Uncensored CMO Rory Sutherland on why luck beats logic in marketing
35 snips
Jan 14, 2026 
Rory Sutherland, a behavioural scientist and advertising executive, discusses how embracing luck and spontaneity can revolutionize marketing. He critiques self-censorship and the obsession with logic, emphasizing that success often hinges on unexpected opportunities. Rory shares insights on the importance of embracing inefficiencies and 'delighters' in campaigns. He also explains the significance of long-term strategies and how great ideas may need more marketing support. With his blend of humour and expertise, Rory challenges conventional wisdom in the marketing world.
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Almond Scent Stunt Backfired And Boosted Sales
- Rory Sutherland accidentally caused a national scare by pumping almond scent in London Underground for Di Saronno.
- The stunt was pulled but UK sales rose 20% that Christmas, showing risky PR can still drive demand.
Confected Outrage Kills Creative Risk
- Confected outrage from media makes companies paranoid and kills brave advertising.
- That paranoia increases self-censorship and reduces creative risk-taking across the industry.
Marketing Is Fat‑Tailed And Needs Serendipity
- Many legendary ad successes came from serendipity or mistakes, not pure process.
- Turning marketing into a Fordist production line reduces exposure to these high-impact lucky events.
