On Black Friday 2011, the outdoor brand Patagonia took out a full-page advert in The New York Times telling its customers, in giant black capitals, not to buy their bestselling jacket. What happened next rewrote the rulebook on honesty in advertising — and ended up making the company hundreds of millions of pounds. This week Toby unpacks the counterintuitive story behind one of the most studied marketing moments of the century, digs into the behavioural psychology that makes reverse-psychology work, and explores why telling customers ‘no’ can be the most persuasive thing an estate agent ever does.

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