Real World Behavioural Science 32. Rory Sutherland, Ogilvy UK
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Dec 20, 2023 
Rory Sutherland, Creative Director and behavioral science pioneer at Ogilvy, dives into the quirks of human decision-making. He discusses how Jesus mastered loss aversion and how irrational stories drive our responses. Rory emphasizes the art of anecdotal information over metrics and the benefits of meetings without agendas. He encourages innovative thinking in both marketing and healthcare, offering humorous insights on waiting lists and the psychology of transport. This lively conversation intertwines psychology with everyday choices in delightful ways.
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Aesop as Behavioral Scientist
- Rory Sutherland argues that Aesop was the first behavioral scientist, citing fables like "Dog in the Manger" and "Sour Grapes".
- These fables illustrate quirks of human psychology, predating modern behavioral science concepts.
Jesus and Loss Aversion
- Sutherland suggests Jesus was interested in behavioral science, citing the parable of the Lost Sheep.
- He connects this parable to the concept of loss aversion, a key principle in behavioral economics.
The Weirdo Hire
- Sutherland recounts being hired at Ogilvy as a "weirdo", highlighting the benefit of diverse hiring.
- Hiring in groups allows for broader selection, fostering cognitive diversity within teams.