Rory Sutherland
About Rory Sutherland
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Books by Rory Sutherland
“Alchemy: The Surprising Power of Ideas That Don't Make Sense” (2020)
Alchemy: The Surprising Power of Ideas That Don't Make Sense
“Transport for Humans” (2021)
Engineers plan transport systems, people use them. But the ways in which an engineer measures success – speed, journey time, efficiency – are often not the way that passengers think about a good trip. We are not cargo. We choose how and when to travel, influenced not only by speed and time but by habit, status, comfort, variety – and many other factors that engineering equations don’t capture at all. As we near the practical, physical limits of speed, capacity and punctuality, the greatest hope for a brighter future lies in adapting transport to more human wants and needs. Behavioural science has immense potential to improve the design of roads, railways, planes and pavements – as well as the ways in which we use them – but only when we embrace the messier reality of transport for humans. This is the moment. Climate change, the coronavirus pandemic and changing work–life priorities are shaking up long-held assumptions. There is a new way forward. This book maps out how to design transport for humans.
“Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life” (2019)
HOW DOES MAGIC HAPPEN? The Ogilvy advertising legend—“one of the leading minds in the world of branding” (NPR)—explores the art and science of conjuring irresistible products and ideas."A breakthrough book. Wonderfully applicable to about everything in life. Funny as hell." —NASSIM NICHOLAS TALEB, author of The Black Swan“Veins of wisdom emerge regularly and brilliantly from these pages. Don't miss this book.” —ROBERT B. CIALDINI, author of InfluenceWhy is Red Bull so popular, though everyone—everyone!—hates the taste? Humans are, in a word, irrational, basing decisions as much on subtle external signals (that little blue can) as on objective qualities (flavor, price, quality). The surrounding world, meanwhile, is irreducibly complex and random. This means future success can’t be projected on any accounting spreadsheet. To strike gold, you must master the dark art and curious science of conjuring irresistible ideas: alchemy.Based on thirty years of field work inside the largest experiment in human behavior ever conceived—the forever-unfolding pageant of consumer capitalism—Alchemy, the revolutionary book by Ogilvy advertising legend Rory Sutherland, whose TED talks have been viewed nearly seven million times, decodes human behavior, blending leading-edge scientific research, absurdly entertaining storytelling, deep psychological insight, and practical case studies from his storied career working on campaigns for AmEx, Microsoft, and others.Heralded as “one of the leading minds in the world of branding” by NPR, Sutherland is a unique thought leader, as comfortable exchanging ideas with Nobel Prize winners Daniel Kahneman and Richard Thaler (both interviewed in these pages) as he is crafting the next product launch. His unconventional and relentlessly curious approach has led him to discover that the most compelling secrets to human decision-making can be found in surprising places:What can honey bees teach us about creating a sustainable business?How could budget airlines show us how to market a healthcare system?Why is it better to be vaguely right than precisely wrong?What might soccer penalty kicks teach us about the dangers of risk-aversion?Better “branding,” Sutherland reveals, can also be employed not just to sell products, but to promote a variety of social aims, like getting people to pay taxes, improving public health outcomes, or encouraging more women to pursue careers in tech. Equally startling and profound, Sutherland’s journey through the strange world of decision making is filled with astonishing lessons for all aspects of life and business.
“Rory Sutherland: The Wiki Man” ()
"Rory Sutherland is as outspoken as he is creative. A champion of behavioural economics and an early adopter of new technologies, he is not one to stand still for too long. His creative output includes numerous blog posts, column inches and charismatic talks which often have a light-hearted, humourous and anecdotal tone that can be found in various online and offline locations. Many people in the creative industries are aware of Rory and his ideas, but there is not yet a single source for access to his writing or talks. This book acts as an introduction to Rory's key thoughts and ideas, and gives an insight into his unique character and personality-attempting to encapsulate the essence of Rory. The book takes you on a winding journey through blog posts interweaved with snippets of interviews, tweets and reference material to give a rich and engaging introduction to Rory's mind."
At a glanceRory Sutherland
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