05/06/2026
"The gap between using a Japanese toilet and using a conventional toilet is roughly equivalent to the gap between using a conventional toilet and defecating in a bucket " 🚽😂That is how marketing legend Rory Sutherland describes the difference.
It sounds extreme, but anyone who has traveled to Japan knows it's the absolute truth.In behavioral economics, these are called "experience goods". You don't think you need a heated seat, custom warm-water cleansing, or built-in air drying—until you try it. Once you experience it, standard reality feels completely barbaric.It’s not just a toilet. It’s an irreversible upgrade to your home, your hygiene, and your daily routine. Are you ready to banish the medieval standard from your bathroom? visit our Penrith studio on King Street to explore our range of premium smart toilets and bring modern luxury home.
I liken this to Electric windows in a car Economists might say electric windows are a trivial luxury because they don't get you to your destination any faster. Yet millions of people are willing to pay for them because they improve dozens of tiny moments during ownership.
The value isn't that the window moves. The value is how it moves.
Just as a Japanese toilet doesn't perform a fundamentally different bodily function than a conventional toilet, electric windows don't perform a fundamentally different transportation function than manual windows. Both are examples of innovations that create disproportionate value by reducing friction, effort, and annoyance.
A very Rory-esque summary might be:
"The purpose of innovation isn't always to change the outcome. Sometimes it's to change how the outcome feels."
That's why people remember heated seats, electric windows, soft-close doors, and Japanese toilets long after they've forgotten the engine size, motor torque, or plumbing specifications.