Rory Sutherland

Rory Sutherland, a distinguished British advertising executive, serves as the vice-chairman of Ogilvy UK and has made significant contributions to the field of behavioral science. His career, marked by a keen interest in the quirks of human behavior and the unconventional paths to persuasion, has seen him co-found Ogilvy's Behavioural Science Practice. Sutherland's work is not only influential in the advertising world but also extends to his insightful musings in The Spectator’s Wiki Man column and his engaging presentations for BBC Radio 4. His expertise is further recognized by his role on the advisory board of the Evolution Institute and his past presidency at the Institute of Practitioners in Advertising. Among Sutherland's notable literary contributions is his acclaimed book, "Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life." This work explores the often irrational nature of decision-making in business and branding, challenging conventional wisdom with its provocative insights. The book has garnered praise for its originality and thought-provoking content, cementing Sutherland’s reputation as a pioneering thinker in understanding the psychological underpinnings of consumer behavior. Sutherland’s writing style is characterized by wit and a contrarian perspective, often delving into the paradoxes of human logic and the unpredictable nature of markets. His contributions have not only enriched the fields of marketing and behavioral science but have also provided a fresh lens through which to view the dynamics of human interaction. With TED talks that have captivated millions, Sutherland continues to be a leading voice in the conversation on how we can harness the power of seemingly illogical ideas to drive success and innovation.