Hall of Masters

Rory Sutherland

로리 서덜랜드

Marketing, brand and copywritingBorn 1965

Vice chairman of Ogilvy UK, author of Alchemy; behavioral science in marketing

14 records in all

  • Principles 5
  • Episodes 3
  • Quotes 6
Ask with this master's words

3 free questions a day, no sign-up.

Photo: Betsy Weber  CC BY 2.0  Original  cropped

Principles

4 basic records of 5

Principles are our summary of their public statements.

  • Balance exploitation with exploration

    Strategy

    A business must balance exploiting known efficiencies for short-term gains with exploring unknown opportunities for long-term survival.

    Supporting quotes

    • 20% of bees...ignore the waggle dance. Their purpose is to have a high chance of a failed journey, but a small chance of a massive shareable upside.
      Most company mergers fail, so let's not be absolutely naive about the benefits of scale.
      The greater value of digital to the wider organisation may be experimentation. It may be discovering things about human behaviour and preferences.
      Source Rory Sutherland  Wikiquote: Rory Sutherland  (opens in a new tab)

  • Value is created in the mind

    Marketing

    Value is not an objective quality of a product but a subjective perception heavily influenced by the context in which it is presented.

    Supporting quotes

    • 20% of bees...ignore the waggle dance. Their purpose is to have a high chance of a failed journey, but a small chance of a massive shareable upside.
      Most company mergers fail, so let's not be absolutely naive about the benefits of scale.
      The greater value of digital to the wider organisation may be experimentation. It may be discovering things about human behaviour and preferences.
      Source Rory Sutherland  Wikiquote: Rory Sutherland  (opens in a new tab)

  • Beware the bias of cost-cutting

    Management

    Financial departments often get credit for visible cost reductions while ignoring the invisible costs of missed opportunities.

    Supporting quotes

    • 20% of bees...ignore the waggle dance. Their purpose is to have a high chance of a failed journey, but a small chance of a massive shareable upside.
      Most company mergers fail, so let's not be absolutely naive about the benefits of scale.
      The greater value of digital to the wider organisation may be experimentation. It may be discovering things about human behaviour and preferences.
      Source Rory Sutherland  Wikiquote: Rory Sutherland  (opens in a new tab)

You are seeing 13 basic records. Membership answers from all 14 of this master's records.

See membership

More masters in this field

See the whole field

Marketing, brand and copywriting

These records are our compilation of public statements and sources. We are not affiliated with or endorsed by Rory Sutherland or any related company. If something should come down, tell us. Takedown request form