--- title: "The100: Sonic extinguishers, supply chains and cheese (of course)" description: Imposter imposters As Tim Minchin said of imposter syndrome:  I know we’ve all got it but it’s a bit boring now […] I don’t know if it’s the most interesting way to describe it […] Get over it and stop being a w*%ker […] Because you have plenty of evidence that you are good at … image: https://hello.watchmethink.com/hubfs/The100%20Banners%20(1920%20x%201080%20px)%20-%202025-12-15T161518.625.png --- [![Bombayworks logotype](https://hello.watchmethink.com/hubfs/raw_assets/public/WatchMeThink_September_2023/images/wmt-logo_inverse.svg "Bombayworks logotype")](https://watchmethink.com/) - [What we do](https://watchmethink.com/#) - [Watch Me Explore](https://watchmethink.com/what-we-do/watch-me-explore) - [Watch Me Develop](https://watchmethink.com/what-we-do/watch-me-develop) - [Watch Me Use](https://watchmethink.com/what-we-do/watch-me-use) - [Watch Me Shop](https://watchmethink.com/what-we-do/watch-me-shop) - [Who it's for](https://watchmethink.com/#) - [Consumer Insights](https://watchmethink.com/who-its-for/consumer-insights) - [Shopper Insights](https://watchmethink.com/who-its-for/shopper-insights) - [Category Management](https://watchmethink.com/who-its-for/category-mangement) - [Innovation & Product Development](https://watchmethink.com/who-its-for/innovation) - [Sensory & Consumer Science](https://watchmethink.com/who-its-for/consumer-science) - [Packaging](https://watchmethink.com/who-its-for/packaging) - [Marketing](https://watchmethink.com/who-its-for/marketing) - [About](https://watchmethink.com/about) - [The 100 Blog](https://blog.watchmethink.com/) - [Contact](https://watchmethink.com/contact) - [Login](https://watchmethink.com/dashboard) - [Sign up](https://watchmethink.com/#) - [Corporate users](https://watchmethink.com/account/register/client) - [Request registration here](https://watchmethink.com/account/register/client) - [Consumer](https://watchmethink.com/account/register/contributor) - [Get paid to review products](https://watchmethink.com/account/register/contributor) Menu # The100: Sonic extinguishers, supply chains and cheese (of course) - Home - [Blog](https://hello.watchmethink.com/blog) - The100: Sonic extinguishers, supply chains and cheese (of course) - [Blog home /](https://hello.watchmethink.com/blog) [Alistair Vince](https://hello.watchmethink.com/blog/author/alistair-vince) 09/24/2021 [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) [0 Comments](https://hello.watchmethink.com/blog/the100-sonic-extinguishers-supply-chains-and-cheese-of-course#postComment) 2 Minutes --- ## Imposter imposters As Tim Minchin said [of imposter syndrome:](https://open.spotify.com/episode/7a08q3gx3YvjX6lR6FPLJW)  > *I know we’ve all got it but it’s a bit boring now \[…\] I don’t know if it’s the most interesting way to describe it \[…\] Get over it and stop being a w\*%ker \[…\] Because you have plenty of evidence that you are good at your craft.* But young Tim, I see your comments and, while I agree, we both may need to look at [the negative influence of brilliance-focused fields](https://behavioralscientist.org/how-social-milieu-fosters-the-impostor-phenomenon/) (fields, such as nuclear physics, where it’s assumed you need raw intellectual ability to succeed) because a couple of rather clever people have used such fields to prove (possibly) that: > *…impostor experiences \[are\] at the intersection of people’s identities and their environments*. And this is unfortunately more true if you are a woman, and amplified even more so if you are an underrepresented ethnic minority woman: > *We observed that one group experienced particularly heightened impostor feelings in brilliance-oriented fields: underrepresented minority women. Compared to  \[others\] underrepresented minority women reported the strongest impostor feelings when they viewed their field as brilliance-focused.* ## We need to talk about pricing Would you pay £87 for steak and chips in a pub? It comes with a bordelaise and bearnaise sauce if that would sway your decision?  The Hand & Flowers has caused a frothing of outrage for charging exactly that. But as [Chef Ritson says: ](https://www.marketingweek.com/tom-kerridge-price-premium/) > *The point of pricing is not to ensure everyone thinks something is good value, it is to ensure that the target segment think it. Everyone else is unimportant.* And remember: > *The single most effective way to improve corporate profitability is not to increase unit sales or cut costs. It is to raise prices. Even a single percentage point bestows dramatic fiscal benefits.* ## Bass frequencies work best Moving off the edge of the map now we have [22 innovations that’ll change the world.](https://www.sciencefocus.com/future-technology/future-technology-22-ideas-about-to-change-our-world/?) If you were to press me, the sonic extinguisher would be my favourite: > *Since sound is made up of pressure waves, it can be used to disrupt the air surrounding a fire, essentially cutting off the supply of oxygen to the fuel. At the right frequency, the fire simply dies* out There’s also been some interesting articles about delayed innovation, from [the can opener](https://www.smithsonianmag.com/smart-news/why-can-opener-wasnt-invented-until-almost-50-years-after-can-180964590/) to [the suitcase with wheels.](https://www.linkedin.com/posts/harbech_remember-when-suitcases-didnt-have-wheels-activity-6831104635793629184-y-CU) ## Kick the tyres and light the fires Global supply chains are in a bit of a pickle. But why? Wonder no more: [Matthew Hockenberry gives you 28 answers](https://twitter.com/hockendougal/status/1438538388991266823).  Oh, [and this brilliant parody](https://youtu.be/trFDnO2iUNU) is worth a watch too.  And when the goods do arrive, this is [what goes into an average shift driving a lorry.](https://twitter.com/thelorryist/status/1439361631872602112) ## Sprechen sie deutsch? Before we go any further in this section, it’s important to point out that [European  civilization was built on ham & cheese.](https://twitter.com/incunabula/status/1434803410902167552)  Now I’ve got that off my chest, here are 3 (more) rabbit holes to go down: 1. [An infinite zoom](http://zoomquilt.org/) (not that type) which is pretty impressive. Less so if you suffer from motion sickness, and if so, I wouldn’t advise.  2. My 10 year old showed me a site called [Pointerpointer.](https://pointerpointer.com/) Put your cursor anywhere and it will find a photo where someone is pointing to it. Who said AI was a waste of time? 3. And finally, how good are you at [recognising languages from around the world?](https://lingyourlanguage.com/game) Now you can find out.  --- #### Tag: [The100](https://hello.watchmethink.com/blog/tag/the100) [Homepage](https://hello.watchmethink.com/blog/tag/homepage) #### Share: - [Follow us on Facebook](http://www.facebook.com/share.php?u=https://hello.watchmethink.com/blog/the100-sonic-extinguishers-supply-chains-and-cheese-of-course) - [Follow us on Twitter](https://twitter.com/intent/tweet?url=https://hello.watchmethink.com/blog/the100-sonic-extinguishers-supply-chains-and-cheese-of-course&text=The100:%20Sonic%20extinguishers,%20supply%20chains%20and%20cheese%20(of%20course)) - [Follow us on Linkedin](http://www.linkedin.com/shareArticle?mini=true&url=https://hello.watchmethink.com/blog/the100-sonic-extinguishers-supply-chains-and-cheese-of-course) - [Follow us on Pinterest](http://pinterest.com/pin/create/button/?url=https://hello.watchmethink.com/blog/the100-sonic-extinguishers-supply-chains-and-cheese-of-course&text=The100:%20Sonic%20extinguishers,%20supply%20chains%20and%20cheese%20(of%20course)description=Imposter%20imposters%20As%20Tim%20Minchin%20said%20of%20imposter%20syndrome:&media=https://3461170.fs1.hubspotusercontent-na1.net/hubfs/3461170/The100%20Banners%20%281920%20x%201080%20px%29%20-%202025-12-15T161518.625.png) --- --- ## From the archives If you like The100, maybe even found it vaguely enjoyable (steady now), you can have a ganders at our previous issues. Fill your boots. [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 19 September, 2025 #### [The100: Uber’s research playbook, online delivery models and polyphonic ringtones](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) UberCool Back in 2017, Uber had a problem. Passengers were so unhappy with UberPool that Uber… [Read More](https://hello.watchmethink.com/blog/the100-ubers-research-playbook-online-delivery-models-and-polyphonic-ringtones) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 05 September, 2025 #### [The100: Expanding time, talking to animals and Chile’s Atacama Desert](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) SharkNinja’s $16B+ Product Machine SharkNinja must see more launches than a shipyard. Each year… [Read More](https://hello.watchmethink.com/blog/the100-expanding-time-talking-to-animals-and-chiles-atacama-desert) [The100](https://hello.watchmethink.com/blog/tag/the100), [Homepage](https://hello.watchmethink.com/blog/tag/homepage) 22 August, 2025 #### [The100: The price of American made, judgement economies and 1880s hipsters](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) Does your brand need to be polarising to be successful? From their grand palaces of ‘hot takes’,… [Read More](https://hello.watchmethink.com/blog/the100-the-price-of-american-made-judgement-economies-and-1880s-hipsters) - Get started - [Login](https://watchmethink.com/account/login) - [Sign up: Corporate User](https://watchmethink.com/account/register/client) - [Sign up: Consumer](https://watchmethink.com/account/register/contributor) - Resources - [Terms for Thinkers](https://watchmethink.com/terms) - [Terms for Adhoc Work](https://watchmethink.com/terms-for-adhoc-work) - [Terms for Subscriptions](https://watchmethink.com/terms-for-subscriptions) - [Terms for Agents](https://watchmethink.com/agent) - About - [Contact us](https://watchmethink.com/contact) - [About us](https://watchmethink.com/about) - [Blog](https://blog.watchmethink.com/) - [Privacy policy](https://watchmethink.com/privacy) - [Equality, diversity and labour standards](https://watchmethink.com/equality-diversity-labour-standards) - Social - [LinkedIn](https://www.linkedin.com/company/watch-me-think) - [Twitter](https://twitter.com/watchmethink) ![cyber-essentials-plus](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/cyber-essentials-plus.png?width=96&name=cyber-essentials-plus.png "cyber-essentials-plus") ![mrs-logo-cps](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/mrs-logo-cps.png?width=216&name=mrs-logo-cps.png "mrs-logo-cps") ![watch](https://hello.watchmethink.com/hs-fs/hubfs/WatchMeThink_September_2023/images/watch.png?width=213&name=watch.png "watch") Watch Me Think © 2025. 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