Rory Sutherland

Rory Sutherland

Behavioural Adman


Rory is the Vice Chairman of Ogilvy and one of the best-known proponents of behavioural economics and science in the business world. He founded Ogilvy Change to advise clients on how to employ behavioural science or ‘nudges’ to create massive returns with small changes in their business practices.

He is the author of The Wiki Man and Alchemy, The Surprising Power of Ideas That Don’t Make Sense, to be published in the UK and US in March 2019. Rory has also hosted two Radio 4 series examining psychology and business including “Marketing: Hacking the Unconscious” and “Thought Cages”.

Rory has spoken previously at multiple TED Conferences and his TED Talks have been viewed more than 7 million times.

Talk Title: Wrongitude

To make sense of the world, we resort to models of the world, which replace subjective opinions with objective information. Over time, the value of these models necessarily declines, at which point it becomes more valuable to study their hidden failings than their visible strengths.