HUNGRY. Espresso: Rory Sutherland's Favourite Dumb Questions to Unlock HUGE Growth
Nov 27, 2025
Join Rory Sutherland, a behavioral economist and advertising executive renowned for his insights on creativity and marketing, as he dives into the power of 'dumb questions' for unlocking growth. He discusses how organizations must look beyond mere metrics and focus on true goals. Rory highlights the importance of enjoyable experiences, contrasts conventional projects with Disney-style thinking, and offers innovative solutions for transport issues. His thoughts on psychological interventions as a cost-efficient alternative to engineering are particularly eye-opening.
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Reframe Technical Problems As Behavioural Ones
- Reframe technical problems as behavioural challenges to unlock more creative solutions.
- Rory Sutherland argues subjective judgment and imagination beat narrow economic models for public projects.
Question Big Infrastructure Assumptions
- Large infrastructure can be the wrong answer if it serves few people's daily needs.
- Rory suggests asking whether the money could create broader economic value than a single fast link.
Personal Frustration With Eurostar Routing
- Rory recounts his frustration that Eurostar doesn't stop at Ebbsfleet or Ashford despite obvious demand.
- He describes how many travellers prefer boarding outside central London to avoid travelling the wrong way.
