The Assumption and Delusion of Knowing How Things Work

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Humans often assume they know how everything works and can control it, but this assumption has been present throughout history. Science has continuously evolved and made new discoveries, yet we still tend to pretend to understand things rather than acknowledging that there are still unknown elements.

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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