Alchemy: The Surprising Power of Ideas That Don't Make Sense

by Rory Sutherland

HOW COLOMBIANS RE-IMAGINED LIONFISH (WITH A LITTLE HELP FROM OGILVY AND THE CHURCH) When Hurricane Andrew hit the south-eastern US in 1992, it was the worst hurricane in US history. It caused incalculable damage both to property and to the environment; however, its biggest environmental effect, perhaps, was not the loss of a species, but the opposite. In South Florida, the hurricane burst a large coastal aquarium tank, releasing an unwelcome species of fish into the Gulf of Mexico and the Caribbean. The lionfish comes from the tropical waters around Indonesia. Though beautiful to look at, it is a voracious predator of other fish, and is able to eat as many as 30 in half an hour. Furthermore, one female lionfish can produce over two million eggs per year, which was a particular problem in the Caribbean, where it has no natural predators. The decimation of local species threatened the environment and the economics of Colombia, much of which depends on fishing. It was also destroying the ecology of coral reefs. This was when some colleagues of mine borrowed an idea from Frederick the Great; Ogilvy & Mather in Bogotá decided that the solution was to create a predator for the lionfish – humans. The simplest and most cost-effective way to rid Colombia’s waters of lionfish was to encourage people to eat them, which would encourage anglers to catch them. The agency recruited the top chefs in Colombia and encouraged them to create lionfish recipes for the best restaurants. As they ...