Three unmissable talks by Rory Sutherland, the acclaimed Behavioural Economist and – with 6.5m views – a TED Talk superstar, on how your ideas, products and brands can triumph in defiance of logic.

You will discover:

Why is Red Bull so popular – even with the usual taste?

How did a major fast-food outlet double its sales, by putting prices … up?

And why do we prefer stripy toothpaste?

In our data-driven age, businesses usually try to use logic, algorithms and theory to drive sales and solve problems. But there’s a problem with this rational approach: humans are innately illogical, and make unconscious decisions based largely on our emotions. What if there was a deeper, underlying logic to explain our irrational selves? How can leaders tap into it to drive their brands, products and businesses to global success?

In these talks, Rory will blend cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, to show why the demand for logic – from so-called economists, technocrats, managers, analysts and spreadsheet-tweakers – is stifling our ability to solve problems and find creative solutions.

Using real case studies from his work and research with the world’s biggest brands and influencers, Rory will reveal how we must learn to identify and understand the basics of ‘psycho-logic’, to get ahead in the modern world.

Discover the science of knowing what economists are wrong about, and how our biggest breakthroughs may lie not in logic and more data, but in the equally important skill of knowing when and how to abandon it. And, in today’s algorithmically-obsessed age, why alchemy is more valuable than ever.

17th April: Make Your Ideas, Brands And Products Triumph
In association with How To: Academy. You can opt to buy a copy of Rory's book Alchemy with your ticket RRP £16.99
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25th April: The Power of Ideas that Don't Make Sense 
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10th May: The Death of Reason: How Advertising Works
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  • Alchemy

  • A breakthrough book. Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas Taleb

    To be brilliant, you have to be irrational

    Why is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?

    We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.

    But we aren’t, and we don’t.

    In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.

    Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

  • Buy the book

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