has increased the power of large-scale organizations like the armed forces, or airline companies or banks or tax-collecting agencies. And it is equally clear that the computer is now indispensable to high-level researchers in physics and other natural sciences. But to what extent has computer technology been an advantage to the masses of people? To steelworkers, vegetable-store owners, teachers, garage mechanics, musicians, bricklayers, dentists, and most of the rest into whose lives the computer now intrudes? Their private matters have been made more accessible to powerful institutions. They are more easily tracked and controlled; are subjected to more examinations; are increasingly mystified by the decisions made about them; are often reduced to mere numerical objects. They are inundated by junk mail. They are easy targets for advertising agencies and political organizations. The schools teach their children to operate computerized systems instead of teaching things that are more valuable to children.

ahead of ICAO audit By Tarun Shukla | 527 words New Delhi: India's civil aviation regulator has decided to restructure its safety board and hire airline safety professionals ahead of an audit by the UN's aviation watchdog ICAO (International Civil Aviation Organization). The Directorate General of Civil Aviation (DGCA) announced its intent, and advertised the positions on its website. ICAO told the Indian regulator recently that it would come down to India to conduct an audit, its third in just over a decade, Mint reported on 12 February. Previous ICAO audits had highlighted the paucity of safety inspectors in DGCA. After its 2006 and 2012 audits, ICAO had placed the country in its list of 13 worst-performing nations. US regulator Federal Aviation Authority followed ICAO's 2012 audit with its own and downgraded India, effectively barring new flights to the US by Indian airlines. FAA is expected to visit India in the summer to review its downgrade. The result of the ICAO and FAA audits will have a bearing on the ability of existing Indian airlines to operate more flights to the US and some international destinations and on new airlines' ability to start flights to these destinations. The regulator plans to hire three directors of safety on short-term contracts to be part of the accident investigation board, according to the information on DGCA's website. This is first time the DGCA is hiring external staff for this board, which is critical to ascertain the reasoning for any crashes, misses or other safety related events in the country. These officers, the DGCA said on its website, must have at least 12 years of experience in aviation, specifically on the technical aspects, and have a degree in aeronautical engineering. DGCA has been asked by international regulators to hire at least 75 flight inspectors. It has only 51. India's private airlines offer better pay and perks to inspectors compared with DGCA. The aviation ministry told DGCA in January to speed up the recruitment and do whatever was necessary to get more inspectors on board, a government official said, speaking on condition of anonymity. DGCA has also announced it will hire flight operations inspectors as consultants on a short-term basis for a period of one year with a fixed remuneration of `1.25 lakh per month. "There will be a review after six months and subsequent continuation will be decided on the basis of outcome of the review," DGCA said in its advertisement. The remuneration of `1.25 lakh is higher than the salary of many existing DGCA officers. In its 2006 audit, ICAO said it found that "a number of final reports of accident and serious incident investigations carried out by the DGCA were not sent to the (member) states concerned or to ICAO when it was applicable". DGCA had also "not established a voluntary incident reporting system to facilitate the collection of safety information that may not otherwise be captured by the state's mandatory incident reporting system". In response, DGCA "submitted a corrective action plan which was never implemented", said Mohan Ranganthan, an aviation safety analyst and former member of government appointed safety council, said of DGCA. He added that the regulator will be caught out this time. Restructuring DGCA is the key to better air safety, said former director general of civil aviation M.R. Sivaraman. Hotel industry growth is expected to strengthen to 9-11% in 2015-16: Icra By P.R. Sanjai | 304 words Mumbai: Rating agency Icra Ltd on Monday said Indian hotel industry revenue growth is expected to strengthen to 9-11% in 2015-16, driven by a modest increase in occupancy and small increase in rates. "Industry wide revenues are expected to grow by 5-8% in 2014-15. Over the next 12 months, Icra expects RevPAR (revenue per available room) to improve by 7-8% driven by up to 5% pickup in occupancies and 2-3% growth in average room rates (ARR)," Icra said. Further, margins are expected to remain largely flat for 2014-15 while

What makes their new campaign so awful is that they're trying to convince business travelers that flying Southwest will make us more “productive.” Right. That's the big airline issue for me. Not price. Not schedule. Not comfort. Not reliability. "Bob, what airline you wanna take?" "I don't know. Which one makes me more productive?" It's such a moronic strategy, it can only have come from a trained marketing professional.

At a key point in the letter James told his readers: “You do not have because you do not ask God” (4:2). Prayer makes a difference. Your prayer makes a difference. “The prayer of a righteous person is powerful and effective” (5:16). One of the most successful advertising campaigns of recent years came from a regional airline in the US during the run-up to Christmas. They set up a “virtual Santa” in the departure lounge of a domestic flight. Passengers would scan their boarding pass, activating a screen featuring Santa (located somewhere else and with access to their flight details), who would then ask them what they wanted for Christmas before sending them on their way. Unbeknownst to the passengers, employees from the airline then went out to local malls to purchase and wrap the very things the passengers had asked for—everything from new socks to a widescreen TV. When the passengers arrived at their destination, their gifts arrived along with their luggage at the baggage belt. Many stood in disbelief when they realised what had happened. Needless to say, the video recording their reactions went viral, providing the airline with way more publicity and goodwill than a standard commercial would have generated. But after the warm glow from watching it subsided, I had one thought in my mind: The guy who only asked for socks must be kicking himself. Once he’d realised what had happened, surrounded by people with expensive cameras and tablets, he must have felt a little foolish clutching a pair of socks. If only he had known. If only he had asked. James does not want us to make the same mistake. The prayer of a righteous man is powerful and effective. It is real. Things actually happen. God answers. How foolish we are not to pray far more than we do. How foolish, at the end of the day, aware of all that we could have had, to be left clutching the equivalent of a pair of socks that we never even realised we would get. Not every Christian can be a great theologian, preacher, missionary or evangelist. But every Christian can be a great and effective pray-er.

When they built the first prototype, they thought that the airline would soon be placed into operation. But life shows that loud advertising and haste lead to nothing good. A test flight is one thing, and regular commercial flight is quite another. --Andrei Nikolayevich Tupolev, Pravda, May 8, 1971

Eagle pursued a brilliant indirect strategy. With the help of many ex-Frito-Lay sales and marketing executives hired expressly to take the fight to Frito-Lay, it decided not to attack Frito-Lay at the center of its business: supermarkets. Instead, Eagle made raids at the outposts. It placed Eagle snacks with the airlines to generate trials. (Seasoned fliers will remember those little bags of Eagle honey-roasted peanuts.) They sold into bars and taverns, where the natural product fit gave them instant acceptance. These early trials established Eagle as a high-quality brand. Then Eagle took aim at smaller supermarkets and grocery outlets where Frito-Lay had less clout than with the big accounts. And Eagle began to advertise. Unlike Frito-Lay, which has a unique brand name for each of its products, Eagle leveraged its one brand name across its entire line. It could promote all its products with one brand campaign, saving millions on advertising.

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