S2 Ep6: Psychology Hacks of the World's Best Advertisers - Rory Sutherland

Ever wondered why your perfectly logical idea still flops?Rory Sutherland, Vice Chairman of Ogilvy, thinks logic is the real enemy of innovation.In this episode, Rory dismantles everything you thought you knew about business, branding, and consumer behaviour. From pricing psychology to irrational decision-making, he shows why people don’t buy what's logical, they buy what feels right. And if you’re a founder, marketer, or builder of any kind, this episode is your blueprint for thinking differently.Here’s what we cover:•  Why logic kills creativity in business• The psychological levers that actually drive sales• Why branding is about perception, not performance• What most startups get wrong about valueBut this isn’t just theory. Rory also talks about:• The danger of over - optimisation• Why data can’t explain human behaviour• How real innovation happens outside the spreadsheetIf you want to build a brand that people fall in love with, not just tolerate, this is the episode to watch.Sign up to Revolut Business at https://www.revolut.com/rb/wakeup and add money to your account before September 14th, 2025, to receive a £200 / $200 welcome bonus. Subscription fees and T&Cs apply. Available for new Business customers in the UK and US.US Customers: Revolut is not a bank. Banking services are provided by Lead Bank, Member FDIC. The Revolut USA Prepaid Visa and Prepaid Mastercard are issued by Lead Bank pursuant to licensing by Visa(c) U.S.A. Inc. and Mastercard International for Mastercard cards. Your funds are FDIC insured up to $250,000 through Lead Bank, Member FDIC. See https://www.revolut.com/en-US/ for more details. 00:00 Introduction03:04 Fat-Tailed Marketing05:40 Blockbuster Not Buying Netflix11:35 Reverse Benchmarking20:40 Business Idea: Car Rental Company26:30 How to Think Non-Rationally36:30 Reframing the Value of Something Psychologically39:00 Perception vs Value43:00 Success of Family-Run Business 49:00 Jaguar Marketing53:20 Why People HATE Innovation and New Inventions1:03:40 Why Is Marketing Doomed?1:10:30 Heathrow Pod1:23:45 Best Marketing Ever1:25:50 How Marketing Is Changing with AI1:32:00 Think Like a Cop1:38:00 How Increasing Your Price Can Make You More Money1:45:00 How to Find the Best House1:54:05 How Are Older People Going to Deal with AI?1:56:50 Why Millionaires Are Leaving the UK2:01:30 Why the Tax System Is F*cked for Young PeopleFollow Chris: https://www.instagram.com/chrisdonnellyofficial/ Follow Rory: https://www.linkedin.com/in/rorysutherland/?originalSubdomain=uk