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← People and their mental models

Rory Sutherland's mental models

2 claims Rory Sutherland made fit 2 mental models. Most often: Play long games, Power laws. Everything they said here.

Models they name

Their own words name the idea.

Play long games

A longer horizon makes some problems solvable and some short-term wins look like what they are.

Others who think with this model

David Heinemeier HanssonDaniel CookJeff BezosSam Altman

Open the model page

Publicly traded companies are incentivised to behave like psychopaths, because they are optimised for short-term transactions rather than long-term relationships.

  1. Rory Sutherland Rory Sutherland is vice chairman of Ogilvy UK PLC's or um uh or or companies on the NASDAQ or the New York Stock Exchange are incentivized to behave like psychopaths because they're optimized around short-term transactional value, not long-term relationship building. Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com · 9 Dec 2025 · 0:28:30 into the videoAll korrents from this video
    Their wordsPLC's or um uh or or companies on the NASDAQ or the New York Stock Exchange are incentivized to behave like psychopaths because they're optimized around short-term transactional value, not long-term relationship building.

    Where this was said

    Watch from 0:28:30 plays here

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com

    9 Dec 2025 · video · 2h 00m · spoken · machine transcript

Power laws

In many things a few cases account for most of the result, so the average misleads and the outlier decides.

Others who think with this model

Nassim Nicholas TalebAlbert-László BarabásiBen CarlsonBill GurleyBrian PotterJamie Dimonand 3 more

Open the model page

Marketing returns are fat-tailed, so paying for marketing by the hour misprices work whose value comes from a small fraction of it.

  1. Rory Sutherland Rory Sutherland is vice chairman of Ogilvy UK the reason it's a catastrophic way to be paid my argument is that marketing is actually fat tailed so is innovation R&D pharmaceutical research science okay in other words 5 to 10% of what you do delivers perhaps 110% of the value Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com · 9 Dec 2025 · 0:59:20 into the videoAll korrents from this video
    Their wordsthe reason it's a catastrophic way to be paid my argument is that marketing is actually fat tailed so is innovation R&D pharmaceutical research science okay in other words 5 to 10% of what you do delivers perhaps 110% of the value

    Where this was said

    Watch from 0:59:20 plays here

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com

    9 Dec 2025 · video · 2h 00m · spoken · machine transcript