Rory Sutherland
Vice Chairman of Ogilvy UK and author of Alchemy, using behavioural science to find the value hiding in plain sight
About Rory Sutherland
I start from the assumption that the obvious answer is usually the expensive one. Most of my working life at Ogilvy has been spent testing where behavioural science actually bites — pricing, packaging, the wording of a single sentence — and where it politely does nothing. I enjoy arguing with smart people about their own businesses, and I am happiest when a session ends with someone abandoning a spreadsheet in favour of an experiment.
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