Top Advertising Exec on the Tricks and Psychology Behind Good Marketing | Rory Sutherland

In this episode, I spoke with Rory Sutherland, Vice Chairman of Ogilvy, the massively successful advertising company behind brands like American Express, Sears, Ford, IBM and more. He answered questions like “what makes people spend money on luxury goods? What personality traits make a great marketer? Can anyone learn marketing? How many projects can people work on at once? What is costly signaling? The psychology behind marketing and much more.

Rory is the Vice Chairman of Ogilvy UK, and has co-founded a behavioral science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behavior - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call center by adding just a few sentences to the script. He is the host on the podcast OnBrand with ALF and he has joined forces with MAD//Masters to lead a 12 week CPD accredited personal development program to help marketers adapt, make sense of accelerated disruption and use the tried and tested recipe of using creativity, innovation and behavioral science to their competitive advantage.

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—Chapters—
[0:00] Intro
[2:19] The Personality Traits That Make Someone More Adept at Marketing
[5:22] Can You Be Taught Marketing, or Is It an Innate Skill?
[12:49] The Patterns of Behavior and Mindsets You Can Adopt to Increase ‘Luck’
[20:07] Identifying the Absence of an Expected Data Point
[22:21] Is There an Optimal Number of Projects for Someone With a Mind for Marketing?
[27:18] How Luxury Companies Create Valuable Brands Through Costly Signaling
[44:07] The Ethics of Marketing
[52:13] Mandevillian Intelligence
[1:02:37] Marketing the Individual in the Dating Realm
[1:06:05] The Dark Patterns of Misleading Marketing
[1:16:20] The Scam of the University System
[1:28:25] The Rory Sutherland Scottsdale Tour

[ALSET-_-MUSIC]

This is brilliant. This doesn’t just explain marketing, this explains a large part of the human condition. This is useful to every single person on the planet. Mikhaila, if you read this, this might be your best interview yet. Bravo!

[cedricbrunel]

Get this man a Peterson academy lecture

[KeenyNewton]

Our education system selects people who can win arguments rather than those who can solve problems. - Rory Sutherland

[michelleoliver]

This was one of the most intelligent, entertaining and educational podcast episodes I've enjoyed in a long time. Thank you! Rory is brilliant and articulate!

[dalibofurnell]

This is the first time I heard Rory Sutherland . He's brilliant 👏

[Itsandinicole]

This is an absolute GEM of a podcast! We need more professionals talking about this!!! Thank you!!

[susnah]

LOL love how in her ad she said “can’t take days off if I want to get ahead in life” straight into a conversation about how having time to spend uninterrupted is essential to mental progress.

[Behnam_Moghaddam]

Wow! this guy is pumping out more philosophical AND useful perspectives in 1, 5 hours then most philosophers do in their lifetime. what an inspiration!
thank you both very much 🙏

[Fstop]

Everything he is saying is so dense with good information. This is a gem.

[RedSpiralHandTV]

I've been in marketing since the 80s and I actually started out as a teenager promoting our family yard sales and moved onto local small businesses and then my mother's marketing company. Basically I never went to school for it, I had some natural aptitude. But of courses, after working for various ad agencies, publishers, software companies, etc. I learned a ton more on the job.

As a marketing pro and graphic/web developer/designer I ran into many young people straight out of college with all the right degrees for it and they could not cut it in the high pressure, high demand, quick-on-your-feet real world of advertising and marketing.

Interesting thing about a lifetime spent in that world...eyes are sure wide open when "spin" is being directed towards me. Emperor's new clothes sort of experiences with that, yet mere mortals are clueless about how much they are allowing themselves to be manipulated...

[marcuskwek]

Rory Sutherland is such a brilliant person. I've been following him for a couple of years now, and I never cease to be amazed at not only his intellect but also breath of knowledge and delivery of the message. To advertising (or marketing)!

P.S. I think what makes him so unique is his genuine passion and zest for life haha

[-cMc-]

Finally someone talking about the dangers of not allowing creativity

[Do-U-Know-me]

As a child, I learned to NEVER ask for permission, as that invites a NO reply. Instead, I would say for example: "I'm going to Sally's house. Be back for dinner." To that, I was ok to go. Had I asked, I would be told, "NO". I tried it several times both ways, to test it. It always worked. To this day, I never ask permission. I just tell the person what I'm going to do, if I actually need to. Never in a snotty, or crabby way. In a matter of fact way, with no hesitation.

[Milestonemonger]

Victoria's Secret just realized, the hard way, that the fantasy is what we want.

[doctordilanka]

“It is only the behaviour that matters, not the reasons for adopting it. Give people a reason and they may not supply the behaviour; but give people a behaviour and they’ll have no problem supplying the reasons themselves.”

—Rory Sutherland

[edgar]

Thanks for interviewing Rory Sutherland. He has lots of interesting information, and he seems to be a nice guy. I just ordered one of his books to learn more from him.

[amorosogombe]

This guy is mad brilliant. Thank you for this podcast.

[elisaa]

Thank you for allowing the guest to get all his thoughts out 😊

[intrastatehauling]

I clicked on this not even noticing that Rory Sutherland was on this video. Now I'm even more sold on watching it. This dude is brilliant!!!

[Byjamesa]

We need a part 2 interview with Rory, going in-depth about luxury marketing