Generate ideas that don't sound logical, then validate them with cheap behavioural experiments — Rory Sutherland's 'the opposite of a good idea can be a good idea' plus revealed-preference testing. Use when the obvious/logical solution is saturated and the user wants genuinely different options, asks 'what's a creative/unconventional angle', 'how do we stand out', 'should we run a test/experiment', 'how do we know what people actually want', or is about to trust a survey/focus group. Covers deliberate inversion of the obvious move, why stated preferences lie, and designing small reversible experiments that watch behaviour. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「競合と同じ案しか出ない」「アンケートは好評なのに売れない」「思い切った案を安く試したい」）にも使う。中文咨询（“只能想出和竞品一样的方案”“问卷好评却卖不动”）也适用。

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The perception-by-culture lens for psycho-logic — establish HOW a specific region, country, or subculture reads a signal before you send it, because perception is culturally coded and the same move can mean the opposite elsewhere. Use when adapting a product, price, message, or campaign to a new market; when the user asks 'will this work in [country/region]', 'why does this land in X but flop in Y', 'how do people here perceive Z', 'how do we localise/differentiate by region', or is about to copy a US/global playbook into another market. Covers the cultural dimensions that move Sutherland's levers — uncertainty avoidance, individualism/collectivism, status/power distance, high- vs low-context communication, mental-accounting norms, trust locus, and taboo/sacredness — and how each rewires reframing, costly-signaling, and experience-design. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic; pair with market-recon for live local data. 日本語・中文の相談（「この地域で通用する？」「适合本地市场吗？」）にも使う。

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Fix the psychologically significant moment, not the logically significant metric — Rory Sutherland on experience. Use when the outcome is fine but the journey feels bad: complaints about waiting, anxiety, uncertainty, or 'it's technically fast/cheap/correct but people still hate it'; when the user asks 'how do we reduce complaints', 'how do we make waiting/onboarding/checkout feel better', 'people are anxious during X', or is about to spend big to shave a number (wait time, load time, steps) when the real pain is how the moment feels. Covers uncertainty reduction, idle vs occupied waiting, and the peak-end rule. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「待ち時間のクレームが多い」「手続きの途中で離脱される」「お客様を不安にさせている」）にも使う。中文咨询（“等待时间投诉多”“办理中途流失”“让客户感到不安”）也适用。

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The live fieldwork layer for psycho-logic — go look at the actual target market NOW instead of reasoning from your training-data stereotype of it. Use when a psycho-logic move needs grounding in a specific place: the user asks 'what do competitors in [region/country] actually do', 'what's the real price band / norm here', 'how do local leaders position themselves', 'research this market before we localise', 'what signals trust to buyers in X', or is about to launch/adapt in a market you haven't studied. Runs structured web research in the local language — local competitors and their signals, price bands, category conventions, review/trust sources, local terminology, taboos and regulations — and synthesises a compact perception profile the four moves consume. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic; pair with cultural-context (the lens that tells you what to look for). 日本語・中文の相談（「現地の実態を調べて」「调研当地市场」）にも使う。

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Rory Sutherland's 'psycho-logic' approach to marketing, product, and business problems — solve the human perception, not just the engineering or economic metric. Use when the obvious 'logical' fix is expensive, slow, or already done by every competitor; when the user asks 'how do we make people want X', 'the product/price/funnel is fine but nobody converts', 'how do we stand out', 'is there a cheaper way to fix this', or mentions behavioral economics, nudges, irrational behavior, perception, or 'it doesn't make sense but it works'. This is the ROUTER skill: it diagnoses the problem in human terms, then dispatches to reframing, costly-signaling, counterintuitive-tests, or experience-design. Inspired by Rory Sutherland's book *Alchemy*. 日本語の相談（「商品はいいのに売れない」「値下げしかない？」「競合と差別化できない」）にも使う。中文咨询（“产品很好却卖不动”“只能降价吗？”“无法差异化”）也适用。For a catalogue of individual biases, use marketing-psychology (separate plugin) instead.

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Change what something MEANS before you change what it IS — Rory Sutherland's cheapest lever. Use when a product, price, feature, or message is objectively fine but feels cheap, generic, boring, overpriced, or unjustified; when the user says 'how do we make this feel more premium/valuable/exciting', 'people don't get why it's worth it', 'how do we reposition/rename/repackage this', or wants to raise perceived value without changing the product or cutting the price. Covers renaming, recategorising, mental accounting (price framing), creating artificial value, and context-shifting. Inspired by Rory Sutherland's *Alchemy*. Routed to from psycho-logic. 日本語の相談（「高いと言われる」「安っぽく見える」「値下げせずに高級感を出したい」）にも使う。中文咨询（“被说太贵”“显得廉价”“不降价也想显得高级”）也适用。

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