How To Influence People: Marketing Secrets Behind The World’s Biggest Brands - Rory Sutherland

Sponsored by Huel - go to and with your first order you’ll get a free t-shirt and shaker. Sponsored by Trading 212 - download the Trading 212 app and use the promo code “ALI“ after signing up and depositing to receive a random free share worth up to £100. This is not financial advice. Investments can fall and rise. Past performance is no guarantee of future results. Other fees may apply*. Capital is at risk. Sponsored by WeWork - visit and use the code ‘ALI’ at checkout to redeem 50% off your first booking. Season 5 Episode 14 Rory is the vice chairman of Ogilvy UK, which is one of the biggest marketing and advertising companies in the world. He’s the author of the book Alchemy: The Surprising Power of Ideas That Don’t Make Sense and his TED talks that have been viewed over 7 million times. In the conversation Rory gives me a masterclass in marketing and advertising ,and reveals the marketing secrets brands use to change our perception of products and influence our behaviour. Enjoy :) 00:00 Intro 01:52 University and your view on education 10:29 The power of statistics 23:30 You should always ask why 25:09 The doorman fallacy 28:40 Consumer psychology 32:33 Why you should dare to be trivial 43:19 Building talkability into a product 54:48 What got your interested in marketing? 01:03:33 How most businesses are optimised 01:04:06 User imagery vs target audience 01:07:00 How you become the perfect brand 01:08:33 Evolutionary psychology and products 01:16:00 The importance of longitudinal questions 01:18:16 Why new ideas are slow to take off 01:20:53 Rebrands and longevity 01:30:37 Brands lead to better products 01:32:24 What don’t people like about advertising? 01:42:55 Psychological value 01:48:47 Happiness 01:56:44 Book recommendations 🔗 CONNECT WITH RORY 📕 Alchemy: The Surprising Power of Ideas That Don’t Make Sense - 🐦 Twitter - 💻 Website - 👥 Linkedin - 🔗 CONNECT WITH ALI 🎥 YouTube Channel - 🐦 Twitter - 📸 Instagram - 💻 Website - 👥 Linkedin - 📚 RESOURCES MENTIONED TEDTalk: Life lessons from an ad man - TEDTalk: Perspective is everything - The Meadow Case - Algorithms to Live by: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths - On Brand Podcast - ‘Stuff white people like’ blog - Purple Cow: Transform Your Business by Being Remarkable by Seth Godin - Nassim Taleb - Article on The Narcissism of Minor Differences in the Modern West - Misbehaving: The Making of Behavioural Economics by Richard H Thaler - Byron Sharp - David Rock’s Scarf Model - The Selfish Gene by Richard Dawkins - Abilene Paradox - Thinking, Fast and Slow: Daniel Kahneman by Daniel Kahneman - Dan Ariely - You Did What?: Secrets, Confessions and Outrageous Stories from Real Life by Tova Leigh - Drayton Bird - The Alignment Problem – Machine Learning and Human Values by Brian Christian - Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect - Nicholas Gruen - 📄SHOW NOTES & TRANSCRIPT Visit the website for the transcript and highlights from the conversation - 🎧 LISTEN FOR FREE Apple Podcasts - Spotify - RSS - 🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we’d love for you to leave a 5-star review on Apple Podcasts to help others discover the show :) 👋🏼 GET IN TOUCH You can also Tweet @AliAbdaal with any feedback, ideas or thoughts about the lessons you’ve learnt from the episodes and we can thank you personally for tuning in 🙏 PS: Some of the links in this description are affiliate links that I get a kickback from 😜