Thursday 9 May 2019


Rory Sutherland

On the surprising power of ideas that don't make sense

Humans are innately illogical, and make unconscious decisions based largely on our emotions. Yet when confronted with a business or personal challenge, we have become obsessed with absolute logic, rationality, algorithms and data, and it’s threatening to stunt us: politically, socially and economically.

What if there were an alternative to logic and rationality – a ‘psycho-logic’ – that was far more pervasive and powerful than we realise and that, when employed correctly, would create the kind of magic (or alchemy) most businesses only dream of?

In his latest book, Alchemy, Rory Sutherland draws on case studies and real world examples to reveal how we must learn to identify and understand the basics of this ‘psycho-logic’ and how this will help us achieve what we want and need to achieve.

Rory Sutherland

Rory is the Vice Chairman of Ogilvy UK and founder of Ogilvy’s behavioural science practice. He writes the Spectator’s ‘Wiki Man’ column, presents series for BBC Radio 4, serves on the advisory board of The Evolution Institute, and is former President of the Institute of Practitioners in Advertising. The Institute of Direct and Digital Marketing awarded him an Honorary Life Fellowship.

Rory’s TED talks have over 6.5 million views. In 2011, he curated a collection of blog posts, interviews, tweets and reference materials, The WikiMan.

Why is Red Bull so popular- even with the unusual taste?
How did a major fast-food outlet double its sales, by putting prices ... up?
And why do we prefer stripy toothpaste?

Could the answer be 'psycho-logical'?