What Rory Sutherland thinks about design

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

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1. 9 Dec 2025

   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