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Rory Sutherland

What Rory Sutherland thinks about behavioural science

@rory-sutherland · 16 positions · On ppll ↗

Rory Sutherland is vice chairman of Ogilvy UK, where he helped found the agency's behavioural science practice. He wrote Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business and Life, and writes a column for The Spectator.

Rory Sutherland did not write this page.

We collected these quotes from things they published elsewhere, and every quote links to where it was said. They have no account here and have not endorsed this site. Quotes are word for word; the short line under each one is our own restatement, not their wording. Their own site. Is this you? Claim it or ask us to remove it. Or tell us what is wrong here.

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Only Rory Sutherland on behavioural science. See everyone on behavioural science

4 dated positions, 2025, in their own words. Our reading of what Rory Sutherland has said — not written or endorsed by them.

4 positions so far — this page is not yet offered to search engines.

  1. Our readingPeople cannot choose without comparison, so an AI that hands over one perfect answer will not satisfy them.

    Their wordspeople don't decide like that at the very least you'll have to show them three or four or five skiing holidays from which they choose because we can't really choose in the absence of comparison.

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com 1st of 16 in this recording

  3. Our readingPeople judge an organisation by the humans they deal with, because judging other people is the task evolution equipped them for.

    Their wordsWe don't really have much evolved experience in evaluating postal efficiency, do we? Okay, we have quart of a million half a million years of evolved experience in deciding who to like and trust because for most of our evolutionary, you know, existence, that was one of the most fi five most important questions to get right.

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com 5th of 16 in this recording

  5. Our readingReason is only one of several evolved mental faculties, and treating it as the gold standard misdescribes how people decide.

    Their wordsWe have a whole variety of different mental mechanisms at our disposal gifted to us by, you know, a few million years of evolution as a social species. And yet we've made rationality the gold standard.

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com 11th of 16 in this recording

  7. Our readingAn objective meant to serve people should be defined with psychology included, because changing the psychology is often cheaper than changing the technology.

    Their wordsdo not define an objective which is designed to serve human beings without considering psychological factors because you might be able to solve your problem very very cheaply and efficiently by changing the psychology not by changing the technology

    ↗Marketing Expert: The Playbook Behind Every Great Campaign | Rory Sutherlandyoutube.com 16th of 16 in this recording