Episode 73 Interview: Rory Sutherland, author of Alchemy, on why irrational ideas work
In this episode we sit down with Rory Sutherland, author of Alchemy. As one of advertising’s most original thinkers, he makes the case for embracing irrationality in marketing, argues why logic is overrated and explains how small shifts can lead to big behavioral effects.
Episode Highlights
Rory introduces reverse benchmarking: instead of copying what competitors do well, look for what they neglect. Innovation often thrives in overlooked or unquantified spaces—areas competitors ignore because they aren’t measured.
Brands should design for pleasant surprises. We notice what’s unexpected, not what’s predictable. Emotional impact often comes from small, delightful moments that defy expectations—like a free cookie or a great in-flight ice cream bar.
Defensive decision making dominates large organizations. People optimize for safety, not opportunity, avoiding risks even when the odds favor upside. This mindset kills innovation and prioritizes predictability over growth.
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep51 - Interview: Seth Stephens-Davidowitz, author of Everybody Lies, on how to uncover hidden consumer motivations
MichaelAaron and Richard sit down with economist and data scientist Seth Stephens-Davidowitz, who reveals why direct questions often don't reveal one's true motivations. They also unpack concepts like the illusion of effort, the curse of knowledge, and how to handle conflicting datasets effectively.
Ep50 - The replication crisis: How to avoid basing your marketing on bogus findings
This episode dives into a concept known as "replication crisis" in behavioral science. We explore how repeated attempts to replicate certain studies have yielded results that challenge or contradict the original findings, calling their validity into question. We highlight some well-known studies to be cautious of and share practical advice on how to ensure the findings you apply are reliable.
