Join Rory Sutherland, vice chairman of Ogilvy UK and author of "Alchemy," as he unravels the nuances of marketing through a behavioral lens. He discusses how perception shapes value, the concept of scarcity, and why some ideas resonate while others don't. Rory reveals the importance of personal branding, the irrational nature of decision-making, and the fascinating psychological triggers that influence consumer behavior. Prepare for a lively conversation filled with innovative insights on what truly drives success in business!
01:40:14
forum Ask episode
web_stories AI Snips
view_agenda Chapters
menu_book Books
auto_awesome Transcript
info_circle Episode notes
insights INSIGHT
Perceived Value
Perceived value is as real as tangible value, created in the mind, not just the factory.
Focus on what things mean, not just what they are, using psychology and storytelling.
question_answer ANECDOTE
Uber Map
Uber's map feature, inspired by Goldfinger, addresses not duration, but uncertainty of waiting times.
The map transforms the quality of waiting, not the quantity, creating a trustless system.
insights INSIGHT
IKEA Effect
Making a process more difficult can increase a product's perceived value (the IKEA effect).
This is because consumers invest effort, creating a narrative of value and justifying lower costs.
Get the Snipd Podcast app to discover more snips from this episode
Alchemy, The Surprising Power of Ideas That Don't Make Sense
The surprising Power of Ideas which don't make Sense
Rory Sutherland
Rory Sutherland's "Alchemy" explores the surprising power of ideas that don't make sense from a behavioral economics perspective. The book challenges conventional wisdom in marketing, advertising, and decision-making, highlighting the importance of seemingly irrational factors. Sutherland uses numerous anecdotes and examples to illustrate how seemingly illogical approaches can yield unexpected results. He emphasizes the role of emotion and perception in shaping consumer behavior and decision-making processes. The book offers valuable insights for anyone seeking to understand and influence human behavior.
Rory Sutherland is the author of Alchemy, a senior advertising executive, and the man who understands why some ideas connect with people and some ideas don’t. He’s a columnist, an innovator and a trailblazer in the world of marketing and advertising.
Rory doesn’t have time for business platitudes, but rather looks for the unconventional crazy ideas that really stand out. This is why he devoted years of his life to looking at business from a human behavioural perspective, to understand not just why people should do things, but why they actually do them.
Rory always seeks out the outlier and the unexplainable phenomena. He’s become an expert on why certain emotional triggers cause us to behave irrationally, how you can be aware of yourself when you aren’t making smart decisions, and how you can deploy those triggers when you’re trying to sell something yourself. Rory blessed us with his one of a kind knowledge to make this one of the most memorable conversations we’ve had with an author for a while.
The Diary Of A CEO with Steven Bartlett 
