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Rory Sutherland - Alchemy


The Surprising Power of Ideas That Don't Make Sense

Rory Sutherland is the Vice Chairman of Ogilvy in the UK where has co-founded a behavioral science practice. He works with a consulting practice of psychology graduates who look for “unseen opportunities” in consumer behaviour – tiny contextual changes which can have enormous effects on the decisions people make. Rory is a regular contributor to The Spectator, Market Leader and Impact, and has published two books: The Wiki Man, and Alchemy, The surprising Power of Ideas which don’t make Sense.


00:00 | Trailer.
02:27 | Brian’s thoughts on the episode.
03:13 | Brian’s introduction.
03:47 | What has changed in the last four years of understanding human behaviour in relation to marketing.
05:06 | Americans feel they can’t recapture the American dream.
15:43 | Boris Johnson, Jeremy Corbyn and Donald Trump from a marketing perspective.
25:18 | Where marketing started.
30:03 | By what means marketing should now focus on making improvements to people’s lives.
35:45 | Human behaviour doesn’t run on objective realities.
39:25 | AI lacks a necessary skill in marketing.
51:14 | Every man has two reasons for doing things he does, a good reason and the real one
56:00 | A brilliant piece of advertising by Donald Trump
1:07:45 | The importance of a four-day week.
1:11:54 | Wealth is only meaningful if it increases the choices you can make.
1:14:51 | The marketing manipulation of the Brexit vote and the perception of Brexit now, versus reality.
1:25:05 | The placebo effect, the psychological effect of what we are being sold.
1:31:29 | To be brilliant you have to be irrational.
1:32:55 | The problem with logic is it kills off magic.
1:33:28 | Dare to be trivial.
1:35:59 | A weed is simply a flower without an advertising budget.
1:36:45 | Don’t design for average.
1:38:29 | The opposite of a good idea can also be a good idea.
1:42:34 | If there were a logical answer, we would have found it.
1:43:21 | Test counter-intuitive things only because no-one else will.
1:44:10 | How Rory views modern day marketing which seems governed by data driven logic.
1:50:07 | The whole advertising industry has totally lost the plot.
1:57:59 | Rory’s daily practice.
2:01:51 | What is Rory’s superpower.
2:03:55 | The best and worst days of his life.
2:08;55 | What scares Rory.
2:14:26 | What keeps him awake at night.
2:18:22 | Phone call to the 20 years old Rory Sutherland.
2:21:13 | Best advice he ever received about marketing.
2:22:45 | Success secrets.
2:23:13 | Advice to the 20 years old listening
2:25:01 | Brian’s summing up.


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