How to increase your sales simply by understanding the "why"?
Rory Sutherland, one of the greatest and most entertaining business thinkers, writers and speakers of our time, as the Vice Chairman of Ogilvy Group in the UK, an attractively vague job title which has allowed him to co-found a Behavioral Science Practice within the agency to apply the insights of contemporary behavioural science to the agency’s work.
He believes in exploring ‘unseen opportunities’ in consumer behaviour: the very small contextual changes which can have enormous effects on the decisions people make, seeking out those unexpected (and inexpensive) contextual tweaks and insights or assumptions that, when challenged, create incredible value for brands - for instance tripling the sales rate of a call centre by adding just a few sentences to the script.
Before founding Ogilvy’s behavioral science practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988.
Among other things, he has spoken at TED Global and writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books:
- Alchemy: The Dark Art and Curious Science of Creating Magic (2018)
- Alchemy, The surprising Power of Ideas which don't make Sense. (2019)
- Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity (2021)
