How To Influence People: Marketing Secrets Behind The World’s Biggest Brands - Rory Sutherland
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Season 5 Episode 14
Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He’s the author of the book Alchemy: The Surprising Power of Ideas That Don’t Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :)
00:00 Intro
01:52 University and your view on education
10:29 The power of statistics
23:30 You should always ask why
25:09 The doorman fallacy
28:40 Consumer psychology
32:33 Why you should dare to be trivial
43:19 Building talkability into a product
54:48 What got your interested in marketing?
01:03:33 How most businesses are optimised
01:04:06 User imagery vs target audience
01:07:00 How you become the perfect brand
01:08:33 Evolutionary psychology and products
01:16:00 The importance of longitudinal questions
01:18:16 Why new ideas are slow to take off
01:20:53 Rebrands and longevity
01:30:37 Brands lead to better products
01:32:24 What don’t people like about advertising?
01:42:55 Psychological value
01:48:47 Happiness
01:56:44 Book recommendations
🔗 CONNECT WITH RORY
📕 Alchemy: The Surprising Power of Ideas That Don’t Make Sense -
🐦 Twitter -
💻 Website -
👥 Linkedin -
🔗 CONNECT WITH ALI
🎥 YouTube Channel -
🐦 Twitter -
📸 Instagram -
💻 Website -
👥 Linkedin -
📚 RESOURCES MENTIONED
TEDTalk: Life lessons from an ad man -
TEDTalk: Perspective is everything -
The Meadow Case -
Algorithms to Live by: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths -
On Brand Podcast -
‘Stuff white people like’ blog -
Purple Cow: Transform Your Business by Being Remarkable by Seth Godin -
Nassim Taleb -
Article on The Narcissism of Minor Differences in the Modern West -
Misbehaving: The Making of Behavioural Economics by Richard H Thaler -
Byron Sharp -
David Rock’s Scarf Model -
The Selfish Gene by Richard Dawkins -
Abilene Paradox -
Thinking, Fast and Slow: Daniel Kahneman by Daniel Kahneman -
Dan Ariely -
You Did What?: Secrets, Confessions and Outrageous Stories from Real Life by Tova Leigh -
Drayton Bird -
The Alignment Problem – Machine Learning and Human Values by Brian Christian -
Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect -
Nicholas Gruen -
📄SHOW NOTES & TRANSCRIPT
Visit the website for the transcript and highlights from the conversation -
🎧 LISTEN FOR FREE
Apple Podcasts -
Spotify -
RSS -
🙏 LEAVE A REVIEW
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👋🏼 GET IN TOUCH
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