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Rory Sutherland

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Rory Sutherland

Vice Chairman of Ogilvy and author of Alchemy. One of the most original thinkers in behavioural economics and advertising — known for demonstrating that psychological value often exceeds logical value.

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On this page

Part I — The Story
The Magician of Ogilvy
The Anti-Economist
Alchemy and the Logic of the Illogical
Part II — The Playbook
Psychological Value vs. Logical Value
Reframing Over Problem-Solving
The Opposite of a Good Idea
Signal Theory and the Costly Signal
Testing Before Arguing
Part III — In His Own Words
Quotes & Maxims

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Part I — The Story
The Magician of Ogilvy
The Anti-Economist
Alchemy and the Logic of the Illogical
Part II — The Playbook
Psychological Value vs. Logical Value
Reframing Over Problem-Solving
The Opposite of a Good Idea
Signal Theory and the Costly Signal
Testing Before Arguing
Part III — In His Own Words
Quotes & Maxims

Part IThe Story

The Magician of Ogilvy

Rory Sutherland's career at Ogilvy has spanned more than three decades, and in that time he has become advertising's most articulate defender of a proposition that the industry itself often forgets: the goal of communication is not to inform. It is to change behaviour. And the most powerful behaviour changes come not from rational persuasion but from the systematic exploitation of human irrationality.

Sutherland is the Vice Chairman of Ogilvy UK, a TED speaker with multiple viral talks, a columnist for The Spectator, and the author of Alchemy: The Surprising Power of Ideas That Don't Make Sense. He is also, by his own cheerful admission, a contrarian of the first order — a man who has built an intellectual framework around the proposition that the opposite of a good idea can be another good idea, and that most of what passes for rational decision-making is post-hoc rationalisation of decisions that were actually made by the unconscious mind.

His great insight — the one that runs through every talk, column, and consulting engagement — is that human behaviour is governed by perception, not reality. A product that feels premium is premium, regardless of its objective characteristics. A service that feels fast is fast, regardless of its actual speed. A price that feels fair is fair, regardless of its relationship to cost. The implication for business is radical: you can often solve a problem more cheaply and more effectively by changing the perception than by changing the reality.

By the Numbers

The Sutherland Record

30+Years at Ogilvy, rising from trainee to Vice Chairman

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7M+

Views on his most popular TED talks

1Book — Alchemy (2019), a bestseller on behavioral economics in business

£0The optimal amount to spend on solving a problem that can be reframed instead

∞Number of times he's argued that the opposite of a good idea is another good idea

The Anti-Economist

Sutherland's intellectual framework is built on a single observation: economists model humans as rational agents who maximise expected utility, and this model is wrong. Not slightly wrong. Fundamentally wrong. Human beings don't maximise utility. They satisfice. They're influenced by framing, anchoring, social proof, loss aversion, and dozens of other cognitive biases that no economic model captures. The result is that the "rational" solution to most business problems — the solution that an economist or MBA would recommend — is often the wrong solution, because it solves for the wrong model of human behaviour.

The classic Sutherland example: Eurostar spent £6 billion to reduce the London–Paris journey time by 40 minutes. An alternative: spend a fraction of that installing Wi-Fi and serving better food and wine, making the journey so enjoyable that passengers wished it were longer. The engineering solution addresses objective travel time. The psychological solution addresses perceived travel time. The second solution is cheaper, more pleasant, and arguably more effective — but no engineer or economist would propose it, because it doesn't show up in a spreadsheet.

This is Sutherland's central provocation: the most valuable solutions in business are often the solutions that no rational person would propose, because rational analysis systematically underweights psychological factors. The Uber map that shows you where your driver is doesn't reduce wait time. It reduces the psychological pain of waiting. Countdown timers at pedestrian crossings don't make the light change faster. They make the wait feel shorter. The solution is in the mind, not in the world.

Alchemy and the Logic of the Illogical

Sutherland's 2019 book Alchemy crystallised decades of thinking into a manifesto for "psycho-logic" — the logic of human psychology, which operates by different rules than formal logic. The book's central argument: if you want to solve human problems, you need to understand human psychology. And human psychology is not rational. It is psycho-logical — governed by perception, emotion, context, and social signalling.

The book is full of examples that seem absurd until they are understood through the lens of behavioural economics. Red Bull succeeded by being expensive and tasting bad — because those properties signalled that it was powerful. Shreddies cereal increased sales by rotating the square biscuit 45 degrees and calling it "Diamond Shreddies" — because the perception of novelty drove trial. A train company improved customer satisfaction not by making trains run on time but by improving the quality of announcements about delays — because the perception of being informed reduced the frustration of the delay.

In each case, the "rational" solution (make the product taste better, develop a new product, fix the trains) would have been more expensive and less effective than the psychological solution. Sutherland's framework doesn't reject rationality. It expands the definition of rationality to include human psychology — and in doing so, reveals a vast solution space that conventional analysis ignores.