Rory Sutherland
Vice Chairman of Ogilvy UK
Rory Sutherland is the Vice Chairman of Ogilvy UK, where he founded the agency's Behavioural Science Practice to uncover unseen opportunities in consumer behavior. A veteran advertising executive and TED speaker, he advocates for applying psychological insights rather than strict economic rationalit…
2 books authored
Alchemy
The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Explores how behavioral science and 'psycho-logic' can be applied to business and life to solve complex problems that traditional logic cannot. Sutherland argues that human decision-making is fundamentally irrational and that small, counter-intuitive changes often produce the most significant results.
Transport for Humans
Are We Nearly There Yet?
While engineers design transport systems to be efficient and fast, human passengers often prioritize the qualitative experience of the journey over pure speed. This book applies behavioral science to show how focusing on psychology, comfort, and predictability can improve transportation more effectively than infrastructure upgrades alone. The authors argue that moving people requires understanding human behavior and quirks rather than treating travelers like cargo.