The power of ideas that don't make sense - Rory Sutherland, Ogilvy

Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019.  ​

What we covered in this episode:

Why economics doesn’t explain why people buy thingsHow the channel can be more important than the messageWhy dropping your price should be the most controversial decision you ever makeThe book that gave Rory a nudge towards behavioural scienceWhy 1 x 10 is not the same thing as 10 x 1 from a marketing perspectiveErgodicity. The word every Marketer needs to learn.Why the better your creative is the less you should target itWhy Effectiveness is not the same as EfficiencyThe role uncertainty and risk avoidance plays in choosing a brandWhy Usain Bolt eats McDonalds chicken nuggetsHow to charge for creative workAlchemy. How marketing can add as much value as the product itself.Why it’s time we appreciated Country music and Worthers originalsHow David Ogilvy described people who don’t respect the consumerWhy being over 40 in Marketing means you must be brilliantThe case for moving out of LondonWhy students should be allowed to spend their student loan on anythingFind out something Rory has never told anyone, it might surprise you!