Rory Sutherland is the author of Alchemy, a senior advertising executive, and the man who understands why some ideas connect with people and some ideas don’t. He’s a columnist, an innovator and a trailblazer in the world of marketing and advertising.

Rory doesn’t have time for business platitudes, but rather looks for the unconventional crazy ideas that really stand out. This is why he devoted years of his life to looking at business from a human behavioural perspective, to understand not just why people should do things, but why they actually do them.

Rory always seeks out the outlier and the unexplainable phenomena. He’s become an expert on why certain emotional triggers cause us to behave irrationally, how you can be aware of yourself when you aren’t making smart decisions, and how you can deploy those triggers when you’re trying to sell something yourself. Rory blessed us with his one of a kind knowledge to make this one of the most memorable conversations we’ve had with an author for a while.

Topics:

The concept of how we value things
Recursive Trends
The brain's marketing function: Signalling
technology making location irrelevant
making something bad to give it value
Scarcity of product
personalisation
how to deliver a product to the world
Why business are focusing on the wrong thing
Personal branding
Why do you think you successful
The last guest question

Rory’s book:

⁠https://www.amazon.co.uk/Alchemy-Surprising-Power-Ideas-Sense/dp/0753556529⁠