

Rory Sutherland
Creativity Deficit
- Institutional decision-making desperately needs more creativity.
- However, creative behaviors are often not rewarded, and may even be punished, in professional settings.
Beginner's Mind
- Challenge assumptions to be creative, like the Intercity 125 designer who questioned the need for buffers.
- The designer realized buffers were unnecessary since the train wouldn't be shunted.
Asymmetry of Creativity
- Creative people must present ideas to rational people for approval, but the reverse never happens.
- Finance, legal, or compliance never seek creative input, creating an imbalance.







Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.
Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.
Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.
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