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 things
How the channel can be more important than the message
Why dropping your price should be the most controversial decision you ever make
The book that gave Rory a nudge towards behavioural science
Why 1 x 10 is not the same thing as 10 x 1 from a marketing perspective
Ergodicity. The word every Marketer needs to learn.
Why the better your creative is the less you should target it
Why Effectiveness is not the same as Efficiency
The role uncertainty and risk avoidance plays in choosing a brand
Why Usain Bolt eats McDonalds chicken nuggets
How to charge for creative work
Alchemy. How marketing can add as much value as the product itself.
Why it’s time we appreciated Country music and Worthers originals
How David Ogilvy described people who don’t respect the consumer
Why being over 40 in Marketing means you must be brilliant
The case for moving out of London
Why students should be allowed to spend their student loan on anything
Find out something Rory has never told anyone, it might surprise you!

Ep.2 - Chris Horner